In the conditions of tough competition, it is not how a manufacturer can improve easy to start selling successfully on marketplaces and, even more so, to bring products to the top.
It is even more difficult to do this without losing the quality of the products produced.
Olga Bogdanova, head of the Marketplace Kompleto unit , spoke about how to prepare for promotion on marketplaces and pump vp design officers email lists it up, increasing sales many times over, using the example of the case of the KOSTASKIN company , a workshop for sewing accessories from genuine leather.
Assess starting positions and identify key tasks
Before starting work, it is necessary below are some examples of bofu to assess your positions as impartially as possible, identify strengths and weaknesses, and clearly formulate goals.
In our case, the Client:
chose marketplaces as the main sales channel .
In December 2022, KOSTASKIN products were sold only through Ozon. And during the pre-New Year sale (the hottest time on marketplaces), the Client received only a few orders;
sold goods only through the FBS system , which resulted in long delivery times.
In addition, the cards collected few views and reviews, CTR and conversions were low, and therefore they were not attractive for promotion turkey data by Ozon algorithms.
To generate interest in the products, I collaborated with bloggers with a small audience .
Such advertising activity increases interest in the product, but has a short-term effect;
used Ozon’s internal promotion tools in a test format.
The experiment did not produce a significant increase in sales, but it revealed the need for comprehensive promotion of the product on the site, which comes down to content optimization, reduction of delivery times and the use of internal promotion tools;
manufactures and sells goods in the mid-price (and higher) segment .
Products made from genuine leather are intended for connoisseurs, not for a wide audience.
The owner is not just the founder of the brand, but also an expert in the production of products, personally involved in the processes of manufacturing and promoting products. This cannot but captivate
By honestly assessing the strengths and weaknesses, the Client wanted:
increase sales volume on Ozon by optimizing product cards, improving logistics processes and optimally using internal promotion tools on the marketplace;
bring the brand to Yandex Market and Wildberries ;
implement promotion and fulfill sales forecast within the allocated advertising budget and control the share of advertising expenses.
Upon meeting with the Client and after analyzing his starting position, our team realized that by working together we could achieve business goals.
On the issue of promotion on marketplaces, Kompleto’s position is to work only with manufacturers and official distributors of goods. They are the experts in their field and are most interested in the development of the brand. In KOSTASKIN, we saw potential and readiness to achieve the set goals through joint efforts