HALO, purchased by ZAGG, Inc., sells mobile power: power banks and its hero product, the Halo Bolt, a car jump starter that can also charge your phone. HALO was already successful on other channels, but it had little to no sales on Amazon.
The Results
Where HALO Started
A Catalog That Didn’t Give Shoppers Confidence
For a shopper searching the brand or finding its products through category searches, HALO on Amazon was a confusing experience. HALO set three goals with us: create a smooth customer buying experience, develop profitable advertising campaigns, and maintain the price integrity of its other channels.
- 1DisjointedShoppers searching the brand or browsing categories didn’t see HALO’s products as one brand.
- 2IncompleteListings didn’t give shoppers the confidence to buy a product they trust to start their car.
- 3Overrun With Unauthorized ListingsUnauthorized listings created a negative buying experience.
Goal 1
A Smooth Customer Buying Experience
Through a series of catalog and listing optimizations, Velocity Sellers fully represented HALO’s products on Amazon with a professional, trustworthy presentation, and aggressively pursued the unauthorized listings that were creating a negative buying experience.
What a Clean HALO Listing Looks Like
- 1Images and Video That SellA main image built for the search results, then lifestyle and how-to images, plus product videos.
- 2One Brand, Clearly Linked“Visit the HALO Store” takes shoppers from the listing to HALO’s Brand Store.
- 3Every Color on One ListingRose Gold, blue and graphite grouped as variations of one product, not separate listings competing with each other.
- 4A Title That Answers the SearchProduct name, capacity and uses up front, so shoppers know what it does before they click.
Store and A+ Content
Pages That Show What the Product Does
Velocity Sellers developed a Store page and A+ pages for HALO that increased conversion rates by over 300%. A+ content shows every job the product does, how safe it is, and how easy it is to use, the questions a shopper has before trusting a jump starter.
Goals 2 and 3
Grow and Profit, Without Undercutting Other Channels
Velocity Sellers used both Seller Central and Vendor Central to create the most growth while keeping margins healthy. The split came down to which products needed control, and which needed volume.
Seller Central (3P)
The Halo Bolt
The hero product, sold by HALO
- Control over pricing, protecting price integrity on HALO’s other channels
- No out-of-stocks, with total control over inventory
- A higher level of profit
CatalogVendor Central (1P)
The Rest of the Catalog
Sold to Amazon, sold by Amazon
- More promotional options
- More volume through Amazon’s dynamic pricing
- More profit
Advertising ran at a 12% ACoS. See how we run Vendor Central and Seller Central accounts, including hybrid 1P/3P setups.
Selling Well Everywhere but Amazon?
HALO was. Book a free audit and we’ll show you where your Amazon sales are being lost.
Related: Amazon brand management · Catalog management · All case studies