Despite the popularity of their products and the love customers had for their seasonings, Auntie Nono's faced a significant challenge. The lower price point of their products, coupled with the costs associated with third-party warehousing, Amazon fees, and Cost of Goods Sold (COGS), was eating into their profitability. Marketing efforts and agency expenses further consumed a significant portion of their profits. Despite the challenges, a bright future awaited the brand if it could attain profitability and chart a new course.
In response to this challenge, Auntie Nono's partnered with eSpark to help, and a four-pronged strategy was deployed:
All external advertising and social media activities were paused, leaving only Amazon and the brand's website as the primary platforms for selling the products. Pulling all brand levers on Amazon was key, such as internal engagement campaigns and Subscribe and Save.
The Amazon BwP button was installed on their website, and another software capable of managing MCF and multi-pack orders was deployed. These solutions allowed Fulfillment by Amazon (FBA) to become the sole fulfillment option for the brand, eliminating expensive fees associated with the 3P warehouse. Amazon Buy with Prime also boasts an increase of 25% of Direct to Consumer site conversions, and the brand is only charged 3% instead of the regular 15% referral fee for these conversions.
Instead of creating physical gift packs at the 3P warehouse, virtual bundles were established on Amazon.
All eligible items were enlisted in Amazon's Small & Light program, which further reduced fulfillment costs.
eSpark worked with the brand to create Standard Operating Procedures (SOPs) and trained our staff to manage all daily tasks and customer service across Amazon and Shopify, further scaling back labor costs.
The brand's profitability dramatically improved following the implementation of these measures.
Today, Auntie Nono's seasonings are celebrated across the South and beyond, available at the touch of a button. This is more than just a seasoning - it's a legacy, a story of love and dedication, and a brand that has carved a unique place in the hearts of the southern people.
“Partnering with Tammy and the team at eSpark made all the difference in achieving profitability on Amazon. Thanks to their expertise, we were able to expand our customer base and make a significant contribution to our bottom line.”