Philips boosts their sales on the Water Solutions category
Philips is a Dutch multinational company that was formerly focused on electronics. In recent years, Philips has redirected their efforts towards the health technology industry. In this sense, they were interested in bolstering their water solutions products sales at a European level through marketplaces. In December 2022 they hired B2Marketplace with the objective to enter this new industry through a full funnel strategy on Amazon.
With strong advertising experience on Amazon, B2Marketplace, founded in 2017, works with vendor and seller clients to holistically manage offerings, advertising, and sales. This inclusive approach appealed to Philips— who required a comprehensive strategy that helped to enter the water solutions industry.
Giving direction to a new strategy
Philips entrusted B2Marketplace with the task to enter the Water Solutions category in Amazon and fiercely compete with Brita, who is the most consolidated player in this category. As this was no easy task, B2Marketplace proposed a Full-Funnel strategy to achieve Philips’ goals.
Implementing a Full-Funnel Strategy
This Full-Funnel strategy is required to address various fronts. They targeted in-market audiences in the Water Filters and Lifestyles categories in Amazon with Sponsored Brand and Sponsored Display ads. Moreover, to acquire more customers, they started to advertise Philips’ products on the competition’s product pages.
On the other hand, B2Marketplace bidded for high traffic keywords in the Water Filters Category, while they protected product searches and pages to ensure Philips was receiving the adequate traffic.
Philips’ results
After implementing this strategy, Philips’ products achieved a Top-of-Search rate of 9.52% and an Impression Share superior to 20%. Moreover, they over-achieved the sales goals thanks to a ROAS over 7.0x. These results are extremely positive considering the short period of time B2Marketplace has started to operate Philips’ marketplace operations. This business relationship will continue to grow and achieve more things together.
