We Are Proud To Support:
Rhythm 108 launch on Amazon & reclaim its brand experience from unauthorised re-sellers.
What started as an exercise in brand control, turned into an opportunity to increase brand awareness and service growing demand as the popularity of vegan chocolate grew on Amazon.
Rhythm 108 & Amazon
Through its hertitage Rhythm 108 uses Swiss tradition and modern nutritional wisdom, to create treats made slowly and by hand by a dedicated team of world-class Pâtissiers in its Swiss bakery.
In recent years vegan products and vegan chocolate in particular dramatically increased in popularity on Amazon, but Rhythm 108 had only witnessed this demand through the success of resellers. This left them with a lack of control over their presence on the channel.
Rhythm 108 was referred by one of our clients to our Sustainable Growth Programme to help launch the brand directly on the platform. Over time Amazon was unveiled as an important player in the channel mix.
We tapped into this potential by optimising their product formats, enhancing their brand experience, then regaining traffic and sales from unauthorised third-party sellers.
ThePurposeLed Solution
Initially, Rhythm 108 were set up on seller central which provided them will full control over their listings, and Amazon’s efficient FBA process. However, due to Amazon’s regulations around meltable goods during summer, when migration to vendor central became available we worked with them to set this up instead.
At the same time as setting things up, we worked with their design teams to consult on category-specific best practices for creating engaging assets on Amazon, this covered their product imagery, A+ Creation, and brand storefront.
With the brand live we turned our attention to limiting the visibility of their resellers. Early on, we discussed the potential Rhythm 108 had on the platform, with an existing customer base and the rapid growth in the category we set about the goal of building a strong presence on the platform. With this in mind, we launched the full product range onto the channel, promoted a core subset via effective paid search campaigns and positioned them with top of search visibility on key terms.
This loud launch onto Amazon saw the inevitable decline of resellers and strongly established them on the platform. The increasing demand for vegan chocolate on the platform provided the opportunity for Rhythm 108 to grow, but it also meant that they would need to innovate so they could thrive amongst their direct competitors.
We researched and advised on the re-formating of Rhythm 108’s existing products to offer more purchase convenience to newer customers. This positively contributed to their channel-specific strategy and led to a huge growth in sales.
A Succesful Amazon Launch
Rhythm 108’s experience with Amazon was a completely blank slate when they connected with us. However, due to their hesitations in joining the platform, it had now become over-populated with resellers poorly representing the brand with out-of-date branding and overpriced listings.
Alone, it would have been an uphill battle for the brand to regain control over its listings and navigate the support issues that come with launching on Amazon directly where others have set listings up incorrectly.
Through our extensive experience with the platform, we were able to consult and manage their effective launch onto Amazon. We’re continuing to work with Rhythm 108 through maintaining their sustainable growth and resolving the day-to-day issues that come with their accelerated success on the platform.
“Amazon has presented a fair amount of challenges for our brand thankfully in ThePurposeLed we have a partner that can effectively help us navigate the platforms complexities.
While we still have reservations about Amazon, we have none about working with ThePurposeLed. Our brand is now properly represented on the channel, James and the team have done a great job turning a problem into an opportunity.”
- Sanjay Davda, Managing Director, Rhythm 108
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