rhinocables ensure they continue to thrive
on the plains of Amazon

Case Study: rhinocables

Client Brief

rhinocables is a UK-based, family run business located in Herefordshire. rhinocables has been trading with cables and accessories for more than 20 years. They have an excellent reputation for supplying high-quality products at low prices. rhinocables prides itself on offering great value components and friendly, accessible service for cables and accessories. In line with this caring ethos, all rhinocables purchases benefit the Save the Rhino charity.

rhinocables approached eCommerce Nurse as they needed an agency who could manage a total refresh for two of their bestselling ranges. They needed everything from photography and design work to content optimisations and A+ Content. This project covered more than 200 individual SKUs, when taking into account colours and lengths across the main ASIN listings on Amazon.co.uk..

Results

0 +
SKUs Optimised

Two variations, which in total covered hundreds of SKUs.

0
Products Photographed

From main product cut-outs, to lifestyle and detail shoots. 

0
A+ Pages

Pages tailored to the benefits of the product and introducing the brand. 

The Approach

eCommerce Nurse started by reviewing and familiarising ourselves with rhinocables’ product range. Our in-house copywriting team fully optimised the titles, features, descriptions, and keywords for all of the rhinocables CAT5e and CAT6 cables available on-site. It was important that we executed this work while creating a premium, on-brand vibe that could out-perform competitors. We made sure that keyword coverage was complete and wide in scope, while still being accessible for the Amazon customer. We also made sure to pre-empt any customer questions. When dealing with cables and technology components, customers tend to have many questions around cable/product compatibility. This required a high attention to detail with the quality and range available.

Our marketing department connected with our photographers to create rich, accurate product images. We had some unique images created especially for Amazon pages, choosing to display the products actually being used and within the context of real scenarios. This lifestyle touch helps customers visualise using these products in their own homes, businesses, and lives.  It’s important the Amazon work we create for our clients is on-brand and looks great before we introduce it to customers. rhinocables reviewed our work and were happy with the cohesive results.

“Working with rhinocables required a lot of research and then careful execution. It was important we gave customers the correct technical information and specs to keep confidence in the brand high. Our start-to-finish approach, where we looked at every aspect and detail of the product page, was really useful. The finished product ended up looking cohesive and much improved to what was there before. rhinocables were also very helpful and cooperative every step of the way.” – Katy Luxem, Content Manager

We built A+ Content for these bestselling rhinocables products because they contained unique features and details that were important for customers to know. We pre-empted any customer questions by investigating competitors and working with rhinocables to add personality within the text of the copy. With that in mind, we fully optimised the content with relevant keywords for both search and browse. We also included an introduction to the rhinocables story and the brand, since they have a unique story to tell, and are a local company to the UK. We made sure to include all our key actions from the eCommerce Nurse A+ Content optimisation playbook.

“It was really important to make sure all pieces of this puzzle slotted together to provide the customer with a cohesive shopping experience, and especially that all the design work flowed. We added a good dose of lifestyle images to breathe some life into this cable brand.” – Dani Thompson, Senior Client Manager

With the Amazon Brand Store homepage refresh, our marketing team worked closely with our in-house design team to build content to inform the customer. We made sure to highlight top sellers and categories to maximise sales. 

Throughout this project, rhinocables have had their own dedicated client manager who oversaw all the pieces we undertook for this project. eCommerce Nurse used our team who are based across the world to deliver an efficient and well-executed project. We’re already working on new projects for rhinocables and are looking forward to seeing their whole range as well-presented as the CAT5e and CAT6 cable pages.

Words from the client

"eCommerce Nurse have used their wealth of knowledge and expertise on everything Amazon, along with excellent planning skills, to optimise A+ pages and detail page content for us [rhinocables]. The work they've completed has been outstanding, along with the exceptional communication throughout. I would wholeheartedly recommend eCommerce Nurse."
Kay Andrews
European Development Account Manager

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