Overview

Tini Lux

Amazon Management

Overview

Optimizing a bootstrapped jewelry startup’s Amazon presence.

Optimizing a bootstrapped jewelry startup's Amazon presence.

Outcomes

Increase in Topline

Sales

52%

Increase in Ad Sales

2.35x

Increase in Ad Conversion Rate

Background

Tini Lux creates highly effective, irritation-free jewelry for people with sensitive skin. Since their inception, their product quality led to high customer reviews and a strong repurchase rate. However, after celebrating its fourth anniversary, Tini Lux faced lackluster advertising performance amidst rising platform costs. Tini Lux brought on Darkroom to help implement growth strategies to reach performance goals.

Our partnership marked the beginning of a strategic overhaul, aiming to not only rejuvenate growth but also to optimize their operations and market presence on Amazon. Before our involvement, Tini Lux lacked an Amazon presence and an effective inventory management system, resulting in a blind spot with their Amazon operations.

What We Did

To optimize and simplify the brand’s operations, we focused on rolling out an automated performance management system for their best-selling items. Additionally, by introducing an inventory tracking sheet, we were able to optimize the three-month lead time for inventory fulfillment, impacting product availability and sales performance.

We created three dashboards that collectively empower data-driven decision-making, offering insights into brand performance, advertising effectiveness, and inventory management.

Dynamic Performance Dashboarding

The Performance Dashboard provides a comprehensive overview of key metrics to track brand performance every week allowing for dynamic, quick pivots in strategy. The primary focus is on top-line sales and organic revenue offering a quick pulse check on the brand's overall health. The dashboard also evaluated week-over-week performance, identified trends and areas for improvement, and helped align strategies based on sales and conversion data.

Web Optimization &
Scaling Infrastucture

In conjunction with their brand redesign, we crafted a fully customized, built-for-scale website for Laundry Sauce. Through dynamic discussions among our teams, we raised the bar for our creative and design deliverables, developing an exceptionally dynamic web experience that elevated the overall brand experience to new heights. Darkroom developed custom features including the build-your-own bundle, new site navigation with customizable marketing callout blocks, a dynamically streamlined FAQs page, and a visual language for each unique scent.

As the brand's expansion journey continued, our web initiatives seamlessly aligned with these overarching goals. We engineered a Conversion Rate Optimized (CRO) website that not only bolstered operations to capitalize on the surge of website traffic, but also established a scalable infrastructure. This provides Laundry Sauce with a robust foundation as they embark on their plan to extend into other product verticals.

Optimizing Ad Budgets and Strategies

We engineered the Ads Performance Dashboard to refine marketing strategies, emphasizing essential advertising metrics for smarter decision-making. It guides the allocation of ad budgets, ensuring TACOS (Total Advertising Cost of Sales) aligns with robust bottom-line growth objectives. By leveraging insights on CPC, ACOS, and TACOS, the dashboard facilitates an equilibrium between ad expenditure and revenue, enabling precise weekly adjustments to advertising investments

Streamlining Stock Management

The Inventory Dashboard streamlines inventory management, preventing stockouts of popular items and reducing excess inventory to maintain an efficient supply chain. It enables the seamless fulfillment of customer demand, minimizes inventory costs through optimized stock levels, and provides strategic insights for proactive inventory control decisions in a single, cohesive framework.

Growth Strategy

Beginning with a thorough investigative phase, we crafted a comprehensive quarterly plan for Q4 that fostered alignment among all partners, ensuring that every initiative was poised for success. Employing a data-driven approach, we constructed a holistic analysis, leading to full-funnel recommendations with a focus on year-over-year growth, CAC reduction, and LTV growth.

Steered by objectives of enhancing customer lifetime value and optimizing the brand’s subscription model, we aimed to cultivate a dedicated community around the brand. Resonating with target customers who embraced both the brand’s identity and price point, we crafted a narrative around Laundry Sauce becoming a lifestyle choice, reflecting a shared commitment to quality and values.

Key Takeaways

Harness data-driven dashboards for agile strategy adjustments

Achieve marketing efficiency with targeted ad budget management

Enhance inventory operations for optimal product availability

01 Harness data-driven dashboards for agile strategy adjustments

Through our collaboration with Tini Lux, we introduced dynamic performance dashboards that provide a holistic view of key metrics, allowing the brand to adapt strategies based on real-time data swiftly. This focus on bottom-line sales, organic revenue, and conversion rates ensures Tini Lux can maintain a pulse on its overall performance, identify trends, and optimize strategies to improve week-over-week outcomes.

02 Achieve marketing efficiency with targeted ad budget management

We developed the Ads Performance Dashboard to sharpen Tini Lux's marketing strategies by concentrating on critical advertising metrics. This tool was pivotal in balancing ad spending with revenue, guiding budget allocations to maintain the Total Advertising Cost of Sales (TACOS) within healthy margins. Insights from CPC, ACOS, and TACOS metrics allow for refined ad strategies, contributing to a sustainable growth trajectory.

03 Enhance inventory operations for optimal product availability

Designed to prevent stockouts and minimize excess inventory, the inventory management system optimizes supply levels, ensuring Tini Lux can meet customer demand efficiently. By providing a unified view for proactive stock control, we've streamlined operations, reduced inventory costs, and bolstered Tini Lux's market presence on Amazon.

NEW

May

2024

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