Elevating Gunn & Moore’s Amazon Success
For over 130 years, Gunn & Moore (GM) has been a symbol of excellence in cricket equipment. The craftsmanship behind each GM DXM English Willow bat, meticulously handcrafted in Nottingham, England, reflects a perfect harmony of tradition and innovation. While the brand’s legacy in cricket was undisputed, its digital presence needed to mirror the same level of prestige and performance. To bridge this gap, I led a comprehensive Amazon marketing strategy that not only amplified GM’s online visibility but also drove significant revenue growth, achieving an impressive Return on Ad Spend (ROAS) of 12 while maintaining an Advertising Cost of Sale (ACoS) of 8-10%.
Establishing a strong presence on Amazon required more than simply listing GM products online; it demanded a strategic and data-driven approach to enhance discoverability, optimize conversions, and drive sustainable growth. The goal was to ensure that GM’s rich heritage translated seamlessly into a high-performing digital marketplace while maintaining cost efficiency and maximizing profitability.
A critical aspect of this transformation was optimizing GM’s product listings through Enhanced Brand Content (EBC) and A+ Content. By revamping product descriptions, integrating high-quality imagery, and crafting compelling brand storytelling, I was able to elevate the customer experience. Every detail, from interactive comparison charts to immersive video content, was meticulously designed to captivate consumers and convey the craftsmanship behind each cricket bat. A/B testing played a crucial role in refining these elements, ensuring that every tweak contributed to an improved conversion rate and enhanced user engagement.
Alongside content optimization, I implemented a highly targeted Amazon PPC strategy to drive traffic and improve sales performance. By strategically managing Sponsored Products, Sponsored Brands, and Sponsored Display Ads, I ensured that GM’s cricket bats consistently appeared at the top of relevant search results. Additionally, leveraging Amazon DSP (Demand-Side Platform) allowed me to retarget high-intent shoppers, increasing the likelihood of conversion. This careful allocation of advertising budget and bid optimization resulted in a 12x ROAS, meaning that for every dollar spent on advertising, GM generated twelve dollars in revenue. The advertising efficiency was further strengthened by maintaining a low ACoS of 8-10%, ensuring that marketing expenditures remained cost-effective while driving maximum impact.
Beyond advertising, creating a premium Amazon Brand Store played a vital role in strengthening GM’s digital presence. The storefront was designed to be an extension of the brand’s heritage, providing an immersive shopping experience that showcased GM’s history, craftsmanship, and best-selling products. To further engage customers, I curated seasonal promotional landing pages aligned with major cricket tournaments and peak shopping periods, leading to increased customer retention and higher conversion rates. The store was also optimized for mobile users, ensuring seamless navigation across all devices.
Data analysis was a cornerstone of the Amazon marketing strategy. By closely monitoring Amazon Brand Analytics, search term performance, and customer behavior, I was able to make agile, informed decisions that continuously improved GM’s performance on the platform. Competitor benchmarking allowed me to refine pricing, positioning, and keyword strategies, ensuring that GM remained ahead in a competitive market. Additionally, inventory forecasting and FBA (Fulfillment by Amazon) logistics planning ensured that stock availability was consistently aligned with demand, preventing potential revenue loss due to inventory shortages.
The results of this comprehensive strategy were transformative. The combination of optimized product listings, precise PPC management, and an enhanced Amazon Brand Store led to a dramatic increase in organic visibility, reducing the brand’s reliance on paid advertising over time. The strong conversion rates, coupled with an efficient ad spend strategy, ensured that GM’s Amazon channel remained not just profitable but a key revenue driver for the business.
Marrying Heritage with Digital Performance
GM’s legacy of craftsmanship deserved an online presence that reflected its reputation for excellence. By strategically scaling its Amazon marketing efforts, I was able to ensure that the brand not only adapted to the evolving digital landscape but thrived within it. The seamless integration of branding, performance marketing, UX enhancements, and data-driven decision-making transformed GM’s Amazon presence into a powerful sales engine. This case study highlights the immense value of blending tradition with innovation, proving that even the most time-honored brands can achieve extraordinary success in the modern digital marketplace.
