Chums
Achieving Sustainable Growth Through Diversified Revenue Paths
Chums is a privately owned home shopping company with the head offices based in Knowsley Business Park, Liverpool. They are best known for affordable and quality Men’s Trousers. Over the years, they have expanded into other Menswear product categories and developed ranges within Ladieswear, Homeware, Gifts and Mobility.
Chums is best known for making comfortable and size-inclusive menswear from size 32″ up to 56″ (even up to 64” in selected styles), inside leg lengths from 27″ up to 33″ and chest sizes 38” up to 52”.
Global Amazon Markets
- Amazon UK
- Amazon USA
The Challenge
Chums came to Fluid as they felt that they were under-utilising Amazon advertising. They only had a handful of poorly-structured advertising campaigns, and were heavily reliant on a select few products.
They wanted our help to unlock the brand’s potential and improve their overall sales through strategic advertising, within the confines of a limited budget and tight ACOS target.
In order to help increase conversions, they also commissioned us to create A+ template for their top sellers.
Services
- Advertising for Amazon
- A+ Content for Product Detail Pages
The Solution
Our strategy was to:
- Implement A+ content for their top sellers
- Reorganise the portfolio by category to easily spot high-performing products and monitor growth areas from a macro-level
- Restructure the account and relaunch campaigns focusing on SKU level to track ad spending and key metrics from a micro-level
- Diversify and increase hero products to mitigate risks if any stock issues occurs
The Work
To deliver this strategy we:
- Implemented A+ Content on their top sellers
- Overhauled the account
- Implemented a full-funnel ad strategy exploring all ad types
- Widened advertising reach by exploring new targeting opportunities
- Advertised more ASINs, and grew their selection of evergreen hero products to unlock new revenue streams
- Pushed seasonal products during peak trading periods to achieve incremental growth
The Results
- 71.7% increase in revenue in Year 1 of working together YoY
- 319% increase in New-To-Brand Orders in Year 1 of working together YoY
- ACOS of 11.43% is less than Amazon category average
In the face of various challenges, our efforts with the Chums account have yielded evident progress, even with a restricted budget and strict ACOS targets.
The team has been collaborative, which not only facilitated problem-solving but also enabled us to identify unexplored avenues for growth.
Our persistent efforts have resulted in a steady and consistent expansion of the account, strengthening our relationship from year to year.
They talk a language that we understand which is important for me, I need to understand what they're telling me, how we can improve.
I see Fluid as extended members of my team. We hold them to account, and they hold us to account."
Our work
View more case studies
Contact us
Ready to work with a leading Amazon growth agency?
Kickstart your sales on Amazon today. Get in touch for a chat about your Amazon Strategy.