MOTUL OIL
Partner Since: August 2023
Market Place: Amazon
CASE STUDY
Website: motul.com
Seller Category: Automotive
PRIMARY OBSTACLES
In the fiercely competitive world of engine and racing oils, Motul found itself facing an uphill battle for recognition. Despite producing high-quality racing oil, the company struggled to carve a niche for itself in a market dominated by industry giants such as Mobil 1 and Shell Oil. The challenge was not merely to create a superior product but to break through the noise and gain the attention of a discerning consumer base.
• Brand Recognition: Inconsistent images, titles, and branding across listings posed a challenge, made it difficult for the Motul to stand out against competitors.
• Keyword Research: Titles and product descriptions fell short of character limits, resulting in poor rankings due to a lack of keywords. This hindered their organic ranking, preventing them from reaching their full potential.
• Listing Consistency: Listings exhibited inconsistency, featuring duplicates of the same products under different names and titles. This practice not only diminished their overall ranking but also dispersed their ranking power across multiple listings for the same product.
OUR STRATEGY
We identified significant gaps in their Amazon presence, characterized by inconsistency and a lack of clear strategy. With specific goals in mind, our team set out to enhance Motul's ecommerce performance, focusing on optimizing inventory placement through the Fulfillment by Amazon (FBA) strategy and bolstering conversions for essential keywords.
• Inventory Placement: Recognizing the importance of FBA in maximizing sales potential, we devised and implemented a targeted inventory placement strategy. This not only streamlined Motul's product distribution but also contributed to increased visibility and conversions.
• Listing Optimization: We conducted a thorough cleanup of Motul's individual listings, merging where possible to eliminate redundancy. By updating part numbers and rectifying outdated details, we ensured a cohesive and professional brand image, vital in a rapidly expanding ecommerce category.
• Conversion: Our efforts to optimize inventory placement and refine product details resulted in a notable uptick in conversions for Motul's main keywords. By aligning with customer search patterns, Motul's products became more discoverable and appealing to potential buyers.
