KONSYL FIBER
Creating a
Healthy Market
THE CHALLENGE
Achieving D2C Success on Amazon for an 80-Year-Old B2B Brand
Konsyl Pharmaceuticals has been successfully selling their digestive health supplements in B2B and retail markets for more than 80 years. They had only recently begun to incorporate D2C strategies like selling on their Shopify website and Amazon when they approached Digital Operative for help.
Our challenge was to create and execute a strategy that would help Konsyl establish a strong Amazon marketplace presence and direct-to-consumer positioning. The goal was to enable a business with little brand awareness outside of their core consumers to steal market share from top competitors with legacy household names.
OUR ROLE
-
Product Listing Creation and Optimization
- Enhanced product images
- Optimized titles, bullet points, and descriptions
- Enhanced A+ content
- Amazon Advertising Strategy Development and Implementation
- Introduction of Artificial Intelligence for Campaign Bid Management
THE OUTCOME
Accountable to our results
Through the optimization of product listing pages and implementation of an Amazon advertising strategy focused on conversions and profitability, we were able to guide Konsyl to a 10-15% increase in conversions across all campaign types. Over the course of just 9 months (March 2019 to November 2019), Konsyl achieved:
REVENUE INCREASE
INCREASE IN IMPRESSIONS
INCREASE IN CLICKS
OUR APPROACH
Based on our thorough analysis, we developed best-in-class strategies and tactics to quickly launch Konsyl to Amazon greatness. How did we do it? We’re so glad you asked…
01
Optimized Product Listings
Amazon’s product platform simulates an in-store retail experience, where competing products share shelf space. Because Konsyl is traditionally a B2B brand competing on Amazon against nationally-recognized, legacy household names, it was imperative that their product listings were perfectly optimized to quickly entice shoppers and convert them to buyers.
Customers on Amazon, especially those who shop on mobile devices, are more immediately engaged through visual content than through product copy. Our goal was to use product imagery to create opportunities to quickly educate and inform potential customers about the benefits and differentiators of Konsyl products. To do this, we collaborated with our in-house experts at our state-of-the art Content Studio.
We added concise text overlays in easy-to-read fonts to Konsyl’s product images to highlight key features, making sure to create product description and A+ copy that was clearly legible and tailored to appeal to the more mature generations that make up Konsyl’s demographic base.
02
A Robust Amazon Advertising Strategy
Based on our thorough analysis of Konsyl’s Amazon advertising account, it allowed us to identify areas of opportunity as well as loss leaders. From here we developed and implemented a holistic strategy based on offensive and defensive tactics to target key opportunities.
From a defensive perspective, our goal was to capitalize on the brand awareness Konsyl had earned as a leader in the digestive supplement industry for more than 80 years. We aggressively outbid competitors who attempted to use Konsyl-branded keywords to poach customers.
Offensively, we identified the targeting of non-branded keywords as the most significant area of opportunity for Konsyl. We focused heavily on these keywords, encouraging a higher ACoS than less savvy advertisers would be comfortable with to drive organic ranking up and increase organic sales significantly.
03
Artificial Intelligence to Work Smarter
The advertising strategy we manually implemented for Konsyl was performing well, but we knew we could help their revenue grow and lower ACoS even more effectively if we automated keyword bid management through artificial intelligence. By introducing artificial intelligence software to automatically manage bids on thousands of keywords on an hourly basis, we stopped bidding on keywords that weren’t driving profitable revenue. With the help of AI, we reduced ACoS from 39% to 21% in a single month.
04
Owning the Buy Box
Due to Konsyl’s historical focus on B2B sales through distributors, many of whom had reached pricing agreements with Konsyl, it was often a challenge for them to win the Buy Box for their own products on Amazon.
By creating quantity bundles for Konsyl on Amazon, we were able to create listings that were no longer in competition with other marketplaces. This allowed Konsyl to win the Buy Box 100% of the time for those bundled products. Bundling also increased AOV and made it possible for Konsyl to advertise their products where third-party sellers took the Buy Box on single-product listings.
Over the course of 9 months, we also adopted a merchandising strategy for new products exclusive to Amazon and direct-to-consumer channels, creating incremental revenue opportunities at a much faster pace and introducing brand loyalists to new products, flavors, and delivery methods.
Konsyl had a 1,000% revenue increase over the course of just 9 months (March 2019 to November 2019)
It was great working with Digital Operative. Their process was seamless and simple. The success we had in growing our Amazon business was more than we could imagine.