Pampas Grass Case Study
Compared to on boarding, average weekly revenues climbed by almost four times.
Sessions have climbed more than six times since on boarding in less than a year.
Industry: Home Decor
Location: USA
After purchasing a stunning new home and dreaming of creating a lush, vibrant garden, the homeowner, Jamie, grew frustrated with the lack of premium options for decorative grasses on the market. Determined to enhance their outdoor space, Jamie embarked on a journey of research and development to create Pampas Grass.
Pampas Grass is committed to offering the finest quality decorative grasses available for fellow garden enthusiasts who want to elevate their outdoor landscapes and bring a touch of elegance to their surroundings.
The Challenges
The Challenges New Brand to the Market – Pampas Grass entered a competitive market saturated with various decorative plant options, facing the challenge of distinguishing itself and capturing the interest of discerning garden enthusiasts.
PPC – With a premium pricing strategy, driving conversions has been challenging, as customers weigh cost against the perceived value of the product.
Supply Chain & Logistics – Managing multiple sizes and styles while coordinating between growers, distribution centers, and retailers has created difficulties in maintaining a steady inventory to meet increasing demand.
The Approach
The Approach To define our strategy, we began by analyzing our target market and competitors.
We then followed a comprehensive plan integrating the following elements:
Marketing & Design
- Competitor Analysis: Identified leading competitors in the decorative grass market and researched relevant keywords to understand what resonates with our target audience.
- Content Creation: Leveraged this data to develop compelling A+ Content, engaging Infographics, and persuasive Copywriting, emphasizing the unique features of Pampas Grass.
- Enhanced Presentation: Upgraded A+ Content from Basic to Premium to include high-quality video content showcasing the elegance and versatility of our products.
New Version Launches
- Strategic Timing: Coordinated the design completion, shipment schedules, and PPC campaigns to strategically release new versions with improved features.
- Launch Planning: Set future launch dates to manage inventory effectively, ensuring older versions were sold out before introducing new variants.
- Product Expansion: Successfully launched new sizes and varieties separately to target specific keywords, with plans to consolidate reviews and Best Seller Rank (BSR) as needed.
Logistics
- Inventory Management: Implemented advanced forecasting methods to better predict and meet inventory needs, avoiding stockouts.
- Efficient Fulfillment: Transitioned inventory to AWD for faster processing and reduced third-party logistics costs.
- Ad Spend Optimization: Adjusted advertising budgets and pricing strategies to manage sales volume and prevent inventory shortages.
Advertisement & PPC
- Targeted Campaigns: Developed PPC campaigns focusing on main keywords, competitor products, and category-specific targeting, including video ads to engage potential customers and deter them from exploring other listings.
- Campaign Optimization: Continuously refined campaigns to ensure optimal use of the advertising budget.
- Brand Promotions: Ran tailored promotions to boost organic sales and foster customer loyalty.
Conversion Rate
- Continuous Testing: Regularly conducted A/B testing on titles, main images, image stacks, A+ Content, and bullet points to enhance the Product Detail Page and maximize conversion rates.
