Tiger Supplies: New Customer Acquisition and Lower ACOS

B2B Amazon Strategy Boosts Profitability

With an intent to boost its Amazon revenue as part of a cross-channel marketing strategy with Adlucent, Tiger Supplies originally came to us to manage Sponsored Products Campaigns in the B2C sector. When their strong performance on Amazon drove their revenue high enough to qualify for the Amazon Business platform, they came to their trusted account managers at Adlucent with the challenge to build out the new program from scratch and manage it with the goal of new customer acquisition, while maintaining their average cost of sales (ACOS).

Since Tiger Supplies is in the B2B sector, Amazon Business offered a clear benefit with access to a new customer base that had a high probability of reorders and significant lifetime value. Having managed their B2C Amazon account already, we were able to come into the new program with better data and build out a successful Amazon Business strategy based on extensive detailed customer insights and business-specific expertise.

From Tiger Supplies’ B2C Amazon account, we mined data to find top sellers from the brand, as well as Amazon’s top sellers in their categories. From there, our Amazon team was able to target keywords from those top listings and create ads targeted to those specific listings to compete with leaders in the category. Ensuring competitive pricing and strategic ad placement led to notable success in the B2B ad space, paving the way for the brand to stay a step ahead of the competition in furniture and supplies and solidify their presence in the marketplace.

The venture into Amazon Business brought about a 1.5X larger average order value than the B2C Amazon space. It resulted in a revenue increase YoY from B2B customers compared with prior to integrating Amazon Business and positively impacted revenue growth overall. The most impressive growth was in the government and education customer segments, which saw YoY revenue growth of 118%.

With a better grasp on the value of integrating Amazon Business into the marketplace strategy and overall cross-channel approach, Tiger Supplies was able to achieve increased revenue while reducing ACOS by 1%.  It all paid off, as total B2B revenue went up a significant 89% YoY, with overall revenue up 59%.

Adlucent

Adlucent is the performance marketing agency that proves outperformance has no limit. Powered by our purpose-built platform, Deep Search™, Adlucent unifies the best of human and machine for a scientific approach to marketing. We work transparently in partnership with B2C and B2B retailers and brands to create custom, predictive programs that drive ever-better outcomes. Our services include paid search, shopping, social, retail media networks, display media, video, performance creative, consulting, and measurement. Headquartered in Austin, Texas, Adlucent is part of Advantage Solutions and ranked one of the top marketing companies in the U.S. by AdAge.