PointStory LLC

11/10/2021

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11/06/2021

PointStory
Published by Tik Yip · Ofctoberpoc 0282a aus4to84h 3:36e PdM ·
Case Study - A Health & Beauty Brand
The Situation
This brand had inventory issues through May and wanted to regain market share by aggressively advertising on Amazon.
The Goals
Increase market share across core keywords and increase sales across all product lines.
The PointStory Solution
PointStory built campaigns to drive revenue with a focus on market share that targeted their brand, generic, and competitor terms and ASINs.
The PointStory Results
$655,000 increase in revenue in just two months. 8.2% decrease in ACos.

PointStory built campaigns to drive revenue with a focus on market share that targeted their brand, generic, and competitor terms and ASINs.

11/05/2021

Case Study - Else Nutrition
How PointStory generated positive impact on ROAS and sales:
- 2.5x increase in ROAS
- 3x increase in attributed orders
- 4x increase in clicks
- 7x increase ad impressions
The Situation
While the brand was growing on Amazon it was at the expense of a relatively high AcoS which was driven by a large number of targets with low clicks, not enough to provide a good enough signal on how to proceed.
The Goals
Pointstory was in charge of launching Else Nutrition, a globally patented, plant-based alternative formula for toddlers on the Amazon marketplace. The brand operates in a highly competitive category which includes major brands such as Ge**er, Similac and Enfamil.
The PointStory Solution
The team focused on driving traffic using exploratory campaigns with wide reach. The strategy was to generate traffic and capture terms that resonated with the shoppers as well as top products in the toddler nutrition space. This approach helped the client in getting traffic and understanding the targets that resonated with the shoppers. Advertising played a major role in the launch tactics and included a combination of ad types and techniques necessary for generating brand awareness and initial sales traction.

While the brand was growing on Amazon it was at the expense of a relatively high AcoS which was driven by a large number of targets with low clicks, not enough to provide a good enough signal on how to proceed.

11/04/2021

Case Study - Protalus
Pointstory fixes complex retail problems for health and personal care brand.
Once retail issues were resolved:
- 25% increase in unit session %
- 20% increase in ordered product sales
- 10% decrease in ACoS

The Situation:
Protalus experienced some retail issues where their products' variant names were incorrectly changed, even though they are brand registered. Due to a bug on Amazon's end, the normal methods of updating size and color did not produce the expected results. Sales were down 20 - 30% due to this error.

The Goal:
Resolve unconventional retail issues while maintaining profitability through advertising.

The PointStory Solution:
Due to a complication with ghost ASINs associated with a few of their items, this made it impossible to go through the standard procedures to update the parent / child relationship. Even deleting the listing and relisting the product with proper variant names rendered invalid results. These kinds of catastrophic errors are impossible to deal with using the self-service portal, and many Amazon business managers can attest, reaching out to support could land you in canned response hell.
First off, this is not an issue that you can resolve through email. You must talk to someone on the phone through support, and even so, you'll need to get someone with experience. You'll notice in these calls that there are at least two tiers of support personnel. First tier support will translate your problem and escalate the issue. If you're lucky enough to get someone with more experience, you may have more luck in the resolution of more complicated issues.
We called in dozens of times, focusing in first on resolving one ASIN out of about forty-five. Once we reached a tier two support person, they discovered that ghost ASINs were created and that they were attached to the existing ASIN. This locked the incorrect size and color attributes to the ASIN. In this case, we needed Amazon support to un-associate the ghost ASIN from the existing ASIN, so we had to create an offer and attach it to the ghost ASIN. Once that was done, we deleted the listing, waited 24 hours, and reuploaded a bulk upload sheet with the correct information. Once this worked, we contacted support once again to go through this process for the other 44 ASINs.
Once this was resolved, we saw unit session % increase by 25%, ACoS decrease by 10%, which allowed us to be more aggressive in advertising, and top line sales increase 20% within a matter of just a couple of weeks. If you're experiencing retail issues, sometimes they're easy to resolve. Other times, it may seem like you've done everything possible. We've seen a lot (not all) of retail issues and have a process to move things forward, to come to a quick resolution.

Protalus experienced some retail issues where their products' variant names were incorrectly changed, even though they are brand registered.  Due to a bug on Amazon's end, the normal methods of updating size and color did not produce the expected results.   Sales were down 20 - 30% due to this err...

11/03/2021

Learn about holiday insights and tools for brand building at this FREE webinar led by industry experts. Sign up here: https://us06web.zoom.us/.../851.../WN_q5yAoQrQQDexR89ydbbiKw

11/03/2021

Hello! We're PointStory, a digital growth agency that combines the art and science of story-telling to connect your brand to hearts and minds and turn prospects into fans.