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How Profitero propelled Bayer to double-digit growth on Amazon

Profitero-eCommerce-awards-2019-finalist

 

Profitero is honored to be shortlisted for Best Agency at this year’s eCommerce Awards for Excellence, nominated by our client Bayer Healthcare. Find out how we helped Bayer achieve double-digit growth on Amazon and secure senior level buy-in across key eCommerce initiatives.

Bayer’s challenge

Bayer Healthcare began trading with Amazon in 2015. However, the company quickly realized that having access to ARA (Amazon Retail Analytics) Premium data alone was not sufficient enough to understand and optimize their sales performance.

Specifically, Bayer needed a better understanding of:

  • The competitive landscape
  • How they benchmarked against their competitive set
  • How to win on Amazon when growth in existing categories was slowing down

Solution

In 2018, Bayer partnered with Profitero to accelerate growth on Amazon. At the tactical level, Bayer began using Profitero’s analytics to optimize product detail pages. At the strategic level, Profitero’s insights helped to guide long-term planning decisions, such as evaluating which categories to play in.

Having the right data analytics company for eCommerce is hugely important and an absolute asset to companies who want to win on Amazon. We felt Profitero’s solution was the most powerful in the market because it gives us the most comprehensive and daily-actionable view of the levers driving our sales performance,” said Marie-Therese O’Donohue, Senior eCommerce Channel Manager at Bayer Healthcare.

The result?

Since working with Profitero, Bayer Healthcare has grown +68% EPOS (electronic point of sales) on Amazon and grown share in 5 out of the 6 categories they play in on Amazon.

Even more powerfully, Profitero’s analytics have opened the door to increased commitment and support for eCommerce across the organization.

“From working with Profitero, we’ve managed to get senior level buy-in to key projects within eCommerce, which previously had been very difficult to cut through. Not only that, but the reports Profitero develops also demonstrate to our brand teams the importance of having best-in-class product content to drive conversion and search placement,” said O’Donohue.

Product detail pages driving traffic and conversion

Changes Bayer made to product content (e.g., optimized titles, images and adding relevant keywords to the product description) has resulted in a significant impact on conversion and organic search position.

Driving search placement organically

 

Click here to learn how partnering with Profitero can help you achieve eCommerce growth.

About eCommerce Awards 2019

Now in their eleventh year, the eCommerce Awards has consistently broken new ground in highlighting some of the very best online retailers, online companies, agencies, innovations, products and campaigns the eCommerce industry has to offer. Supported by IMRG, AD:TECH London, eCommerce Expo and Technology for Marketing, the awards bring together anyone who is serious about the eCommerce sector and its continual improvement and growth.