The outerwear store TheCaSh came to us before the sales season at the end of summer 2024. The brand already had its own production, but was not yet presented on Ozon.
It is important to say that it was necessary to promote the store even before the start of the season, deadlines were pressing, so we launched with only 2 product models, and already in the process we quickly created additional cards.
Goals:
- Expand your sales market by entering a new marketplace
- Increase brand awareness and loyalty on a new platform
- Increase sales in rubles and pieces
- Keep the DRR within 10%
Key tasks:
- Help with card design: description, characteristics, photos and video covers
- Optimization of advertising campaigns
- Distribution of goods among warehouses
XWAY Step-by-Step Strategy
Step 1. Worked with the design
The brand already had its own professional photographs, and we needed a set of recommendations on their placement
and optimization of the visuals of the cards as a whole. To do this, we analyzed competitors and identified what else
could be added, which USPs for infographics were the most effective. To test the hypotheses, we used A/B testing of the
main photographs of the card.
To increase click-to-order conversion and reduce returns, we suggested adding size charts, product videos, video
covers, and rich content to tell more about the product and show it from different angles.
Example of rich content
Step 2. Conducted SEO optimization
Before pouring traffic to the cards, you need to work on organics: make a selling description, add keywords, fill in the
characteristics as much as possible. This will allow Ozon search algorithms to understand which request should be
used to show your products to buyers.
To begin with, we collected a semantic core for each product — this is the full list of keywords and phrases by which
people can try to find a product in the marketplace catalog. After that, we divided the words into three main groups by
frequency and placed the necessary keys in different parts of the cards. High-frequency ones were added to the title,
and medium- and low-frequency ones — to the description and characteristics.
It is important to remember that in the “clothing” category, a template engine is triggered that automatically generates the name – the buyer is shown a different name than the one specified by the seller.
The buyer sees “TheCaSH Coat” in the title, and the seller’s account displays high-frequency keywords “Women’s demi-season long coat with buttons”. Thus, the card names do not take up much space, but at the same time correspond to the necessary keywords.
The name that the buyer sees
The name that is displayed in the seller’s personal account
Step 3. We used tools to attract and increase customer loyalty
Set up internal advertising. Used stencils, top kiribati business email list placement, search engine promotion. Tested various promotion optimization hypotheses to maintain the agreed DRR
Participated in promotions. We chose only those that suited us in terms of margin;
We sent out seller bonuses to those who had already added the brand’s product to their cart or favorites, who had already bought something in the seller’s store or who met certain characteristics. This helped motivate repeat purchases.
We have connected the “Star Products” mechanic.
This is a loyalty program in which the buyer can understand the characteristics of an intrapreneur accumulate stars for purchases using the Ozon Card and exchange them for products from special selections for only 1 ruble;
Created our own promos. Worked with the green price — that’s the price when paying with an Ozon Card. To get it, the starting price should be as profitable as possible, and the product should be popular.
Green price on Ozon
“Points for reviews” were enabled. Up to 450 bonuses were given for one review with a photo/video.
Points for reviews on Ozon
We connected a Premium subscription. This allowed us not only to receive the “Premium seller” label with a note about high-quality service and high product ratings, but also to rise in the search with a large index. And premium is also access to advanced analytics. With it, you can see an analysis of the best-selling categories, models and brands during promotions, buyer portraits, trends, competitive positions, etc.
Ozon Premium Subscription
Step 4. Provided recommendations on supplies
The client worked only via FBO. Therefore, we calculated uae phone number deliveries by regions, warehouses and sizes – what, how much and where exactly to send. The emphasis was placed not only on central warehouses, but also on regional ones with high demand. It was important to have time to make deliveries before the sales season. All these actions helped to reduce the delivery time to the client, organically rise in the search results, increase the flow of orders and increase the localization index by 10%, which directly affects the cost of logistics.