Due to supply chain issues, PRIMO Elektro (a Belgian consumer electronics brand) saw their vacuum cleaner sales on Bol.com drop by 57% at the end of 2022.
We have activated Bol.com's “marketplace flywheel effect” by maximizing the potential of the three most important components of e-commerce: content, media and retail. As a result, we have achieved weekly sales growth of 147% within 10 weeks.
The vacuum cleaner category is an important category within PRIMO Elektro's portfolio and represents a large part of their total turnover. Due to various market events and problems in the supply chain, PRIMO Elektro faced a deteriorating market position. In practice, this meant a decline of 57% in sales compared to the previous year.
Greenhouse opted for a future-proof approach aimed at activating Bol.com's “marketplace flywheel effect”. We did this by taking the following steps: creating more visibility, in order to drive more clicks to the products and subsequently generate more sales. More sales result in a better score in Bol.com's algorithm, which in turn leads to a higher ranking in search results. This in turn leads to more visibility. By influencing these factors, we were able to fully utilize the flywheel effect.
Our goal? Increasing weekly sales with 130%, creating a healthy profit margin and having at least two products on the first page, within 10 weeks.
“Greenhouse has conducted a thorough analysis of our products and provided feedback in a clear manner. They changed the contents of our vacuum cleaners and launched a sponsored product campaign, which resulted in a significant increase in sales that we achieved together.”
Michael Vleugels E-commerce Manager, Primo Elektro
To activate the flywheel effect, we maximized the potential of the three key components of e-commerce: content, media and retail. We used our own Greenhouse best practices for this.
All product titles and texts have been rewritten with SEO keywords from Bol.com and Google. The product texts were filled with product information, user tips, user questions, customer feedback, benefits of purchasing via Bol.com and a clear call-to-action. Only the images that contributed to the product story were enriched with product information. The remaining images were removed to reduce noise.
To strengthen the retail pillar, the vacuum cleaners were added to Logistics via Bol and the Select program. An automatic mailing was set up with external tools to generate additional reviews. Finally, products were strategically priced.
Once everything was optimized, it was time to generate traction. For this we used a 2-phase sponsored products advertising campaign.
- In phase 1, we ran two offensive automated campaigns over four weeks, aimed at generating as many clicks as possible. This accelerated the flywheel effect and acted as a catalyst for the product ranking.
- In phase 2, the optimized content showed that the achieved growth could be continued organically. We then optimized for a healthy ACOS percentage and supplemented the sponsored product campaigns with Exact Keyword campaigns to maximize sales with an improved profit margin.
Impact & results
The first content optimization showed an immediate increase of 24% in sales per week. With media and retail optimization, the weekly sales growth after 10 weeks was a whopping 147%! And sales growth was even higher; 160%.
This strategy not only achieved the short-term goals, but also guaranteed future-proof growth. Three months after the basic measurement, the flywheel effect of the PRIMO Elektro's Stick Vacuum Cleaners is still visible. Sales within the Stick Vacuum Cleaner category have increased by 205% since then. In addition, the conversion rate has doubled, the gross profit margin has increased by 10% and at the time of writing there are four PRIMO Elektro's Stick Vacuum Cleaners on the first page.
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