Case Study:Cleanlogic Masters Amazon Seller Central with Ideoclick
Cleanlogic was initiating a rebrand and determined that moving certain items from Vendor Central to Amazon’s Seller Central platform would be advantageous. However, they had little experience with Seller Central. They needed guidance in building up their brand catalog and identifying and executing the Amazon-specific marketing strategies that would successfully launch the new brand on the new platform.
- Full-service Amazon seller account management
- Expert Amazon catalog consolidation
- New Amazon-enhanced brand content
- Top visibility through Amazon cost-per-click (CPC) campaigns
- Profit-protecting Amazon supply chain management
- ROAS from ad spend is +48% (YoY), compared to September 2020
- ROAS is +7% YoY year-to-date (YTD)
- Ad sales +1,908% since start of engagement (July 2019)
- Total sales +993% since start of engagement
- Ad sales +61% YoY YTD
- Total sales +82% YoY YTD
A full suite of customizable Amazon account management services
“We partnered with Ideoclick Managed Services for their expertise and input, to better learn the Seller Central platform and create our business there,” says Cleanlogic Director of Ecommerce, Ed Velasco. “Amazon can eat up a lot of hours,” he continues. “Through the partnership with Ideoclick, we have the resources to establish ourselves on Amazon. It’s fair to say they are our partner in all things regarding that platform.” Grounding the relationship are weekly calls with Ideoclick account personnel to discuss the Seller Central account and set a strategy based on the detailed performance metrics Ideoclick provides.
Setting the stage for Seller Central success
Launching their new rebrand, Cleanlogic had no reviews and no sales relevancy, meaning, for example, that searching for an exfoliating washcloth would reveal Cleanlogic products multiple pages in. Ideoclick recommended fully investing in marketing programs only after the brand was fully launched on Amazon. Ideoclick then guided the creation of product and brand pages, ensuring the most impactful text and imagery on each product page. The refresh of the content on the detail pages was particularly important to this effort. By creating an “Amazon First” assortment, optimizing product pages with clean and compelling rich content, and using AMS to create visibility, Ideoclick helped Cleanlogic maintain conversion rates while increasing average order volume by 65% (YoY).
Ideoclick also guided an assortment refresh strategy that consolidated a catalog of hundreds of SKUs into approximately 80 dedicated SKUs for ecommerce. The SKU rationalization exercise created operational efficiencies for client-side logistics as well as eliminated around $3,000 in chargebacks per month.
“We still have once-a-month marketing calls in addition to our weekly strategy meetings to identify what is and isn’t working well from a marketing perspective,” Velasco explains. “We discuss what seasonal events we want to highlight, what keywords we want to bid on, and plan from there. Those meetings are very helpful in terms of pinpointing what’s happening with our investment. Ideoclick also informs us of new Amazon features or programs, and we discuss how we might approach them going forward. It all works really well on the ad side.”
“Ideoclick helped Cleanlogic maintain conversion rates while increasing average order volume by 65% (YoY).”Ed Velasco, Cleanlogic Director of Ecommerce
X-ray visibility into your Amazon account
Velasco makes extensive use of the Ideoclick portal, which provides in-depth information on all aspects of their Amazon business. “For meetings with senior management, I can pull the latest information on our AMS spend. I can show cost, returns, what campaigns are working best, and return on our ad spend.”
“When we had a major event,” he continues, “we had graphs that showed not only the impact of the initial promo event but how the event lifted sales thereafter. That information allowed me to go in and ask for more funding for similar events.”
Ideoclick also manages the IMS inventory through Seller Central. “The operations side and inventory management are huge benefits we get from Ideoclick,” he says. “You don’t want six months of inventory items that sell poorly. You’d start to get fined, which cuts into profitability. Ideoclick is really good at bringing in inventory where products sell and minimizing inventory for slower-moving items.” Velasco estimates that with Ideoclick, IMS is 35%-40% more effective in optimizing Amazon selling efforts.
Unequaled expertise to guide you
Ideoclick Managed Services provides IMS with on-call Amazon experience, expertise, and best practices born of working with Amazon sellers large and small across a vast array of product categories. “It’s great to work with them because you’re getting a group of professionals who really know the business,” Velasco concludes. “And they seem to truly care about our business. It’s not like hiring a consultant who’s going to give you X hours, and that’s it. With Ideoclick, if we go over on our calls, it’s not a problem. They proactively send us emails with recommendations or ideas. They always point us in the direction of what is possible.”