Reclaiming Market Leadership for HPC Brand
Client: Leading HPC Brand
Industry: Health and Personal Care (HPC)
Challenge: Declining Growth and Falling Best Seller Rankings
Solution Partner: Virtuous Commerce
Background:
Despite overall category growth of 27% YoY, a market-leading HPC brand was experiencing stagnant growth of less than 5% YoY and steadily losing ground in Best Seller rankings. The brand was at risk of being overtaken by competitors in a rapidly expanding market.
Engagement Overview:
Virtuous Commerce conducted a comprehensive analysis and identified a critical shift in consumer search behavior. The brand maintained dominance in a declining segment but lacked visibility in emerging, high-growth areas.
Strategic Approach:
Virtuous Commerce developed a multi-pronged strategy to realign the brand with evolving consumer trends and expand its presence in high-growth segments. This approach focused on content optimization, algorithm training, and strategic advertising initiatives.
Phase 1: Shelf Repositioning and Content Overhaul
Objective: Realign Product Positioning to Match Evolving Search Trends
Challenge: Dominance in shrinking search clusters (shelves) and underperformance in growing ones
Solution: Content and Detail Page Modernization
Virtuous Commerce optimized product listings to reflect current customer search behavior. Key initiatives included:
Overhauled detail page content, including updated images and enhanced A+ content to modernize product presentation
Executed multiple A/B tests to identify the highest-performing main image for increased click-through rates
Phase 2: Algorithm Training with Ads
Objective: Improve Product Relevance for Growing Search Clusters
Challenge: Low relevance in expanding search paths
Solution: Focused, Intentional Ad Campaigns
Virtuous Commerce implemented precision-focused ad campaigns designed to train Amazon’s algorithm and improve product relevance in key search categories:
Narrowed search targeting to increase engagement within growth segments
Applied path-to-purchase overlap data, bid modifiers, and strategic discounts to drive conversions
Accepted short-term margin losses to secure long-term organic growth and visibility
Results:
Virtuous Commerce successfully increased organic category share from 2% to 11%, driving the product’s organic ranking from #34 to #4 on page one. This repositioning resulted in 47% YoY growth, reclaiming the brand’s market leadership.
Results Summary:
Organic Category Share: Increased from 2% to 11%
Best Seller Rank Improvement: From #34 to #4
YoY Growth: 47%
Conclusion:
Through strategic content updates, algorithm training, and precise ad targeting, Virtuous Commerce revitalized the HPC brand’s market position. This case study highlights the importance of adapting to shifting consumer behavior to capture growth opportunities and sustain competitive advantage.
