Three Dog Bakery
Three Dog Bakery is a dog treat company, established in 1989, that specializes in crafting high-quality dog treats. Their commitment to using wholesome, natural ingredients ensures the well-being of dogs while offering a variety of delectable and nutritious treats.
THE DETAILS
TIMELINE
January 2020 – December 2021
HINGE SERVICES
Assortment Strategy
Whitespace Analysis
Platform Management
AMS/PPC Management
A+ Content (Cross-Sell)
LOCATION
United States
The Challenges
The brand has a 1P relationship, so the largest challenge with the distribution was Amazon driving prices down and competing against other large retailers. This resulted in low profitability for Amazon, putting products at risk of not being ordered through Amazon Vendor Central. As a strategy was put in place for their Amazon assortment, the second challenge was merchandising and advertising strategy for new product launches to ensure optimal visibility and sell-through. Three Dog Bakery also needed help with the following:
- Assortment Strategy and Profitability on Vendor Central: A product portfolio that does not directly overlap with all other major marketplaces and retail prices being driven down.
- White Space Analysis: What new products should be launched, and what Amazon data was available to show where there was opportunity in the marketplace?
- New Product Launches: How to successfully launch new products to ensure a new assortment strategy would still achieve YoY growth on the channel while shutting off top-performing historical ASINs.
“We are very impressed with the team at Hinge Commerce. Their eCommerce expertise and dedication to our business have helped propel our Amazon channel. Because of their efforts, Amazon has now become a priority channel for us. We look forward to tapping Hinge to help drive our other eCommerce sites in 2021.
The Solutions
Profitability
Vendor Central was confirmed to be the correct and most profitable platform. We worked through optimizing their assortment on Vendor Central to remove items with low profitability and shifted consumers to new products (new sizes and new bundles).
For the long term, Hinge provided a White Space Analysis and analyzed competitive pricing for key attributes to determine what opportunities would drive the most incremental growth.
New Product Launches
Utilizing Vine, having a separate ad budget and KPIs for new products, and ensuring that the Brand Store and A+ Content cross-sells were updated with the new products at the date of their launch made a huge impact.
If possible, we included new products into variations with high traffic and high conversion products. If the new product replaced a product due to a size change, we utilized Vendor Centrals’ widgets to redirect consumers to the new size.