OmniiX was tasked with creating and implementing a hybrid selling strategy that leveraged the best of both Seller and Vendor Central.
THE CHALLENGE:
Prior to working with OmniiX, Edgewell Personal Care sold their products exclusively on Vendor Central. The challenge was for OmniiX to help EPC develop a strategic presence in the 3P marketplace by launching a new, Amazon exclusive, product on Seller Central.
THE APPROACH:
OmniiX helped Edgewell Personal Care shift away from a 100% Vendor Central focus by implementing a specific and strategic launch strategy for Playtex Stella, a new discreet tampon. The multiphase launch strategy focused on the following efforts:
– Products were set up in variation groups with existing single unit items to maximize visibility and leverage reviews and search.
– We provided an inventory forecast, prepared shipping plans, shipped the product to an FBA fulfillment center and ensured the products were received.
– Our Content Team created and uploaded best-in-class listing content, imagery and Enhanced Brand Content to drive conversions.
– After the Playtex Stella listings went live, OmniiX activated the next phase of the launch plan, the “flywheel.” We introduced an advertising and price control strategy to maximize visibility. The strategy included generating reviews via Early Review Program and post purchase emails, sending traffic through external and PPC ads and adjusting the product price through discounts and coupons.
THE RESULTS:
OmniiX successfully brought Edgewell Personal Care into a hybrid selling strategy that utilized both 1P and 3P selling platforms. Playtex successfully launched their first 3P product and, thus far, have achieved excellent results. Listing their product on Seller Central gave Edgewell Personal Care the flexibility to control inventory, price, promotions and customer communications.
ClientEdgewell Personal CareServicesSeller Central Management, Vendor Central Management, Product Testing, Item Launching, Product Maintenance, Logistics, ReportingYear2018-2019
