Introduction to Koblenz
Koblenz is a well-established manufacturer of home care products, commercial cleaning items, and various household appliances. With over a century of history, the brand has become known for producing high-quality and durable products. Its offerings include a wide range of floor care items, such as vacuum cleaners and power washers, as well as commercial cleaning machines like floor machines and high-speed burnishers. Koblenz also manufactures home and small appliances, including gas cooktops, wine coolers, blenders, coffee makers, ovens, and mixers.
Despite its wide product range and strong reputation, Koblenz faced challenges expanding its presence in the increasingly competitive e-commerce market, particularly on Amazon. The company recognized the need to optimize its digital strategy and strengthen its online presence to compete effectively with established brands. In May 2023, Koblenz partnered with SalesDuo to address these challenges, grow its Amazon business, and capitalize on the platform's growth potential.
The Onboarding Process with SalesDuo
When Koblenz initiated its partnership with SalesDuo in May 2023, the brand achieved a solid year-over-year growth of 86.17%. However, Koblenz knew there was a significant opportunity to scale further on Amazon, especially by leveraging expert marketing management, creative content, operations, and strategy.
SalesDuo began by conducting an in-depth audit of Koblenz's existing Amazon account to identify improvement and potential growth areas. This audit helped pinpoint gaps in product visibility, catalog management, and advertising efficiency. Additionally, SalesDuo evaluated Koblenz’s competitors to understand where the brand could differentiate itself and capture more market share.
The primary goals set during onboarding were:
- Increase visibility: Enhance product listings to improve visibility and searchability on Amazon.
- Boost conversions: Optimize listings and marketing campaigns to drive higher conversion rates.
- Maximize advertising efficiency: Streamline and allocate marketing budgets toward the most effective products.
- Drive sustainable growth: Implement a long-term strategy for consistent and scalable growth across key product categories.
By aligning these goals with a comprehensive strategy, SalesDuo prepared a robust plan covering every aspect of Koblenz’s Amazon business, from Forecast, operations, and catalog management to marketing and advertising efforts.
Key Strategies Implemented by the Amazon Agency
After onboarding, SalesDuo began implementing strategies to optimize Koblenz’s Amazon presence and drive significant growth.
1. Catalog Enhancement
One of the first steps was improving Koblenz's product catalog on Amazon. SalesDuo enhanced the catalog by focusing on the following elements:
- Keyword Optimization: SalesDuo added trending keywords to the product listings that ranked within Amazon’s Search Frequency Rank (SFR) of 1 to 150,000. By incorporating high-traffic keywords, Koblenz’s products gained better visibility in search results, driving more organic traffic.
- Display Page Image Improvements: SalesDuo enhanced the images for each product. This included adding high-quality images that showcased the products from multiple angles and in real-life settings, helping customers make informed purchasing decisions.
- A+ Pages and Brand Story: SalesDuo revamped Koblenz's product listings with A+ content to improve conversion rates. The enhanced product pages featured detailed product descriptions, comparison charts, and engaging content emphasizing the brand’s history and quality. Additionally, SalesDuo created a "Brand Story" section to connect with customers on a personal level, highlighting Koblenz's heritage and the craftsmanship behind its products.
These catalog enhancements were critical in driving better engagement and improving conversion rates. The products gained more visibility, and customers were more informed and confident in their purchases.
2. Marketing Efforts
Marketing played a crucial role in Koblenz’s Amazon growth. Over the 18 months following the onboarding, SalesDuo managed a marketing budget of over $150,000, focusing on targeted campaigns to maximize the return on investment (ROI).
The key strategies included:
- Sponsored Products (98% of budget): Most of the marketing budget (98%) was allocated toward Sponsored Product campaigns. The different types of sponsored product campaigns, including automatic, manual keyword targeting, and manual competitor targeting, allowed Koblenz to place its products at the top of Amazon search results and product detail pages, targeting customers interested in similar products. YTD 2024, we have a 4% increase in sales and a 1% increase in ROAS (a 3% decrease in ACOS) compared to 2023.
- Sponsored Display (2% of budget): A smaller portion (2%) was dedicated to Sponsored Display ads. These ads helped to safeguard our detail page with a defensive strategy and retargeting customers who had previously interacted with Koblenz’s products but had not yet made a purchase.
- Performance Metrics: These marketing efforts generated over 25,000 orders, with a Return on Advertising Spend (ROAS) of over 5 in 2023 and 6 in 2024. This meant that Koblenz earned more than six dollars in revenue for every dollar spent on advertising, demonstrating the effectiveness of SalesDuo’s marketing strategy.
The marketing efforts profoundly impacted Koblenz’s top-selling products, with 8 out of the top 12 items experiencing a remarkable 638% growth.
Account Management by SalesDuo
Account Management and Strategy
SalesDuo's account management services extended beyond daily operations to include comprehensive strategic planning. This included Forecasting, adjusting pricing strategies, managing inventory levels to avoid stockouts, and ensuring that Koblenz was well-positioned to capitalize on seasonal trends and peak shopping periods like Black Friday and Prime Day. SalesDuo didn’t just focus on catalog enhancement and marketing; we also proactively managed Koblenz's catalog by ensuring that Amazon did not yank the top items. By taking a holistic approach, SalesDuo ensured that all elements of Koblenz’s Amazon presence were aligned to drive growth.
The combination of operational efficiency and strategic account management enabled Koblenz to offer a seamless and engaging customer experience.
Results and Performance Metrics
Koblenz’s partnership with SalesDuo delivered exceptional results throughout 2023. The brand saw a 280% overall growth in its Amazon business, surpassing initial expectations and far exceeding the industry average.
Key Performance Metrics:
- Overall Growth: Koblenz's sales increased by a staggering 280% in 2023 compared to the previous year. In 2024 (YTD), we are growing by 65%.
- Product-Specific Growth: 8 out of the top 12 products saw a 638% growth, driven mainly by catalog enhancements and targeted marketing efforts.
- Orders Generated: SalesDuo’s marketing efforts generated over 25,000 orders, with a ROAS of over 5.
- Advertising Efficiency: By investing more than $150,000 in marketing over 18 months, Koblenz achieved a significant return, demonstrating the effectiveness of the marketing strategy.
These impressive growth metrics underscore the power of strategic catalog enhancement, targeted marketing, and creative execution.
Challenges Faced and Solutions
Like any partnership, Koblenz and SalesDuo encountered challenges along the way. One of the primary obstacles was ensuring that the catalog remained optimized despite the rapidly changing marketplace. As Amazon introduced new algorithms and competitors continuously optimized their listings, Koblenz had to stay ahead by frequently updating keywords and content.
Another challenge was balancing the marketing budget to maximize ROI without overspending. SalesDuo solved this by closely monitoring campaign performance and reallocating funds to high-performing products and ad types.
SalesDuo’s proactive approach ensured that these challenges were addressed promptly, enabling Koblenz to maintain steady growth throughout the partnership.
Conclusion: The Future of Koblenz with SalesDuo
The partnership between Koblenz and SalesDuo has been a significant success, with the brand achieving 280% overall growth in 2023 alone. Through targeted catalog enhancements, strategic marketing, and operational management, Koblenz capitalized on its Amazon presence and reached new heights in sales and brand recognition.
Looking ahead, Koblenz plans to continue working with SalesDuo to scale its Amazon business further, expand into new product categories, and explore additional opportunities in international markets. With a solid foundation, Koblenz is well-positioned for sustained growth in the years to come.
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About the Author
Maaz Javeed Mohammed and Giridhara Prasad bring their expertise in eCommerce to this blog. Maaz focuses on refining sales strategies, while Giridhara, an Associate Director at SalesDuo and ex-Amazonian, drives global business success. Outside of work, Maaz enjoys hiking, photography, and music, while Giridhara is passionate about sports, travel, and exploring political science and philosophy.
