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
Services
- Digital Strategy & Plan Services
- Product Information Management
- Digital Marketing Foundation
- Run & Operate Services
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
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