SoireeHome
Smart Home Technology Innovator Experiences a 62% Increase in Revenues from Sales in the Amazon Marketplace
Industries
Consumer Packaged Goods
Overview
SoireeHome, based in beautiful Napa Valley, California, is a designer and purveyor of houseware/barware designed exclusively for the modern, connoisseur of food, drink, and home entertaining. Its owner and founder, Andrew Lazorchak, a self-proclaimed “gastro-geek” and intermediate sommelier, officially launched this enterprise in 2008 with its namesake in-bottle wine aerator―Soirée―and the brand took off from there.
Now, with a full catalog of gastronomical accessories available for wine and gourmet enthusiasts, SoireeHome wanted to penetrate deeper into its online market and customer base. A particular focus for SoireeHome is the Amazon Marketplace which features an assortment of its hospitality-inspired products including vacuum sealers, chilling cones, polishing towels for crystal wine glasses, and collectible maps of Napa and Sonoma Valley.
Situation
SoireeHome initially contacted SellerSlice through its multifaceted Help Desk service during the critical holiday season. Andrew Lazorchak, founder of SoireeHome, said “We had a major complication on Amazon that prevented us from selling our most important product in the middle of the holiday. After losing two weeks of sales and not being able to find a consultant that could figure out what was wrong and how to solve it, SellerSlice got us up and running in 36 hours from inquiry to them.” After resolving this urgent situation for SoireeHome, SellerSlice saw an immediate opportunity for its new client. They felt they could help SoireeHome make up for the unfortunate loss in sales and revenue by providing additional agency services to increase their overall sales on Amazon with zero marketing. This sounded very appealing to SoireeHome and they engaged SellerSlice to make this happen.
The SellerSlice Impact
SellerSlice went into immediate action to help SoireeHome regain its footing after the downtime of its best-selling product. They undertook a complete analysis of SoireeHome’s entire catalog of products on Amazon and put together a comprehensive plan to increase sales across all of them.
To do this with zero marketing, SellerSlice focused entirely on using optimization strategies for all of SoireeHome’s listings in the marketplace. Listing optimization on Amazon involves several tactics that if done right will increase traffic through searches that ultimately lead to conversions and sales of products.
For SoireeHome, SellerSlice overhauled the copy on the product detail page for each of SoireeHome’s unique products or Amazon Standard Identification Numbers (ASINs). This included rewriting features, descriptions, and titles while seeding them with the right blend of keywords that potential customers would be searching to locate SoireeHome’s offerings. To further increase Search Engine Optimization (SEO), SellerSlice updated all of SoireeHome’s metadata so their niche houseware products could be quickly found in Amazon’s massive marketplace by buyers with food and wine proclivities.
Other tactics for optimizing SoireeHome’s listings included updating their existing imagery and content to drive more conversions, streamlining the consumer shopping experience, as well as expertly loading A+ Content to their growing catalog.
The A+ Content feature on Amazon―available only to eligible brand owners like SoireeHome who design their own products―allows professional sellers to describe product features in different ways by including a unique brand story, enhanced images, and text placements. If done correctly by a knowledgeable and experienced agency like SellerSlice, adding A+ Content to product detail pages can result in significantly higher conversion rates, increased traffic, and increased sales.
Results
Within 45 days of SellerSlice going to work on behalf of SoireeHome, there was a 140% spike in traffic leading to SoireeHome’s product listings on Amazon as a result of the optimization strategies deployed. There was also a pronounced increase in conversions from 26% to 38% attributable to the content upgrade provided by SellerSlice. Overall, SoireeHome enjoyed a 40% increase in sales―with zero marketing―during a relatively short window of time.
SellerSlice was thrilled to help SoireeHome regain the sales they had lost due to the earlier complication while at the same time setting them on the right path to continue to grow their business in the Amazon Marketplace. “We have seen our sales grow while our backend experiences ongoing organization and optimization,” Lazorchak said. “SellerSlice is a no-brainer for anyone that is too small to have an in-house Amazon team, but still has the business need to be wrestling with them daily.”
