Key Figures:

Average CPC: Reduced by 3

Total Sales: +100% YoY

ACoS : 14% (versus 44.5% in Q4 2022)

The Company:

Nutrition & Santé, a leader in dietary and organic foods in Europe, offers wellness, active nutrition (weight management and sports), and plant-based nutrition products. The group generated €418 million in revenue in 2021. With a robust presence in supermarkets, specialized and organic stores, pharmacies, and parapharmacies, Nutrition & Santé has also been expanding its e-commerce reach. They began their Amazon journey in 2021, initially facing mixed results.

The Challenge:

At the end of 2022, they met with the Retail4Brands teams to discuss opportunities they had identified on Amazon for the French market. Although they had established good visibility, they sought to:

Boost performance while reducing average CPC
Improve their strategy for generic keywords
Revamp their approach to enhance the profitability of their acquisition campaigns

The Solution:

Retail4Brands and Astra, experts in optimizing and managing Amazon advertising campaigns, worked together to take on the challenge.

Astra: A Machine Learning technology that optimizes Amazon advertising campaigns through AI, automating campaigns while testing and selecting the best strategies to achieve sales, profitability, and visibility goals.

Retail4Brands: A startup specializing in Retail Performance, assisting brands on marketplaces like Amazon to increase sales and support their digital transformation.

Objectives and Action Plan:

Enhance performance on brand keywords.
Develop acquisition through more generic keywords.
Ensure profitability of sponsored campaigns on Amazon Ads.

To achieve these objectives, a comprehensive approach was adopted:

Restructure Campaigns and Prioritize ASINs: Retail4Brands began a campaign restructuring process, utilizing Astra’s native tools to gain valuable market insights and categorize products based on type and priority.
Identify High-Potential Keywords: Astra’s keyword exploration capabilities were leveraged to uncover high-performing keywords, significantly expanding the list of targeted keywords for both brand and generic categories.
Profitability-Driven Sponsorship Management: Astra’s AI adjusted bids based on performance and competition, guided by Retail4Brands, to lower CPCs and enhance profitability.
Efficient Time Investment: By automating operational tasks and relying on Astra’s analyses, Retail4Brands freed up time to fine-tune strategies and drive incremental growth.

Results

The collaboration between Astra technology and Retail4Brands proved successful from day two of the campaign launch. Average CPCs dropped from €1.37 to €0.45, and ROAS increased by 75%. ROAS, which averaged 4 in 2022, reached around 7 at the campaign's launch.

Within one month (February 2023), Nutrition & Santé saw a 60% sales increase driven by media efforts. Today, Amazon has become a crucial growth pillar for the brand, with ACoS dropping from 44.5% in Q4 2022 to 14% in Q1 2023

"Since Retail4Brands and Asta took over our advertising account, our Amazon Ads activity has been completely transformed. By carefully respecting existing performance and avoiding the cannibalization trap, we have seen remarkable improvements. This strategic and harmonious approach has led to significant incremental growth, demonstrating the effectiveness and tangible impact of Retail4Brands and Astra’'s management on our business." - Charlotte Richer, Head of E-Commerce & Digital at Nutrition & Santé