| Our Work.
Brands We've Worked With
Oars + Alps.
Oars + Alps is a natural, non-toxic premium skin care line with an outdoorsy edge. Velocity began working with the startup in April 2018 to support their first retail product launch on Amazon by acquiring new customers and increasing sales. With no previous brand awareness, when it came to launching the product on Amazon we needed to ensure the product stood out in the highly competitive luxury beauty category. Prior to launch, Velocity consulted O+A on pertinent go-to-market decisions, beginning with analyzing internal capabilities of the organization and determining that a 1P Vendor fulfillment model was most appropriate for launch. We then conducted a price analysis for negotiated Amazon wholesale costs to ensure maximum profitability and developed an inventory forecast tool to ensure the brand could keep up with projected demand. We also delivered and executed a launch plan, including best-in-class content, SEO, AMS and promotional opportunities to ensure product visibility while leveraging paid tools to eventually drive organic traffic. Based on our strong relationships with Amazon’s product teams, we were able to secure O+A as part of the initial beta test for In-App Video Ads. Since the initial launch, we utilize our proprietary SKU measuring system, Amazon HealthScore monthly to understand the immediate opportunities that can be addressed to continue to drive traffic and conversion. We continue to drive MoM growth of the brand through content optimization, AMS campaigns and promotional opportunities, while identifying and integrating with appropriate beta opportunities. The brand saw an impressive and sustained growth rate of 30-50% MoM, with no sign of plateau in the near future, and is now a leader in the luxury beauty category with an average 4+ star rating on Amazon. With these proven results, Oars + Alps has been able to expand distribution to other key retailers, continuing to gain a foothold in their category.
As introduced previously, Gone Rogue is an innovative high-protein chip, paving the way for a new health food category. Velocity began working with Land O’ Frost on the launch of Gone Rogue on Amazon back in September 2018. Because it was similar to Oars + Alps, with no brand awareness, we needed to ensure the product was visible between the jerky and protein chips categories. It was also the first time Land O’Frost had worked with Amazon, so it was pertinent to ensure all operations and internal departments within the organization were prepared to integrate and comply with Amazon requirements. Prior to launch, Velocity consulted LOF on important go-to-market decisions starting with analyzing internal capabilities and determining a 3P Seller fulfillment model was necessary. We then consulted on the following areas:
- Packaging optimization to ensure minimal storage, fulfillment and shipping costs
- Cost analysis for retail pricing to ensure maximum profitability
- Developed an inventory forecast tool to track on-and-off platform marketing and merchandising and project inventory needs
- Integrated with operations department to ensure appropriate back-end fulfillment including labeling and packaging were in compliance with Amazon requirements
- Developed an on-platform marketing & merchandising plan driving traffic and conversion to ensure growth early in the product life cycle by positively impacting Amazon’s search algorithm
As introduced previously, Cricket Wireless was selling their SIM Card Kit on Amazon, but due to increased competition, was looking to improve search rank and drive sales velocity with help from Velocity in 2016. Based on the initial Amazon Healthscore analysis, we identified SEO, Creative and AMS as immediate areas of opportunity in order to achieve client objectives. We worked with Cricket and our internal Amazon creative team to develop enhanced product images, optimized product detail page copy, enhanced A+ content and a Storefront (as mentioned previously), and most importantly launched an AMS campaign. After launch of the optimized product detail page content, brand store and AMS campaign, demand increased by 7,000 more units than originally forecasted at project initiation. We continue to track keyword performance, search rank and competitive terms in order to further optimize content and the AMS campaigns. The sales demand forecast has shown positive results over the life of the campaign, with minor declines as a result of supply chain issues, Amazon demand mis-forecasting and out of stocks. These operational issues have led to Velocity launching a 3P Seller account for Cricket in order for them to maintain a Hybrid (1P/3P) fulfillment model to be able to combat low Amazon forecasting and out-of-stock issues.