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Icon Spirits
From zero to 1st tequila on Amazon
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Client and Context
Icon Spirits is the official distributor in Spain of iconic spirits brands.
They recognized the need to operate in sales channelsMarketplaces, specifically on Amazon.
Challenge: Boosting sales on Amazon
Like many companies, Icon Spirits began its expansion on Amazon with internal resources, but soon identified the complexity of the channel.
With this in mind, Icon Spirits contacted Rocket Digital and gave us a clear objective: boost sales on Amazon.
Strategy
How we approach brand positioning on Amazon
With a clear objective, having identified the reality of the brand's ecosystem and based on the current state of Icon Spirits' accounts, a 360 strategy was designed where each of the pieces of the puzzle would be optimized to launch the client to the top positions in search results, as well as to position themselves as Top Category products.
SEO
At this point, customized keyword studies were carried out for each of the types of products to be sold, and with this information, customized texts were created including the best segments to feed the Amazon search algorithm.
UX – USP
It's not just SEO that matters: user experience (making content easier to understand, highlighting the main benefits of the product and promoting what differentiates the customer from the competition) is very important. That's why it was also included as an area of work.
Full funnel advertising strategy
360º advertising strategy on Amazon
A full funnel strategy was implemented to attract new customers and guide them towards purchasing, also prioritizing loyalty and recurrence.
- Brand protection against competitors and impact on repeat buyers.
- External traffic with posts outside of Amazon to boost conversions.
A comprehensive approach to maximise sales and consolidate brand presence in Marketplaces.
Promotions and offers strategy
It should be remembered that seasonality was a determining factor, so during periods of low consumption, promotions and discounts were established on strategically located dates.
Review Obtaining Strategy
- One of the key points identified was that the products occupying the top positions in organic positioning have a long international background, and with it a considerable accumulation of reviews.
- For this reason, different strategies were activated to obtain reviews, including the Amazon Vine program.
Cross-selling
Not content with the customer buying just one bottle, we wanted the customer to be able to discover the entire family of products from the first purchase. This effect was achieved by creating A+ enriched content and variants.
