Work

All Seasons Gazebos

Reviving Sales in a Challenging Market

All Seasons Gazebos (Rohen Ltd) specialises in the creation of robust and resilient gazebos, as well as finely crafted Chef’s Knife sets.

Selling in the UK and EU, the company prides itself on its commitment to delivering products of exceptional quality that are not only durable but also accessible in terms of affordability.

Amazon Markets:

Revenue Increase YoY

0 %

AOV Increase YOY

0 %

Decrease in TACoS

0 %

The Challenge

In response to a downturn in performance following a notable surge during lockdown, Rohen Ltd sought our assistance in orchestrating a strategic revival. In addition, the company had experienced a drop in organic growth.

In coming to Fluid, Rohen’s objectives were to:

1 Generate profitable revenue growth YoY

2 Have an optimised Brand Store and product listings

3 Achieve a profitable ACoS

They set an ACoS target of 20% for November and a 10% for December

Services

The Solution

To achieve Rohen’s business goals, we knew we had to:

Our strategy was to:

Review their organic listing to identify if their product Titles, Bullet Points and Back-end Keywords include top terms
Update the A+ content of their listings to convey quality and key product information
Redesign the Brand Store
Implement Brand Story
Increase brand visibility by advertising across all available campaign types and showing ads in the top placements

The Work

Phase 1

With our Amazon marketing strategy laid out, we then:

Incorporated key terms into the Title, Bullet Points, and Back-end Keywords, thereby enhancing their visibility and ranking potential
Implemented A+ content starting with their top sellers with the highest chance of ranking high organically
Redesigned their Brand Store for a more seamless customer journey
Implemented Brand Story content across the entire product spectrum, thereby articulating the brand's narrative
Reorganised the portfolio by product line to easily spot high-performers and monitor underperforming products
Implemented a full-funnel ad strategy encompassing various ad types to increase brand awareness and foster product consideration
Expanded their coverage in key placement positions and search results for relevant terms
Escalated advertising activities during promotional periods when conversion rate is at the highest to increase sales velocity

Phase 2: EU Expansion

After two months of working on the Amazon account in the UK, Rohen asked us to manage their existing Gazebo vendor accounts in Germany and Italy.

It was the first time the company has sold Gazebos in the marketplaces in partnership with Amazon.

In taking over these accounts, we:

Expanded the advertising campaign coverage
Explored all possible targeting types to discover the most optimal way to promote the products
Took over SEO optimisation of the product listings
Improved the A+ Content
Provided translation of the organic elements of the new product listings from English to the local language
Researched and introduced new keywords to capture local nuances in search term results

The Results

As a result of our strategy, we saw, YoY:

46.8% increase in revenue
40.5% increase in orders
4.5% increase in AOV
3% decrease in TACoS
Achieved Amazon’s Choice Badges between gazebos and knives products
Made the Top 5 of Best Sellers Rank for Gazebos

EU Expansion

Rohen’s products are sold and fulfilled by Amazon, working directly with the marketplace as a vendor. As such, their key goal for their European accounts is for Amazon to reorder for the year ahead.

In order to ensure this happens, Rohen must sell enough products throughout the year. Because of the overall success of our work on the German, French and Italian accounts, Amazon agreed to reorder for 2024 across the EU marketplaces.