Kenneth Cole Productions, Inc., founded in 1982, is an American fashion house renowned for its footwear, apparel, and accessories. Established by Kenneth Cole, the company has earned a reputation for its socially conscious advertising and charitable involvement. Their products are sold in various retail stores, outlets, and online platforms.
Despite a powerful brand presence, Kenneth Cole Amazon vendor central account faced a substantial hurdle. Amazon suspended its best-selling product, resulting in a significant drop in sales. That’s why there was a dip in the sales graph in the month of April. Furthermore, the brand was not effectively leveraging Amazon’s Pay-Per-Click (PPC) advertising, compounding the issues and dampening its online sales performance.
Following these challenges, the primary goal was to increase sales and regain their strong online market position rapidly.
Our team stepped in to help Kenneth Cole overcome this setback, employing a series of strategic actions that leveraged Amazon’s PPC platform:
In-depth ASIN Analysis
We began by gathering all ASINs from the account and conducting detailed research on which were performing well in sales and how much was being spent on them. This also helped identify which ASINs had the potential for improvement.
Expanding Product Catalogs
Understanding the significance of variety for online consumers, we expanded Kenneth Cole’s product catalogs. This was instrumental in broadening the brand’s appeal and potential customer base on Amazon.
Campaign Setup and Budget Enhancement
Using the list from the ASIN analysis, we set up campaigns to boost the visibility and sales of these products. This involved increasing the account budget to amplify the impact of our targeted advertising further.
Ads were meticulously optimized, ensuring that they were as effective as possible at attracting potential customers and encouraging conversions.
Keyword and Market Research
We conducted thorough keyword research and market analysis to further bolster the PPC ads performance. This provided us with valuable insights which were used to enhance the effectiveness of the PPC campaigns.
On the 1st of April 2023, Kenneth Cole’s daily sales had plummeted to $277,271 due to the suspension of their best-selling product on Amazon. However, following the implementation of our strategic measures, a significant uplift was observed.
By the 1st of June 2023, the daily sales had spiked to $404,561. This marked an increase of over 45% from the figures recorded in April.
This intensive, data-driven strategy paid off within two months. Kenneth Cole experienced a striking, remarkable increase in sales while keeping an ACOS under 5%. The brand’s performance on Amazon experienced a significant uplift thanks to the judicious use of PPC advertising and our dedicated optimization strategy.
The success of this project underscores the value of continuous management and optimization of Amazon PPC campaigns. Kenneth Cole intends to consistently monitor and refine its PPC strategies based on product performance, market trends, and advertising outcomes to ensure sustained growth and profitability.