Hestra enlisted Montaro to help align the brand and regain control on Amazon, allowing Hestra and its dealers to increase sales, improve distribution, and build brand equity.
Hestra is a premium glove company with a storied history. For over 80 years, the fourth-generation family business has been developing and manufacturing quality gloves that provide warmth, protection, and dexterity in the most varied conditions.
Like many premium brands, Hestra understands the importance of upholding its brand integrity but also providing an optimal experience, regardless of where customers choose to shop. However, content control and optimization were an issue on Amazon. Hestra was working with a large product catalog that required a high level of product storytelling and education.
Hestra was also aware that there were distribution challenges on Amazon that were deeper rooted than MAP violations. Sellers were sourcing product through unknown channels, causing disruption to valued brand partners.
Increase in CvR
Increase in Buy Box to authorized sellers
Montaro listened to the team, learned the brand, and dug deep into the Amazon data, from understanding what made one glove better than another to why one product might have a higher return rate. After establishing the facts and learning with Hestra, Montaro developed a comprehensive go-to-market strategy on Amazon – revamping and optimizing the listings, developing a cohesive brand store, and launching a digital marketing strategy that would support the brand holistically.
Ultimately, the collaborative approach led to a 28% increase in conversion, with Hestra’s marketing team providing brand expertise, direction, and voice, and Montaro providing the channel expertise to bring the story to life on Amazon.
Another area of focus was controlling distribution. Several unauthorized sellers were discounting product which led to significant disruption to the brand’s overall distribution. Monitoring MAP was not enough, and Hestra knew they needed to get to the root source. Montaro’s proprietary tools and analytics allowed the team to isolate the issue and permanently address the disruption to distribution, increasing the Buy Box to authorized sellers by over 24% in just a few months. By cleaning up unauthorized sellers, Hestra was able to better support its retail partners and help improve inventory efficiency and sell-through.
“Montaro took the time to actually understand our mission and their marketplace expertise helped us successfully translate Hestra’s strong brand equity, direction, and storytelling to Amazon.” – Drew Eakins, Marketing Manager