Premium men’s skin care brand Oars and Alps is in the process of perfecting their Amazon marketing techniques, finding a way to adapt to the retail stresses of the COVID-19 pandemic while also building a foundation for the future. Their experiences can tell sellers a lot about how to weather uncertain times on Amazon as well as how to get their business established as a well-known brand.
Handling Immediate Problems
Oars and Alps is a rising brand that was enjoying steady growth before the COVID-19 pandemic hit, causing turmoil in the global marketplace – and Amazon in particular – that forced them to reconsider their usual marketing tactics. While the company only makes 15% of their total sales through Amazon, they experienced a steep 50% drop in conversions for marketing spending at the beginning of April and saw 4-week delays imposed on many of the remaining orders that were placed at that time.
The company is currently re-examining its marketing ROI every few days to keep on top of the many sudden shifts the market is undergoing; if something isn’t working, that approach is either tweaked or scrapped altogether. That aspect continues to modified until satisfactory results are achieved, then continues to be monitored over those regular check-ins in case more changes are needed. This constant re-evaluation allows them to keep pushing their revenue up when it starts to dip and giv...