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Our Sustainable Growth Programme Provided…
66% YoY Growth on Amazon (Apr 2022 vs Apr 2023)
7.8 Blended ROAS average H1 2023 (with double-digit month-on-month growth)
52% Rise in Subscribe & Save customers (Feb 2022 vs Feb 2023)
We met with the Fushi leadership team to talk about their Amazon journey and how ThePurposeLed helped them achieve profitable growth, turning it into a key channel for the brand.
Fushi’s Introduction to Amazon
Fushi has been on Amazon for around 4 years, and while the channel hasn’t always felt like a suitable home for a purpose-led brand, Fushi’s Founder & Director, Rannesh Jansari, shared that he saw the marketplace as a cost-efficient way to acquire more customers. However, as their products are premium, they were concerned by the fact that Amazon is heavily driven by price.
“Customers are generally looking for the best price on products. So that makes it a bit difficult, and I think that's probably the biggest reservation we had as a brand.”
Joining ThePurposeLed
Fushi started its Amazon journey with a small budget and no external support. The day-to-day management quickly became a full-time job, and they were keen to get a strong partnership in place. However, this wasn’t an easy decision as they really wanted a partner that would take them forward.
“After our first experience with an agency, I was really careful about who to choose. I went through about 10 different agencies before I decided on partnering with ThePurposeLed.”
Our priority was to earn the faith and trust of the team by securing a strategy that would ensure sustainable growth for the channel. Starting from our 90-day pilot, we analysed the product mix and conducted market research to identify what the opportunities were
“After three months of working with them, they achieved higher numbers than we were planning, and it was perfect for us. It was an easy decision to continue the relationship with them.”
Delivering Sustainable Growth
In order to achieve sustainable growth, we highlighted to the team how to better distribute their advertising investment. Prior to our working together 35% of sales were coming from the least profitable product, once this was identified we slowly reduced the dependency on this product as our new priority products began to see momentum.
The advertising investment is closely monitored and now aligned with the products with the greatest opportunities for growth and healthy margins - the ideal place to be. Fushi’s growth has exceeded all expectations and placed the channel as the 2nd biggest revenue driver, opening opportunities to expand into other markets globally.
Over the course of our partnership, we’ve enjoyed getting to know the team. We’ve spent time at the factory, seeing in person how these quality, ethical products get made. Our relationship has remained collaborative and as a result, we’ve seen huge growth for the channel.
Through our purpose-led network, we’ve introduced Fushi to the appropriate partners to support their operations, whether that be international distributors or digital marketing agencies.
“When we started working with James from ThePurposeled, who's an expert in Amazon, he was able to take over a lot of the things that took us such a long time to do. And that was really nice for us. It was really helpful.”
In Fushi’s Words:
“When Ria and I met James and Michael, we really liked them. We like the fact that they only want to work with purpose-led brands, so that was great for us. We really like the way that they put themselves forward as an extension of our own team rather than just an independent agency. We really felt that they wanted to be a part of us and that made us feel really comfortable.
ThePurposeLed has really helped us understand Amazon and how it can bring value to us as a brand. It made us look at it in a different way, rather than just thinking of it as a marketplace that's driven by price. I think they're great guys to work with, we've never looked back since starting with them. Everyone in our company really enjoys interacting with them.”
- Rannesh Jansari, Founder and Director, Fushi
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