Brighter Blooms Nursery offers a wide variety of ready-to-bloom shrubs, trees, and plants for gardening enthusiasts in the United States. Since launching in 2007, they have become one of the nation’s largest online gardening suppliers. Seeking to continue its growth momentum with a strong presence on Amazon, Brighter Blooms partnered with Channel Key to help drive sales growth.
As an online nursery, Brighter Blooms understood the market potential of offering their products on Amazon. After building their listings themselves, they quickly discovered that many products were underperforming despite ranking on Page 1. The challenge was to identify the root of the problem and implement a cost-effective plan that would drive traffic and sales while maintaining a high organic search ranking.
Approach
- Increase Brand Visibility
Create 175 optimized product listings and 56 pages of A+ Content to enhance product visibility and improve the shopping experience - Drive High Quality Traffic
Develop customized ad campaigns focusing on Brand Protection, Top Performing Keywords, Category Targeting, and Specific Product Targeting - Increase Conversions
Maximize ad performance through a two-week adjustment period followed by an increase in budget for the best-performing campaigns, all tracked with detailed data reports
Key Results
- 268% year-over-year sales increase from March 2019 to 2020
- 73% year-over-year sales increase from April 2020 to 2021
- 4.94% conversion rate for April 2020 (increased from 3.02%)
Conclusion
Channel Key’s strategy was fully implemented by the beginning of the gardening season. In just two months, year-over-year sales from April 2019 to 2020 increased by 268%, while conversion rates increased from 3.02% to 4.94%.
During summer of 2020, Brighter Blooms experienced such high demand that they paused their Amazon account to replenish inventory. Despite this challenge, year-over-year sales from March 2020 to 2021 still increased by another 73%.
Overall, Channel Key’s Marketplace strategy more than tripled the company’s Amazon sales over the course of two years, underscoring the importance of utilizing gold standard listings and optimized advertising campaigns to drive traffic and convert sales.
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