Teepol: Driving 94.65% Growth with a Hybrid Vendor-Seller Strategy

Teepol is a leading brand of high-quality cleaning liquids, manufactured and distributed in the UK. Teepol has been operating from their large manufacturing site in London since 1964. In addition to their commercial cleaning, janitorial, and industrial products, Teepol continuously develops new ranges to suit a constantly evolving marketplace, including the London Soap Company luxury hand soap range and Tagfresh Air Fresheners. RT7 has managed Teepol's Amazon account since 2021, strengthening the account significantly.

The challenge they faced on Amazon

Problem

• Struggling with receiving POs on Vendor Central

• Not receiving cost price increases in 2024

• Total revenue remaining relatively consistent and not taking that extra step / boost

Objectives that solved the problem

• A proposed hybrid account to address vendor demand and cost price issues

• The account has drastically improved, increasing by 94.65% YoY from 2023 to 2024

• In 2024, we added new cleaning products to the catalog

• Created content and optimized listings

• ACoS review

The solution that RT7 provided

Hybrid Approach

• Management of Vendor Central and the Seller account, ensuring careful oversight of stock management between vendor and seller accounts, and identifying which ASINs to promote

• Preventing competition between the Seller account and Vendor Central

• The Seller account was leveraged as the vendor account is the primary account. When Amazon was not ordering on Vendor Central, we promoted the ASIN on the Seller account

• Continuous updates and management of the Teepol sprint document with action points for each quarter

• Growth outlook updated each quarter to ensure alignment with the intended growth

• Creating bundles

• Created content and optimized listings

• New listings added to catalog – current

Implementation

Hybrid Proposal

• Presentation created covering Amazon's life cycle, benefits of the hybrid approach, strategies

• Meeting set for proposal

• Client Services Manager visited at her physical warehouse in the UK, as preferred by the client

• Presented the proposal and answered any questions

Advertising Actions

• We conducted CPC audits to reduce bids for inefficient search terms

• Lifetime audits were conducted to assess the performance of search terms and their effectiveness in ads

• We identified converting keywords and targets and applied negatives to reduce wasteful spending and improve efficiency

• Ads placements were audited and adjusted to boost top-performing ads visibility

• ACoS audits were conducted by reducing bids for high ACoS targets and removing those that contributed to increased ACoS

• Generic keywords were optimized in ads to improve the best seller ranking.