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SureWerx

Revenue growth through online channel strategy & optimized merchandising.

Overview

SureWerx is an international supplier of professional tool, equipment and safety products. The company acquired multiple brands over the years and sells through distribution channels. They faced a need to ‘go faster’ and realize revenue more quickly through improved syndication and leverage a mix of foundational and advanced distribution marketing efforts.

SureWerx faced multiple challenges to accomplish rapid growth goals including:

  • Disjointed, inaccurate, and limited product data across their ERPs and a variety of decentralized systems
  • Need grow in existing and quickly expand into new key sales channels with the biggest ROI potential that fit with their business model, audience and brands
  • How to create a ‘surge’ of products onto the key online distribution channels, from both a quantity and quality lens, and efficiently manage more product information on more channels

Solution

  • Digital channel prioritization output with unique SureWerx Channel Fit Index recommended and projected growth targets with focused efforts on 2 existing online distribution channels – Amazon and Zoro – and a prioritized list of new ones – beginning with Lowe’s and HD Supply
  • Surge process for SKU identification and content improvement
  • Procured and implemented InRiver Product Information Management (PIM) tool to better structure, categorize, and syndicate product data
  • Advanced marketing strategies for SEO and product discoverability with numerous analytics tools in place including Google Ads, Sellics, PriceSpider, and Amazon Marketing
  • Redesigned 4 Amazon storefronts informed by marketing and sales data
  • Email templates and landing pages updated and modernized across the family of brands
  • Created a “Where to Buy” campaign strategy utilizing Google Ads, email marketing, and PriceSpider

Platforms

  • InRiver PIM
  • Amazon Marketing
  • PriceSpider
  • Sellics
  • Google Ads

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Impact

  • Introduced 2 additional online selling channels with prioritized list for further expansion
  • Operationalized a product merchandising and content governance program, increasing the quality and quantity of more than 12k SKUS across 6 brands across 4 channels
  • Drove 125% increase in sales YOY across Amazon, Lowe’s, Zoro, Global, and HD Supply through product and content optimization efforts
  • InRiver PIM manages rich product information centrally and syndicates, allows for a small team to efficiently operate this growing business
  • Developed strategies around advertising, promotional events, brand landing pages/stores and other channel techniques to continue accelerating growth.
  • Insights into user behavior on external selling channels through ‘where to buy’ program further enriches branded experience

125%

REVENUE INCREASE YOY

95%

AMAZON REVENUE INCREASE YOY

46

CHANNEL PARTNERS ANALYZED IN PHASE 1

"We used channel prioritization to narrow down from thousands to dozens of channels…in the formats and structures they need. Now we are able to push out that content in a seamless manner, and not consume valuable hours of our company's resources. We want our team focused on building great content, not what would have in the past been a very manual, laborious process."

Christian Wiltrout
COO SureWerx