Adapting and Thriving in a Competitive Seasonal Marketplace

Haute Decor is a family-owned business based in the U.S. that has sold high-quality Christmas decor since 1997. Frequently ahead of the curve they expanded to Amazon in 2015, where they ensured that their products could reach new customers. Despite being a small team with limited resources, they leverage data-driven strategies and technology to stay ahead of the competition. They’re always looking for ways to be more resourceful to maximize their potential in the crowded online marketplace.

Resource Limitations and Increased Competition

As a player in a competitive market, Haute Decor faces challenges common to many sellers, like maintaining visibility and market share. With tight margins and limited resources, every dollar and every second counts. They must contend with competitors who mimic their designs and try to undercut them on price.

Given the seasonality of their products, their advertising strategy needs to be deliberate, leaving little room for error. For Haute Decor, they wanted software and a partner to help them to keep up with customers, stretch their resources, and defend their market share.

Tackling Seasonality with Data and Adaptability

To address these challenges, Haute Decor turned to Trellis to support a comprehensive advertising strategy that could adapt to their needs and resource limitations. By leveraging Trellis’ platform, we were able to incorporate real-time bid management, boost seasonal visibility, and automate full-funnel marketing. By deliberately actioning the right data, we were successful in strengthening brand presence and driving growth on Amazon.

Driving Results with Smarter, More Timely Advertising

Maintaining visibility on Amazon is a constant challenge and even more difficult during peak seasonal periods where market conditions shift rapidly and competition intensifies. Without automation, staying relevant on key search terms and reaching the right audience is time-consuming and resource-draining.

Trellis’ platform addresses these challenges by automating bid management for top-performing keywords to stay visible to new audiences, even as competition increases. With funnel targeting and algorithmic keyword harvesting, Haute Decor efficiently identified high-value terms and incorporated them into campaigns for both existing and new products.

Our scheduled bid boost and dayparting features also provided a seamless solution for adjusting to peak demand periods. By automatically increasing bids and budgets on high-traffic keywords during critical times, we capitalized on seasonal demand without micro-management. This ensures the most important products are front and center during key periods.

Standing Out with Full-Funnel Marketing

Haute Decor needed a way to stand out and connect with potential customers. By using various ad types like Sponsored Brand and Display ads, we helped them reinforce their brand identity and increase their visibility.

Sponsored Brand ads, paired with engaging video content, highlighted the quality of Haute Decor’s products in a visually appealing way. Sponsored Display ads helped reach new audiences, and ensured the brand stays top of mind across multiple touchpoints. This holistic approach allows us to keep a consistent presence in front of customers, drive new-to-brand sales, and reinforce our quality products.

Actionable Analytics for Smarter Decision-Making

A major challenge for Haute Decor was knowing where to allocate resources to ensure the best results. With tight margins, we needed a way to track and optimize every aspect of our Amazon strategy. Trellis’ analytics tools provide that transparency.

Trellis’ comprehensive dashboard gave Haute Decor clear visibility into overall brand analytics and product-specific KPIs. The Share of Voice feature helps  to measure how often top keywords appear in prime positions, allowing us to adjust bids and reallocate budgets. Our Serving Hours dashboard also provides valuable insights into ad downtime, enabling us to allocate our budget more effectively.

With these tools, we optimized campaigns to keep up with the competition and to make the most of every advertising dollar.

Results: Transformative Growth and Increased Market Share

For Haute Decor, Trellis is a key element to navigating seasonal demand, competitive pressures, and the complexities of the Amazon marketplace. During the peak holiday period (Nov. 1 – Dec. 15), the brand saw a 305% increase in sales, reduced ACoS by 2.7%, and achieved a 333% increase in profits compared to the previous period. Year-over-year, the brand saw a 20.9% increase in sales, a 2.3% reduction in ACoS, and a 50% increase in profits showing resilience in the face of fierce competition and tightening market conditions.

Looking ahead, we continue to see opportunities to further grow market share. With additional features, like rules-based advertising, dynamic pricing, and Amazon Marketing Cloud insights, we can further enable Haute Decor to refine its strategy, protect its market position, and make data-driven decisions that support continued success.