UAP are a leading door hardware supplier, with an exceptionally well-established trade and B2B business – but minimal exposure to B2C.
As part of their growth, UAP approached Venture Forge to create and grow a D2C channel through Amazon – in a considered way that wouldn’t rock the boat with their trade customers (many of whom already sold UAP’s products on Amazon under their own brand/s).
Presented with one of the largest product catalogues we’ve ever audited, our approach was to identify a set of products that could drive UAP’s growth quickly, and build strong, repeatable sales on a core range of lines.
Deep analysis and auditing showed us the key 100 lines that would drive sales, profit and consistency without stepping on the toes of key trade partners.
Working through our direct Amazon Partnership, we rapidly onboarded UAP onto Amazon, with a fully search-optimised catalogue, images and A+/EBC content.
We then drove initial reviews momentum and got all of UAP’s lines ‘retail ready’ and in a position to advertise.
Once retail ready, our focus then shifted to driving sales velocity through Amazon Advertising.
Here, we employed a methodical approach focused on mid-term TACOS and longer-term success, rather than short-term immediate ROI. This meant we could rapidly drive organic rankings higher, creating significantly greater demand for UAP’s products at a low long-term cost of sale.