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PB2 Foods Case Study

20%

Higher order Value

Since working with eComCatalyst, PB2's order value has grown by 20%.

175%

Increase in Sessions

Using our playbook for both organic and non-organic traffic, eComCatalyst has increased PB2's reach by 175%.

58%

Increase in Conversion Rate

Updated images, copywriting and A+ content improved conversion rates since onboarding

1,500+

Days with eComCatalyst

Onboarded in April, 2019

Overview

Industry: Food

Location: Georgia, USA

Links: shop.pb2foods.com

PB2 is a pioneer in the Peanut Butter space.  This Georgia based company launched in 2007 with a mission to help people find balance in everyday life, feeling confident in their choices, and being present each day.  PB2’s innovative line of plant based products range from uniquely flavored peanut butters to numerous types of pantry baking mixes.

eComCatalyst Services

  • Full Catalog Management
  • Marketing
  • Listing/SEO Optimization
  • Advertising/PPC Management
  • Brand Registry & Amazon Store
  • Marketing
  • Enhanced Brand Content
  • Infographic Development
  • Fulfillment & Logistics
  • Directing Video Content

Challenges

Re-Sellers – One of the biggest challenges PB2 faced is re-sellers.  PB2 was a retail first brand and hundreds of sellers were listing PB2 products for sale on Amazon.  This created a race to the bottom for these re-sellers, a poor shopping experience for PB2 customers, and a significant loss of margin opportunity for PB2. 

Pricing – PB2 sold across multiple eCommerce platforms.  When pricing on these platforms went lower than the other, PB2 would lose the buy box.

Content – As a retail first brand, PB2 had great packaging but needed more robust imagery to showcase their products.

Catalog – In 2019, a summer intern for PB2 attempted to setup their Amazon Seller account and catalog, which did not get setup correctly.  This presented some early challenges to get the account cleaned up and fully operational after onboarding.

Our Approach

As we do with every client, our early conversations centered around PB2’s goals and objectives.  After these early meetings, the eComCatalyst team worked with PB2’s executive team on a strategy to resolve their current challenges and position them for both growth and profitability across all of their eCommerce Channels.

Marketing

  • Leveraging several market leading agency tools, our team worked to understand the Peanut Butter market and the customer persona that would purchase PB2 products online.
  • After gathering key customer data and fully understanding PB2’s product line, eComCatalyst developed captivating A+ Content, Infographics, and Optimized Product Listing to grow PB2’s revenue and ensure profitability.

Catalog & Brand Development

  • Eliminating non-authorized re-sellers from selling PB2 products on Amazon was a top priority to ensure a positive customer experience and more profitability for PB2. eComCatalyst enrolled PB2 in Amazon transparency.
  • In the early days of working with PB2, the buy box would regularly get lost when pricing changes happened on other eCommerce platforms. eComCatalyst worked with PB2 to create Amazon specific products with more eCommerce friendly quantities and sizes. This created a win/win for both the buy box challenge and size/scale challenge when shipping their products.

Advertising & PPC

  • Like most companies, PB2 wanted both growth and profitability. This combined with their desire to become one of the top Peanut Butter brands on Amazon informed our strategy with ad development & spend.
  • Sponsored Product Advertising – Using in-house tools, we identified the main keywords and long tail keywords to increase revenue.
  • Adjusted ad spend and price point to slow sales and prevent stock outs or limit the time an item is out of stock
  • Sponsored Display Advertising – PB2 imagery is very strong so we formulated a strategy to target high-converting categories.
  • Sponsored Brand Advertising – eComCatalyst worked with the PB2 team to develop powerful videos to highlight the brand and expand their reach.
  • Proprietary Campaigns – Our unique approach to managing ad spend and increasing market share led us to creating numerous effective campaign structures.

Impact

  • PB2 is the Market Leader in their Category on Amazon (#2)
  • PB2 ROAS has enabled them to grow revenue & be profitable
  • PB2 is sending multiple truckloads of product to Amazon every week

From the CEO:  eCom Catalyst has been a great partner and their energy, knowledge and commitment to our business growth has been unwavering.  – Craig Entwistle, CEO, PB2 Foods

 

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