JBL

Amplifying JBL’s brand presence on Amazon

JBL is an American audio electronics brand, best known for producing speakers and headphones. JBL entered the Amazon cosmos as a well-known brand with the goal of maintaining a consistent brand image not only on Amazon, but across its entire web presence and beyond. DEPT® took on the challenge of optimising a huge product portfolio in multiple marketplaces to increase brand awareness and product consideration while staying true to JBL’s beautifully cultivated brand identity.

8 Marketplaces

200+

Unique ASINs

3 Product categories

Building a brand on Amazon

JBL asked us to optimise the product content for its very large portfolio on multiple marketplaces, while building and maintaining a uniform brand image in the Amazon cosmos. We needed to develop an Amazon presence for JBL to reach new shoppers and appeal to loyal customers, while fitting seamlessly into its existing e-commerce and corporate identity.

The main goal of this project was to achieve efficiency and feasibility. Cultivating success not only for the present, but also setting up for success in the future.

A comprehensive approach

We took a comprehensive approach, working to adhere to the Amazon content regulations while staying true to JBL’s international brand image, keeping a customer focus and raising brand awareness and product consideration.

When working with such a large portfolio across multiple markets and categories, it can be complicated to maintain a uniform brand image and to optimise the content in a timely manner. For JBL, we developed a master layout / design guideline with a one-size-fits-all design concept that could be applied to every content type in every marketplace.

This, combined with our Amazon expertise and local insight, allowed us to sustainably push JBL’s performance while creating a strong international brand image. In combination with content creation, we implemented content monitoring to ensure the maintenance of the optimised content.

Efficient & relevant content creation

Consistency

Working with such a large product range and multiple marketplaces can make it challenging to maintain consistency from one product to the next. Whether it is uniformity within one marketplace but across multiple products, or for one product across multiple countries, we had to ensure all of our content was the same quality and had the same look and feel.

We developed a standard design and content concept for all editors to refer to, to ensure content was transcreated and localised to resonate with customers across multiple marketplaces and countries.

Efficiency

With no time to waste, we needed to develop a system that would allow us to create optimised content at our standard high-quality level without running into time issues.

Relevance

Simply translating content from one marketplace to the next makes it impossible to fully optimise the content for each country and sacrifices the customer experience. The content for each marketplace is not only written by native speakers, but also thoroughly researched. Our content creators perform content relevance analyses for each product by researching the current Amazon reviews, questions and answers and similar products within the category. This helps them to determine exactly what information the customers in that marketplace are searching for, so they can include the most relevant details for them.

The content is also optimised with researched keywords to improve conversion and best seller rank.

Forms of content

(Premium) A+ Content

A+ content is an optional addition to the product detail page, including modules for personalised images and text, while Premium A+ Content also contains video options. When shopping with a mobile device, A+ content appears before the product detail information, and therefore determines the mobile shopping experience. The A+ design we created for JBL is particularly seamless, for full mobile optimisation.

A+ Content should do the following:

Improve the customer experience
Add to the product information
Represent the brand

Brand Store

The Brand Store offers the opportunity to build a unique brand website within the Amazon cosmos. It allows companies selling on Amazon to personalise the experience for their shoppers while displaying their product range, special deals and establishing their brand voice. With the design input from JBL, we created an Amazon concept that we applied when we created the Brand Store to maintain uniformity with their already existing web presence.

Brand Stores on Amazon allow companies to:

Build a Store with a unique URL within Amazon
Serve as a landing page for qualified traffic stemming from Sponsored Brands Ads
Present the product portfolio and brand image in a personalised manner and enable cross-selling to increase customer lifetime value

Brand building on Amazon: We worked with the designs provided by JBL to maintain a consistent brand image across all aforementioned forms of content.

Brand building across products: Our design concept ensured a consistent design across multiple different product types.

Brand building across marketplaces: By applying our concept to every marketplace, we built a globally recognised brand image, regardless of which country customers are shopping in.

Monitoring optimised content to ensure continued quality

The energy and resources used to create relevant, optimised content for JBL is only fully exploited when it is monitored. Due to the high possibility of content deviation on Amazon, our optimised content does not always remain as the version that is live.

We implemented content monitoring for the JBL portfolio in order to:

Notice the overwriting of already optimised content
Quickly detect and correct any changes
Monitor and adhere to changes in the Amazon guidelines
Keep the intended, optimised content live at all times

Brand presence and time saved

With the help of DEPT®, JBL has built a strong, uniformed brand presence across all products, categories and marketplaces. The content design concept and implementation has boosted scalability and will cut time in half for future product optimisation.