Body Glove
Legendary Water Sports Brand Trusts SellerSlice to Launch Home Fitness Product Line on Amazon
Industries
Sports and Outdoors
Overview
Home fitness equipment—from weights and plates to treadmills and full home gyms—are being purchased at a pace never before seen due to COVID-19. According to the Home Fitness Equipment Global Market Report 2020-30, the market has gone from $7.6 billion in 2019 to $9.49 billion in 2020 at a Compound Annual Growth Rate (CAGR) of 40.4%. A recent survey by TD Ameritrade resulted in 59% of the respondents claiming that they would probably not even renew their gym memberships.
These trends and statistics have not gone unnoticed by Body Glove―a 67-year-old California firm credited with developing the first-ever functional wetsuit. Originally inspired by all things water, Body Glove has made epic waves in product innovations and fashion for water sports enthusiasts over the decades.
Now, Body Glove is expanding their product line and market into best-in-class home fitness equipment by launching several brand-new products targeted toward women with some unisex offerings as well. These initial products include a kettlebell, ab roller, and dumbbells.
Situation
After making the big decision to step out of familiar waters with an entirely new product line, Body Glove reached out to SellerSlice for specialized strategies and execution to help launch their home fitness products successfully in the highly competitive Amazon Marketplace. While Body Glove already had a store on Amazon largely dedicated to their water-based sports products, they felt that SellerSlice could lend further expertise to the overall challenge of launching a non-water sports product line. Specifically, they requested that SellerSlice quickly take their new home fitness products and build out a holistic customer marketing campaign that would fully optimize their listings on Amazon to get the highest conversions.
The SellerSlice Impact
Immediately, SellerSlice began work on a strategic plan for successfully positioning these home fitness products in the Amazon Marketplace to get the most traction and sales quickly. As a preliminary tactic, based on the high quality of Body Glove’s home fitness products, SellerSlice optimized all of the listings and enrolled them in the Amazon Vine early review program.
For this program, Amazon invites only its most trusted customer to review and post opinions about new and pre-release items to help their fellow customers make informed purchase decisions. Amazon invites customers to become Vine Voices based on their reviewer rank, which is a reflection of the quality and helpfulness of their reviews as judged by other Amazon customers. In exchange, the reviewers are provided with free products to review by the sellers.
Results
After garnering excellent early reviews for its products through the Amazon Vine program, Body Glove experienced some serious success in a matter of weeks. Its new kettlebell sold out of its 36K inventory in less than two weeks after securing a 4.2-star rating from reviewers. It also ranked on the first page in Amazon results for kettlebells. Prior to getting reviews under the Amazon Vine program, the kettlebell had a conversion rate of 8%. After SellerSlice secured many positive reviews for the product, the conversion rate shot all the way up to 20%.
There were also similar results for other products introduced after the initial success. The ab roller which was targeted toward a unisex audience received a 4.8-star rating on Amazon that undergirded the best-in-class listing built out by SellerSlice to optimize sales. The ab roller had 5K in sales in less than two weeks on Amazon with a whopping 31% conversion rate. The listing was so well optimized for keywords, visual assets, and metadata that it got an Amazon first-page ranking for the competitive term “ab roller” in less than 30 days.
A third product, dumbbells, was not included in the Amazon Vine program, but did incredibly well just based on the way SellerSlice optimized its listing with top-notch content to drive customer sales and conversions. This included adjusting titles and detail pages while adding visual assets and infographics designed to be informative and streamline the overall consumer shopping experience. With no reviews, it still managed to sell very well and burn through all the inventory on hand in just under two weeks. Duke Kroll, Chief Executive Officer of SellerSlice, said, “We were delighted to have an opportunity to help this legendary company segue into a brand-new line of home fitness products so seamlessly and to make ample use of early product reviews to get high levels of conversions in record time.”
