NEOM had historically traded via Amazon Vendor, selling to Amazon according to received purchase orders. Acorn-i evaluated channel and SKU performance to establish a longer-term strategy in leveraging the combined benefits of Amazon Vendor and Amazon Seller.

Our goal is to grow sales, launch new products, leverage Amazon Advertising and promotions, expand to new markets, generate insightful data sets, retain ownership and turn Amazon into a significant and profitable revenue channel for NEOM.

Acorn-i dedicated our Amazon experts to support NEOM as an extension of their internal eCommerce, marketing and operations teams working closely to advise and activate against key Amazon success metrics. Our product team developed bespoke reporting and insights via Ignite to save hours of operational time and generate unique retail and consumer insights for NEOM.

Enrolling in Brand Registry unlocks tools and features not available to re-sellers. Brand owners can develop enhanced content on Product Detail Pages as well as a bespoke Brand Store to showcase product ranges and reflect off-Amazon branding and shopping environments.

Brand Registry also grants access to additional reporting insights such as New-To-Brand sales metrics. NEOM has a strong brand affinity with consumers so Acorn-i re-developed and launched NEOM branded content on Amazon to better align to owned sites and provide a richer shopping experience.

We identified a long-term issue impacting NEOM sales. Multiple brand name terms had been registered and assigned to different NEOM products meaning in many instances listing or replenishing items was blocked by Amazon’s algorithm due to mis-matching brand ownership. The Acorn-i team unpicked a complex set of brand registry mapping issues cleaning the account and ensuring NEOM had freedom to list, stock and sell owned items.

• Optimal product placement to capture in-market shoppers is critical to driving consideration, traffic and conversion rates on Amazon. It is imperative to develop a cohesive strategy using data, insights and tried and tested tactics to maximise the returns on Advertising investments but also merchandising initiatives, the latter often overlooked by media agencies.
• Delivered rolling 30-days ROAS of more than £6.
• We developed quarterly advertising plans for NEOM to deliver results across Vendor and Seller listed products.
• Ensured duplication of marketing spend between channels and products is limited, to enhance efficiency.
• Planned and managed hundreds of Amazon promotions and advertising campaigns to deliver increased basket size, sales and orders during peak periods.
• Real-time RoAS, ACoS and TACoS metrics to leverage optimal data sets to deliver best results.

• Implementation of combined Vendor and Seller strategy leading to strong holistic channel growth.
• Amazon channel sales increased +196% YoY.
• Expanded geographical availability and sales into new countries ahead of driving long-term growth.
• Amazon Advertising campaigns generating >£6 ROAS for rolling past 30 days.
• Glance Views of NEOM products by shoppers increased by more than 2x YoY.
• Conversion rates increased 27% as a result of targeted advertising and enhanced Detail Page content.