CASE STUDY

Nutricare USA (Patch) - PATCH adheres super gently through our hypoallergenic Pressure Sensitive Adhesive (PSA) reducing risk of irritation.

This unique technology has been a savior for so many PATCH customers across the globe.

PATCH is an incredible natural alternative that’s good for you and good for the planet.

Month Over Month (MOM)

May was our best selling month where we did $55,112.27 in revenue at a TACOS of 11.66%.

In April we made the most profits in a month exceeding $16,500.

These both events were made possible due to increased traffic from forever chemical articles. This growth in demand has not subsided, but has come down from its peak with new competitors in the market.

Our sales have been trending down post peak, but we expect them to pick up as we hit spring season, summers and back to school period.

About 50% of sales come through PPC as trended by the end of the year. This is likely due to drop in demand and external traffic and new product launches.

Our CVR improved through the months after we optimised our listing images, A+ content and SEO. This is evident as our PPC CVR has remained relatively stable. This proves the power of optimisation of listing content and copy.

PRODUCT LEVEL

Patch value packs (100 pack) were our best selling product parent. This should be our priority product to scale as we move into 2025 as it has the potential to rank with TACOS at 9.4% for the year and 53% of orders coming in organically with CVR over 15%.
We have a lot of potential with listing content optimisation.
We launched 5 new products. MNML laundry pods, Bite spot relief, ZAP, On-the-go kit for adults and pet first aid kit.
a. While bite spot has taken off at some capacity due to Patch’s brand traffic, we are yet to rank and see .
success from non-branded search terms.
b. ZAP and Pet First Aid kits have been hard to launch. I believe we need better optimisation and more
retail ready listings to be able to compete in a very competitive space. ZAP does not have A+ content
or brand store. The pet first aid kit is in a very competitive space with larger kits that sell for less.
c. MNML has taken off better than other products where we are making slow progress and staying
profitable.
We are diluting Strap products as requested.

SWOT

STRENGTHS:

We generate a lot of branded traffic and this has allowed us to generate more sales over the last year for Patch products. We expect this to continue and grow in 2025.

We have a strong product line with decent reviews and branding across most of our products.
Our products are environmentally conscious and promote it as our main USP.

WEAKNESSES:

Our new products need to be launched with better retail readiness, in perspective of the market we are promoting our product. They are still to make an impact.

Some of our products- best selling are not optimised to improve CTR and CVR. Images and A+content can be improved. We also need to work on our catalogue and fix variation, storefront and any other errors.
We do run out of stock on our best sellers. This negatively affects our ranking. We need to be on top of our inventory management.

OPPORTUNITIES:

We still have to find the ceiling for our best sellers. We have optimised the listing images and A+ content for our best selling 100 packs and we did see significant growth. Lets focus on doubling down on what has worked for us so far and improve the CTR and CVR for our best performers first. Push a lot for traffic through our top performers and rank organically and profitable sales.
The increased profitable revenue from our established top performers will allow us to focus on our new products and allow them the budget and space to collect data and have a proper launch. Provided we make sure that they are retail ready with enough social proof, margins and are competitive in the market.
Definitely, we should promote our products through Subscribe and save as we did see an increase in the number of subs. This can be done by offering sub and save discounts.
We are looking at missed sales opportunities as we do run out of stock quite often. This needs to be addressed.
On the PPC front, we have a chance to rank organically for our top performers and decrease our TACOS increasing our revenue and margins. For the new products this will create a buffer so we can test ads for longer to make an impact.
Launching new products under the Patch branding. Since we already have a lot of traffic through the branded terms it will be easier to launch new products.
Virtual bundling different products in the same brand. As discussed on call, we can do a virtual bundle as camping special with on-the-go kit and bite relief spot. Unfortunately, we can not add products across. We can do a virtual bundle with variations too. So MNML pods can be set up as a virtual bundle.

THREATS:

Amazon has changed its TOS on titles, bullets and more. Definitely something we need to be cautious of for our listings as we do not want them to suspend our listings or our account.

Amazon has been tightening up on environment friendly products and it has become important to have documents supporting our argument.
Hijackers/ buy box crashers. We need to make sure that we are keeping other sellers of our listing. They have
been selling our product for cheaper. This takes control of quality away from us.

LISTING - OPTIMISATION OPPORTUNITY

Here we have a list of products that require listing content optimization. If we can do better I have marked them as YES. NO for something we have already done and is up to date and MAY BE is for content we can improve on, but is not priority.

OVERALL BRANDING

We can have our other products highlighted in a comparison on A+content and in images. Such as On-the-go we can highlight our other products the value pack bandages and bandages as something they can refill the on the go kit. Comparison module - please check A+content module types for more details.
As discussed on call, we have room to add in A+ content that occupies more space, is more interactive and allows us to market more through innovative modules including video.
Work on child and parent relationships. I have noticed that Amazon has also removed Child -Parent relationship for large bandages.
Fix branding across all product lines. Brand story, A+content, images, etc as described above.
ZAPPP brand registry so we can add the A+ content and Brand Story.

All of the above can be done taking priority into consideration. We should focus first on our best performing products and new launches and as cashflow allows it we should optimize other listings.