Case Study

Beauty Brand

At the beginning of our partnership, our client, a professional and consumer beauty industry leader, did not have a Brand Protection strategy. A major challenge was the significant number of unauthorized sellers and listings, which jeopardized its revenue and caused price erosion on Amazon, destabilizing the market and impacting the brand's value.

Brand Protection

Case Study

Beauty Brand

Brand Protection

At the beginning of our partnership, our client, a professional and consumer beauty industry leader, did not have a Brand Protection strategy. A major challenge was the significant number of unauthorized sellers and listings, which jeopardized its revenue and caused price erosion on Amazon, destabilizing the market and impacting the brand's value.

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Results

Win Rate

+300%

Win Rate Increase

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Revenue Recovery

+85%

Improvement in Lost Sales

Unauthorized Listings

85%

Reduction of Unauthorized Listings

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Results

Win Rate

+300%

Win Rate Increase

‍

‍

Revenue Recovery

+85%

Improvement in Lost Sales

Unauthorized Listings

85%

Reduction of Unauthorized Listings

‍

‍

Unauthorized Sellers

80%

Reduction of Unauthorized Sellers

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Services

Brand Protection

The Problem

One ongoing challenge in Brand Protection is the emergence of new sellers. While we cannot prevent new sellers from appearing, they consistently impact the performance indicators and require continuous monitoring and enforcement efforts. The primary goal of Blue Wheel’s Brand Protection services is to safeguard the client from unauthorized sellers and listings. For our beauty brand client, the contract covers the protection of 650 products, focusing on recovering sales for these products by ensuring the removal of third-party sellers.

The Solution

Action Items

Our client quickly recognized the value of Blue Wheel’s approach to Brand Protection. They expressed satisfaction with the detailed weekly reports and transparent communication, which provided the clarity they needed. Within just four months, we helped the beauty brand achieve great improvements, including a significant reduction in unauthorized sellers and listings. The client’s engagement and trust in the process grew as they saw tangible results, creating a more collaborative and productive partnership.

The Challenge

One ongoing challenge in Brand Protection is the emergence of new sellers. While we cannot prevent new sellers from appearing, they consistently impact the performance indicators and require continuous monitoring and enforcement efforts. The primary goal of Blue Wheel’s Brand Protection services is to safeguard the client from unauthorized sellers and listings. For our beauty brand client, the contract covers the protection of 650 products, focusing on recovering sales for these products by ensuring the removal of third-party sellers.

The Process

Our client quickly recognized the value of Blue Wheel’s approach to Brand Protection. They expressed satisfaction with the detailed weekly reports and transparent communication, which provided the clarity they needed. Within just four months, we helped the beauty brand achieve great improvements, including a significant reduction in unauthorized sellers and listings. The client’s engagement and trust in the process grew as they saw tangible results, creating a more collaborative and productive partnership.

01

Assessment and Strategy Development

  • Conducted an initial audit of the client’s online marketplace presence, identifying 172 unauthorized sellers and over 400 infringing listings.
  • Calculated the baseline metrics, including $45,000 in lost sales and a 20% win rate, to set measurable objectives.
  • Developed a customized strategy tailored to the client’s Brand Protection needs, prioritizing Amazon as the main focus.

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02

Marketplace Monitoring and Data Collection

  • Deployed software to monitor protected products and conduct multiple daily scrapes of marketplaces.
  • Collected real-time data on unauthorized sellers, listings, Buy Box performance, and product availability.
  • Used insights to create a detailed enforcement report, highlighting key areas of concern and actionable priorities.

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03

Communication with Unauthorized Sellers and Escalation to IP Enforcement

  • Initiated a communication phase, leveraging tools to send automated email notices to unauthorized sellers and deliver direct notices to Amazon stores when email addresses were unavailable.
  • Ensured consistent follow-up to provide sellers with a clear understanding of compliance expectations and the risks of non-compliance.
  • Transitioned to an IP enforcement plan once the communication phase was complete.
  • Conducted takedown actions through the client’s Brand Registry account on Amazon.
  • Leveraged the expertise of our IP Specialist to enforce against unauthorized sellers and listings effectively.
  • Focused on compliance-driven enforcement to protect the client’s intellectual property and brand reputation.

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04

Tracking, Optimization, Reporting, Performance Updates, and Check-In Meetings

  • Delivered regular performance updates to the client, showcasing tangible results in metrics such as win rate and recovered revenue.
  • Maintained close collaboration to refine the approach as needed, ensuring the client’s satisfaction and confidence in the strategy.
  • Monitored results using a dedicated tool for tracking the reduction of unauthorized sellers and listings and improvements in win rate and recovered sales.
  • Adjusted strategies based on insights from ongoing monitoring, ensuring long-term effectiveness and alignment with the client’s objectives.

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The Solutions

Blue Wheel employed a multifaceted approach leveraging powerful tools and expertise to address the client’s Brand Protection challenges. Each solution was carefully selected to drive measurable business impact and align with the client’s overall performance strategy. Together, we developed and implemented a comprehensive plan tailored to our client’s specific needs. Our Brand Protection strategy included comprehensive marketplace monitoring, data-driven decision making, targeted communication and notice, delivery, and enforcement actions.

Our Brand Protection solutions enabled the beauty industry leader to overcome significant challenges and achieve successful outcomes. The client was able to recover lost sales and enhance revenue streams through authorized channels. The beauty industry leader gained confidence in its ability to protect its brand, assured by the comprehensive and reliable approach we implemented. Ultimately, the strategies we put in place established a strong foundation for maintaining long-term brand integrity and market control.

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