Smith & Sinclair snaps up
a sweet spot on Amazon
Case Study: Smith & Sinclair
Smith & Sinclair are on a mission to “Make Adult More Fun.” and are the first confectionaries to produce alcoholic gummies. This company makes unique confectionary and alcohol-based products dedicated to making home entertaining and gifting a more joyful and fun experience. Their range includes their patent-pending Alcoholic Cocktail Gummies, Alcoholic Dippers, Cocktail F.I.Z.Z. and Edible Fragrances. They’re a self-confessed “Willy Wonka for adults,” offering customers new ways to consume and create their favorite tipple.
Smith & Sinclair approached eCommerce Nurse after POs didn’t take off like they had hoped after their initial setup on Vendor Central. They also wanted to have a back-up plan created on Seller Central. They needed one agency who could manage both platforms and also support them on ad work on an ongoing retainer basis. eCommerce Nurse were enthused to build and execute annual action plans for Smith & Sinclair to grow their brand (and revenue) on Amazon as part of their retainer package. We stepped in as an agency to manage their Amazon accounts, and to fully support and take advantage of all the opportunities for them – from product listing optimisation to translations, advertising, and promotion.
Platform: Seller Central and Vendor Central | Country: UK, DE, FR, ES and IT
on Seller Central. Monthly sales over a 9 month period in 2019.
Increase in detail page sessions from April ’19 to Oct ’19
Increase from March ’19 to Sept ’19
eCommerce Nurse started by reviewing and familiarising ourselves with Smith & Sinclair’s fun product range. We selected their alcoholic gummies as our initial focus, because it was a unique product with rich opportunity to perform well on Amazon Europe. Our in-house copywriting team fully optimised the titles, features, descriptions, and keywords for all products in the range across all EU countries where Smith & Sinclair could sell. It was important that we executed this work while staying on-brand. Smith & Sinclair has a very distinctive voice and target demographic, and we wanted to match that, but tailor it for performance on Amazon. We made sure that keyword coverage was complete and wide in scope while still being readable and friendly to Amazon customers. We also made sure to pre-empt any customer questions, as food products demand a high attention to detail with taste, texture, and nutritional information.
“Smith & Sinclair were a fun brand to work with. They have a loud personality and we wanted to inject the fun of their brand into their detail pages, so the customer could really get a feel for what they were buying into. We worked with their designers to add bold, bright images into their A+ pages and wrote them with a cheeky tone of voice.” –Dani Thompson, Senior Client Manager
Our marketing department connected with the awesome marketing team at Smith & Sinclair to develop product images and had some unique Amazon-focused images created. We wanted these pages to be exceptional and on-brand; as unique as our clients themselves. These changes are a no means feat across 5 countries and 2 platforms (both the seller and vendor side). Luckily, we are prepared and have our own team of in-house translators! As an extra challenge, Vendor Central has a history of being impossible to override with Seller Central content, so our changes and updates always had to be done on both platforms.
For this reason, we always advise that if you’re thinking of selling on Amazon that you take advantage of our free 30-minute consultation. This helps us make sure you get set up on the correct platform for your business. Launching on the wrong platform can impact your business and sales in the long term and cause lots of headaches when you eventually transfer across.
“Working with Smith & Sinclair has been a challenging and exciting journey for everyone! As a new and unique brand, we had to work on a slightly different strategy, focusing heavily on keywords, advertising and brand awareness. Due to the product’s nature, we had to build quality content that was very descriptive, as well as cater to an events based and gifting customer who would be less likely to leave a review. It’s been really amazing to see this brand come to life over the past year and watch customers discover and love their incredibly unique products. I look forward to playing a part in this brand reaching its full potential in the coming years.” – Georgina Saxby, Client Manager
eCommerce Nurse wants clients to feel happy with their content as our relationship grows and evolves. We stay on top of monitoring progress, success, and changes when it comes to content. We are always updating, researching, and reacting to hard sales data to make clients’ content the best it can be. With Smith & Sinclair, we agreed on a schedule for the entire calendar year, with us refreshing content and pages on a rotational basis. The A+ Content has evolved behind the scenes to include charts for cross-shopping, new lifestyle images, updated keywords, and much more. We also handle new product launches and bundling, such as when Smith & Sinclair rolled out Christmas and holiday gift sets.
“With Smith & Sinclair being such a unique brand with innovative products it was important for us to do extensive keyword research and maximise our listing optimisation content. This ensures that customers are finding Smith & Sinclair products even if it’s not what they are initially looking for, a vital task for brands whose products are first to market.” – Tony Markin, Business Support Associate
Once the basics were in place, we moved onto Smith & Sinclair’s A+ Content. We built A+ Content for all of the Smith & Sinclair products, because they contained a lot of unique and detailed concepts. We pre-empted any customer questions by investigating competitors and working with Smith & Sinclair to add personality and fun 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 Smith & Sinclair story and the brand, since they are unique and have an interesting story to tell. We made sure to include all our key actions from the eCommerce Nurse A+ optimisation playbook.
An important part of our work for this client is managing in-stocks and raising their FBA (Fulfilled by Amazon) orders. Every day, we look at stock levels and forecasts, and plan ahead to be ready for any sales spikes. Likewise, our team watches for any dips in sales so we can react with promotions, down to the ASIN level.
Throughout this project, Smith & Sinclair have had their own dedicated client manager who oversaw all the pieces we undertook for account management. Smith & Sinclair have access to our in-house project management software. eCommerce Nurse uses our team based across the world to constantly evolve and grow their brand on Amazon. Cheers to a sweet, successful story!