Maintaining Market Share in the Competitive Home Appliance Category

The Challenge

Maintaining Market Share in a Saturated Vertical

As the highly competitive vertical becomes more and more saturated, including a large competitor re-entering the space with a large budget, Code3 has been challenged with maintaining market share and expanding our clients’ full funnel coverage to reach their lofty catalog sales goal. In addition, our client entered new categories including hydration and outdoor appliances and saw an increase in tentpole events, further saturating peak baseline sale opportunities.

The Action

Staying Nimble and Ready for Adjusting Strategies

As our clients’ needs and the category itself have changed over time, we’ve adapted, adjusting strategies to deliver category leading results. In early 2023, we changed our focus towards highly offensive tactics and focused on high volume and opportunity non-brand keywords. Additionally, we ramped up media spend and full funnel awareness by pushing net new video tactics in Q1 2023 to help accelerate the flywheel and increase organic rank for key products and categories prior to Prime Day and both fall Prime events. We also pushed incrementality across DSP by segmenting audiences to focus on new-to-brand sales, including U.S. Spanish audiences, which were highly incremental opportunities.

Services Performed

PAID SEARCH

DSP