MULTI-YEAR YOY SALES INCREASE

BioSteel Sports

BIOSTEEL: CLEAN. HEALTHY. HYDRATION.™ BioSteel’s mission is to create the healthiest and most trusted sports hydration products on the planet. Whether you’re a pro-athlete, the next generation of athletes, a weekend warrior, or just living your everyday life, BioSteel is the better for you hydration option. The best kept secret in sports is no longer a secret. With 5 essential electrolytes, BioSteel’s Hydration Mix is designed to keep you hydrated throughout the day with great-tasting, instant hydration.

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THE DETAILS

TIMELINE

June 2021 – September 2023

HINGE SERVICES

Platform Management
Demand Planning
Catalog Management
Promotional Strategy & Execution
Creative Content (product, lifestyle, infographics)
Copy – SEO Optimization

LOCATION

United States and Canada

The Challenge

BioSteel was a growing brand on Amazon across both US & CA regions using a hybrid account setup (1P-Vendor & 3P-Seller).

Numerous tactical retail readiness challenges needed to be addressed in the first year of the partnership, which allowed for advanced strategy techniques and refinements in the second and third years.

Inventory: Out of Stock (OOS) driven by supply chain issues and FBA capacity constraints
Catalog Management: Inconsistent parent/variation setups across regions and inconsistent bundle strategies
Content and Creative Assets: Not optimized for SEO or eCommerce conversion
Reactive Promotions: Strategy based upon inventory levels and Amazon Deal recommendations

Our Solution

The initial solution focused on acute issues of catalog strategy, inventory, and content updates to drive increased clicks and conversion rates. As a new baseline was established, advertising and promotional strategy evolved to ensure brand growth with new customer acquisition and brand loyalty remarketing techniques, increasing traffic, and further fueling the Amazon Flywheel.

Inventory Solution

GIVE RECOMMENDATIONS

The Hinge Commerce team implemented Weekly Demand Planning and FBA replenishment recommendations to quickly ensure OOS were minimized.

ALIGN ON A PLAN

Provided Annual Planning and Monthly Forecasting guidance (by Region and Platform) for BioSteel’s internal teams to better plan for future inventory level needs.

PRE-PLAN PROMOTIONS

All tent-pole promotional events were planned for in advance, sending in required inventory to support promotions before Amazon inbound cut-off dates without jeopardizing IPI scores.

ENSURE IN-STOCK PRODUCT

Dual FBA/FBM listings were created to ensure the product stayed in stock during peak Q4 in which higher demand, FBA capacity constraints, and shipping/receiving delays could put sellable inventory levels at risk.

Catalog Management Solution

DEVISE A STRATEGY

Implemented a customer end-use strategy for parent/child variation setup in which Hydration Mix multi-serving tubs were separate from single-serving sticks. This allowed the consumer to shop across flavors within sticks, increasing flavor trial.

SKU RECOMMENDATIONS

SKU Rationalization recommendations were provided for potential Amazon exits but also to evaluate for FBA capacity levels, in which lower velocity SKUs were made FBM only to ensure space for top-selling products.

BUNDLE ADJUSTMENTS

Shifted from FBA virtual bundles to FBM “test & learn” bundles. This allowed for greater flexibility and removed the limitations of Amazon FBA virtual bundles where bundles cannot be variated nor used in Sponsored Products campaigns, which reduces the likelihood of new product discovery. By utilizing FBM “test & learn” bundles, we were able to create a variety of flavor combinations from existing single-serving stick ASINs, which informed future product development.

Content & Creative Solution

EVALUATE THE CURRENT STATE

Performed a content audit to evaluate listing performance vs. competition.

ENHANCE THE COPY

Create unified listing copy for all skus and increased keyword usage by 50%.

OPTIMIZE MARKETING TILES

Utilized brand voice and assets to optimize images and A+ Content with infographics for feature and benefit and end-use messages, as well as easy-to-understand “how to use” instructions.

STRATEGICALLY OVERHAUL A+

Increased catalog visibility and diversity through the use of A+ Cross Sell modules and Storefront updates.

REFRESH, THOUGHTFULLY

All creative content was re-evaluated every 6 months for keyword optimization and trend shifts.

Promotional Solution

STEP 1

Developed a new promotional strategy in which tent-pole events were geared to drive new customer acquisition 2-3x per year. Discount amounts were tiered based on region due to brand awareness levels as well as product subcategories due to margin rates.

STEP 2

This was followed by remarketing advertising campaigns and brand-building loyalty drivers of Subscribe & Save (SnS) coupons ~30 days after the event.

The Results

Through a strategic and methodical approach, Hinge Commerce delivered consistent multi-year YoY growth, in which core retail-readiness issues were identified and addressed first. This was followed by a plan to continuously engage all aspects of the Amazon flywheel, ensuring that growth rates improved over time vs. one-time improvement. This full channel management partnership led to an increased average monthly revenue of over 200% vs. the revenue prior to our partnership.

Sales Growth

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YoY

YEAR TWO

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YEAR THREE

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Conversion Rate Growth

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YEAR TWO

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YEAR THREE

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BioSteel Sports

The Challenge

Our Solution

Inventory Solution

Catalog Management Solution

Content & Creative Solution

Promotional Solution

The Results

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