Brooks is a premium brand in the specialty running footwear and apparel market. They turned to the Amazon experts at Montaro to help them optimize and take control of the channel.
Brooks Running
The situation
For over 100 years, Brooks has been a leading American sports equipment company, and since 2001, they’ve been solely focused on the brand’s one true passion: running. Over the past decade, Brooks has become a top-selling brand in the specialty running footwear and apparel markets.
The brand’s philosophy is to meet runners where they shop, run, and gather in community, and they saw Amazon as both an opportunity and a challenge. They turned to the Amazon experts at Montaro to help them take control of the channel.
PPC Improvement
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Increase in CvR
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New to Brand Sales
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The results
Brooks has worked closely with its wholesale and specialty retailers to build the brand and ensuring the marketplace strategy aligned with those partners was critical. The first priority was regaining control of the brand and customer experience on Amazon. The second priority was digital marketing.
The creative team at Montaro worked to optimize product listings and design a new storefront to improve brand voice and increase consumer education to amplify and align with the brand’s DTC and off Amazon efforts while optimizing it for the Amazon customer. Custom-built product pages enhanced branded product storytelling and ensured relevant messaging to the end consumer. Montaro and Brooks also worked collaboratively to develop and execute a strategic digital marketing program that would allow Brooks to tap into the Amazon marketplace but also see positive externalities across all sales channels.
With the help of Montaro, Brooks achieved an impressive increase in YoY sales growth that significantly exceeded industry benchmarks in 2020, with only a fractional increase in advertising spend. Excitingly, nearly 40% of Amazon sales in 2020 came from new to brand shoppers, meaning the strategy was also successful in growing Brooks’ brand awareness and customer base while upholding MAP and ensuring all sales channels benefit from Amazon control.
Now, Brooks is confident in its Amazon ecosystem and strategy. By making a targeted investment into controlling the brand on Amazon, they’ve been able to generate a consistent and elevated consumer experience that not only drives sales through Amazon but across all channels, truly meeting runners where they are.
