{"id":4389614,"date":"2022-11-04T14:21:12","date_gmt":"2022-11-04T12:21:12","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/a-360-growth-strategy-on-amazon\/"},"modified":"2025-12-08T10:59:31","modified_gmt":"2025-12-08T08:59:31","slug":"a-360-growth-strategy-on-amazon","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-in\/case\/a-360-growth-strategy-on-amazon\/","title":{"rendered":"A 360\u00b0 growth strategy on Amazon"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<p\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Medela<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >A 360\u00b0 growth strategy on Amazon<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2022\/11\/pregnant-baby-medela.jpg\"\n\t\t\t\t\talt=\"A pregnant woman and a woman and baby, smiling,\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Services&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tBrand &amp; Media\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tCommerce\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-48 block-case-intro__title js-block-case-intro-title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.005\" >For over 60 years, Medela has been the healthcare choice for more than 6 million hospitals and homes in over 100 countries. <\/p><p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >They are trusted in providing them with research-based breastfeeding and baby products, as well as healthcare solutions for hospitals.<br><br>Medela was looking for input to generate additional e-commerce growth. DEPT\u00ae took on this challenge and helped Medela accomplish its goal.<\/p><\/div>\n\n<div class=\"block-stats-and-copy is-text-left\">\n\t<p\tclass=\"text text-sans-48 block-stats-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Significant increase in advertising sales<\/p><p\tclass=\"text text-sans-24 block-stats-and-copy__text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-stagger=\"0.01\" >We approached the project by: Implementing a continuous progress tracking method; creating targets for the year with a customised roadmap; evaluating Medela&#8217;s status-quo performance.<br><br>We facilitated a complete Strategic 360\u00b0 analysis for Medela EU5 to identify their growth potential, the number of required investments, and the necessary actions. Our work with Medela has resulted in a significant increase in conversions and advertising sales.<\/p>\n\t\n\t\n\t<ul\n\t\tclass=\"block-stats-and-copy__cards is-content-left\"\n\t\tdata-animation=\"slide-fade\"\n\t\tdata-animation-target=\"inner-items\"\n\t\tdata-animation-delay=\"0.15\"\n\t\tdata-animation-stagger=\"0.15\">\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t+18%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tGlance views\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t+9%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tConversions\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t+69%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tAdvertising sales\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t<\/div>\n<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"center-aligned-asset\"\n\tdata-content-align=\"end\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >The challenge<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Medela\u2019s extensive portfolio presented the challenge of building a well-rounded growth strategy because they operate within the very niche maternal products category. Other challenges were building a general strategy that covers Medela\u2019s pan-European presence, and developing a separate one for search advertising in the UK.<\/p><\/div>\n\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy has-less-t-space\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"start\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >The solution: creating a strategic 360\u00b0 analysis<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Through collaboration with the global Medela team, we offered a comprehensive approach to the brand. We supported them in their journey to go the extra mile on Amazon by combining our expertise in: consulting analysis; advertising campaign management; retail management; content optimisation with the entire dashboard, and QBR monitoring.<br><br>Our goal was to scale the Medela Europe search advertising campaigns in order to increase the market share, visibility and sales. We aligned this based on the regular results of the market share analysis and share-of-voice analysis. Besides competitor targeting, we paid special attention to all other kinds of targeting (auto\/generic\/defensive\/ ASIN\/retargeting), as well as different ad types (SPs, SBs, SDs, SBVs). Furthermore, we considered local market trends and situations in the campaign setups.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2022\/10\/medela_2.jpeg\"\n\t\t\t\t\talt=\"A woman holding a baby, both smiling at the camera.\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-event-content-v2 js-block-event-content-v2 has-top-divider\">\n\t<p\tclass=\"text text-sans-48 block-event-content-v2__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >How we did it<\/p>\n\t<div\n\t\tclass=\"block-event-content-v2__content js-block-event-content-v2-content\"\n\t\tdata-animation=\"slide-fade\"\n\t\tdata-animation-target=\"inner-items-separate\"\n\t\tdata-animation-delay=\"0.15\"\n\t\tdata-animation-stagger=\"0.15\"\n\t>\n\t\t\n<p\tclass=\"text text-sans-32 block-text__text\"\n\t>Step 01. <\/p>\n\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t>In the form of a roadmap and related tracking measures, we depicted our 360\u00b0 analysis for EU5 to identify the possible growth, required investments, and actions needed.<\/p>\n\n<p\tclass=\"text text-sans-32 block-text__text\"\n\t>Step 02.<\/p>\n\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t>We showed Medela\u2019s day-to-day performance and the tracking process via our in-house software and reporting from different teams to keep an eye on Medela\u2019s KPIs.<\/p>\n\n<p\tclass=\"text text-sans-32 block-text__text\"\n\t>Step 03. <\/p>\n\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t>We demonstrated how we leverage Deal &amp; Advertising in specific markets as two main performance factors on Amazon to improve growth. We also looked at competition, price, content and visibility\/traffic indicators.<\/p>\n\t<\/div>\n\n\t<button class=\"block-event-content-v2__button-reveal js-block-event-content-v2-button-reveal text-sans-16\" aria-expanded=\"false\">\n\t\tRead more\t<\/button>\n<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"left-aligned-asset\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2022\/10\/medela_3.jpeg\"\n\t\t\t\t\talt=\"Woman with her hands on her baby bump, smiling\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >The results<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>The performance in all areas of Amazon has increased with specific measures taken in advertising and deals:<\/p>\n<ul\n\tclass=\"list text-sans-24 block-list__list\"\n\t>\n\t<li>Reallocation of budgets between deal and AM.<\/li><li>Refinement of the strategy for Prime Day.<\/li><li>Optimisation of the AMS campaign.<\/li><li>Close monitoring of key competitors.<\/li><\/ul>\n\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t>This has also led to better mapping of the company\u2019s efforts and needs, as well as shown great results on the bottom line. The project had implications on the budget allocated such as reallocation of budgets between deal and AMS, focus on deals outside of the big deal period, as well as adjustment of the AMS campaigns.<br><br>In combination with the internal team setup, it resulted in defining the future focus on the consulting side with new exciting projects unique to Medela.<\/p>\n<\/div><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2022\/10\/Medela_case_trend_line.png\"\n\t\t\t\t\talt=\"Chart showing Medela&#039;s 41% YOY market share growth for breast pumps\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"center-aligned-asset\"\n\tdata-content-align=\"start\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >A strong partnership yields strong results<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Our work with Medela serves as a perfect example of a full-service client willing to go the extra mile on Amazon with our full support. It\u2019s a unique mix of consulting analyses, advertising campaign management, retail management and content optimisation, fully monitored through the dashboard and the QBRs.<br><br>Overall, we are able to follow Medela\u2019s performance on a day-to-day basis, leverage its key factors in the specific markets and report back to Medela. This is what our test and learn approach looks like, as well as the transparency culture that we value so highly.<\/p><\/div>\n\t\n\t<\/div>","protected":false},"excerpt":{"rendered":"Medela was looking to generate additional e-commerce growth. FACTOR-A\/DEPT\u00ae took on this challenge and helped the client accomplish its goal.","protected":false},"author":40,"featured_media":4376745,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#FF5974","dept_next_case_accent_color":"","dept_case_video":{"type":"local"},"footnotes":""},"client":[39767],"case-category":[42930,42925],"award":[],"case-industry":[42931,42924],"person":[39768],"class_list":["post-4389614","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A 360\u00b0 growth strategy on Amazon - DEPT\u00ae<\/title>\n<meta name=\"description\" content=\"Medela was looking to generate additional e-commerce growth. 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