Brand 

Our partner company in this case was a well-known high street brand in the healthcare sector.

Problem

The majority of their product catalogue was being offered for sale on Amazon by opportunistic resellers. The listings were a mess with poor quality information, poor quality images and customers receiving little or no pre- or after-sales support.

Impact

The presence of multiple opportunistic sellers on each listing led to a price war between them on every product, driving the prices into the floor. This in turn upset the brand’s high street “brick and mortar” resellers who could not compete with these online prices. In addition the price volatility led to customers not understanding the value of the product and sales began to drop as customers started to choose alternative products.

Need

The brand needed to align the Amazon sales channel with their corporate sales and marketing strategy to ensure that it was complimentary and set-up for growth. They wanted to reinforce brand integrity and drive greater efficiency in their supply chain and with it, increase their margins.

What did Bodhi & Digby do to meet these needs?

• We initiated a 3-month programme to stabilise the situation on Amazon, fix and improve all the listings and drive brand value directly with customers.

• In parallel we worked with the brand to map out and control their distribution channels to limit the availability of their products to trusted partners only.