Vantage

OOLY CLIENT SUCCESS STORY

Defensive Strategy Helps Remove Unauthorized Resellers
and Regain Brand Control

Overview

Ooly is a leading brand in the arts and crafts industry. They came to us with concerns of unauthorized resellers on their Amazon listings, causing low buy box win rates on multiple ASIN’s. Ooly wanted to put a strategy in place immediately to address the low ASP’s that these resellers were causing. VantageBP, together with Ooly, crafted a brand protection strategy to remove unauthorized resellers and increase channel sales by creating a stepped priority of ASIN’s to tackle first.

By focusing on priority ASIN’s with the greatest ASP concerns, Ooly could easily track their ROI through both increased buy box wins as well as sales increases.

APPROACH

  • Identify Unauthorized Resellers & Listings Results
  • Ooly partnered with VantageBP to conduct a thorough audit and identify the scope of unauthorized sellers disrupting their product listings.

  • Craft Comprehensive Strategy to Improve Buy Box Wins
  • Create a targeted ASIN approach which would prioritize removal of the sellers causing the most damage to the brand’s ASP.

    Results

    98%

    Buy Box Wins for the
    Most Troublesome ASIN
    after 3 Months

    78%

    Online Infringements
    Close Rate after 3 Months

    $183.7K

    Dollar Amount Increased By
    Buy Box Win % Across 3
    Months for Top 3 ASIN’s

    544

    Unauthorized Listings
    Removed from Amazon

    Conclusion

    Ooly’s primary objective was to increase listing margin and overall sales on Amazon. This was contingent upon Ooly’s ability to gain control of their buy boxes.

    As a leader in online brand protection, VantageBP launched a strategic approach to address Ooly’s specific concerns. Within 3 months, VantageBP removed 201 unauthorized resellers from 544 Amazon listings.

    Ooly’s partnership with VantageBP helped increase their average buy box rate to 97%. This correlated to an increased sales growth of 195% and brought their ASP’s back to expected levels on Amazon.

    Ooly Magic Puffy Pens (B014DMSRGE)

    Before

    5.6%

    Buy Box Wins for
    Nov-Dec of 2022

    $39K

    In Sales for Nov-Dec
    of 2022

    After

    98%

    Buy Box Wins for
    Nov-Dec of 2023

    341%

    Increase in Sales

    Concerns & Resolutions

    In November and December of 2022, Ooly saw buy box wins on their Magic Puffy Pens just 5.6% of the time, culminating in $39k in sales.

    In November and December of 2023, after implementing VanatgeBP’s services, Ooly saw buy box wins on their Magic Puffy Pens jump to 98% of the time, with a 341% increase in sales.

    Ooly Scented Yummy Yummy Glitter Gel Pens Set of 12 Pens (1223064417)

    Before

    18%

    Buy Box Wins for
    Nov-Dec of 2022

    $11.6K

    In Sales for Nov-Dec
    of 2023

    After

    96%

    Buy Box Wins for
    Nov-Dec of 2023

    $50.6K

    Increase in Sales
    for Nov-Dec of 2023

    Concerns & Resolutions

    In November and December of 2022, Ooly saw buy box wins on their Scented Yummy Yummy Glitter Gel Pens Set of 12 Pens just 18% of the time.

    In November and December of 2023, after implementing VanatgeBP’s services, Ooly saw buy box wins on their Scented Yummy Yummy Glitter Gel Pens Set of 12 Pens jump to 96% of the time, with a 354% increase in sales.

    Ooly Chunkies Twistable Tempera Paint Sticks For Kids in Metallic Colors (B08FY29XSN)

    Before

    41%

    Buy Box Wins for
    Nov-Dec of 2022

    $11.7K

    In Sales for Nov-Dec
    of 2023

    After

    99%

    Buy Box Wins for
    Nov-Dec of 2023

    $22.7K

    Increase in Sales
    for Nov-Dec of 2023

    Concerns & Resolutions

    In November and December of 2022, Ooly saw buy box wins on their Chunkies Twistable Tempera Paint Sticks for Kids in Metallic Colors just 41% of the time, culminating in $11.7K in sales.

    In November and December of 2023, after implementing VanatgeBP’s services, Ooly saw buy box wins on their Chunkies Twistabke Tempera Paint Sticks for Kids in Metallic Colors jump to 99% of the time, with 22.7K in sales.