Stuffcool

Overview

A D2C brand that is well known to be an innovator of electronic gadgets and accessories was able to define a clear growth strategy for the brand and scale top lines and profits.

About the Brand: Stuffcool is a brand that manufactures electronic power accessories like charging adapters, wall chargers, power banks and other accessories like phone cases and cables. The brand is known for having an omnichannel presence and continues to have strong offline sales.

Around 2019, the brand had launched the first of its kind ‘USB C type power bank’ that quickly became the hero product for the brand due to the first mover advantage.
Around the same time, the brand was testing out newer SKUs from existing product categories with great innovation in technology and was also exploring newer categories like luggage and other fashion accessories.

Problem statement: 

  • Inspite of selling industry leading products, the brand struggled to be profitable on Amazon and did not have clarity on resolution.

  • The brand wanted deep category level insights and a clear GTM strategy for their new category launches.

Solution: On completing the audit of the account, we realised the following issues;
  • The brand did not have a product category level selling / advertising strategy. Some product categories (e.g. phone cases) were extremely loss making than the others which reduced overall profitability for the brand.
  • The brand did not have an MIS structure for advertising data which led to the shortsighted effort on scaling up on Amazon.
  • We observed that the product detail pages did not have images that communicated the USPs of the product and convince customers to purchase products of the brand.
  • The product distribution had ample scope of improvement as they were selling products from a single warehouse.
  • The brand was working on launching multiple product categories without a clear understanding of the platform, customer behaviour and was on track to incur losses.
Results:
  • With changes done to the product detail pages, the brand experienced a 67% increase in Product page conversion rates in a period of 45-60 days of implementation.
  • The first quarter of account operations saw an increase in efficient deployment in advertising budgets where the account saw a 37% increase in top line revenues with the same amount of budget being deployed as that when deployed before team RB was working on the account.
  • Changes in the distribution methods and focused product selection resulted in reduction of product returns. The customer return % was reduced to < 15% from a high >27% returns.
  • Effective discounting and pricing strategies helped in a 7X – 8X scale in top line revenues during the ART sales and post sale period.
  • The stakeholders were provided with detailed market sizing reports with suggestions on the new product categories to be launched and were also provided with a GTM strategy.
  • The brand successfully launched 4 new product categories and more than 15 new SKUs.
  • Effective advertising strategies deployed either for new product launches or scaling up visibility for existing products helped improve brand equity for Stuffcool.