CASE STUDY - TRUTEX
Trutex is Britain's best-loved uniform brand, having supplied quality garments for over 150 years, providing the very highest standards of schoolwear and sportswear for school children.
OBJECTIVE
Improvement was needed on Amazon Advertising KPIs including conversion and ACOS.
Improvements were also needed in overall Amazon sales after 2019 sales were -34% behind prior year.
SOLUTION
After completing an audit, we optimised and continued to manage the advertising campaigns going forward, created an Amazon brand store, updated listing content and improved Amazon presence to support conversion.
We focused the strategy to be about childrenswear as opposed to just school uniform to encourage lockdown sales.
We have also moved Trutex from Amazon Vendor to Seller which will provide increased control and a higher profit margin to support with additional revenue growth in 2021. This will also enable greater performance insights and control over the brand.
RESULTS
We started mid-June 2021 and saw YoY growth in Q3 2021 of +30.5%, and +165% in Q4.
Full year 2022 was +29.5% ahead of 2021.
In 2023 back to school peak, sales were multiplied 8.8x YoY reaching total 2022 sales within August 2023. This was due to a range of technical work to increase optimisation on the Amazon platform and effective merchandising and marketing strategies put in place especially around a researched focus on school shirts.
THE FUTURE
We are now looking at an international marketplaces implementation strategy to broaden the global presence using data to assess demand, competition and focused logistics structures.
