An automated B2B eCommerce platform for manufacturers & wholesale distributors that enables B2B organizations to launch faster in the market with better business discovery that boosts ROI.
Nua Woman is a progressive wellness brand offering an online subscription-based platform for organic female hygiene products. As it expands its reach, the brand aimed to scale its presence and performance on Zepto.
Objectives
Increase Share of Voice (SOV) and Top of Search (TOS) visibility
Acquire a fresh audience to expand reach and engagement
Drive high-impact awareness through strategic ad placements
Optimize campaign performance using data-driven insights
To increase the Paid Share of Voice for generic category keywords
Our Approach
Designed and launched a revamped campaign strategy for Zepto
Used Tensight to evaluate the existing share of voice for multiple keywords for Nua Woman and other competitors
Using data-driven insights, ran impactful awareness ads such as Product Category Awareness Video Ads, Banner Ads, and “Trending Near You” campaigns (a highly impactful ad type on Quick Commerce channels)
Analyzed campaign data to identify high-performing products and keywords
Reallocated budgets to cities showing strong performance to maximize ROI
Invested in top-performing generic keywords to enhance visibility and competitiveness
Through Tensight’s automation, monitored availability, share of voice, and ad placement ranking on Zepto for Nua Woman’s products
The Impact
120% growth in Total sales (3 months)
110% growth in Paid sales (3 months)
20% improved ROAS despite a significantly larger increase in budgets
Maharishi Ayuveda’s Kumkumadi Oil aimed to strengthen its foothold in the competitive skincare market by leveraging an innovative influencer marketing strategy. Through a dual-approach campaign involving celebrity endorsements and micro-influencer collaborations, the brand significantly boosted its market share, enhanced customer engagement, and achieved remarkable growth in sales and visibility.
Objectives
Increase market share in the Kumkumadi oil segment.
Improve daily run rate (DRR) and conversion rates (CR).
Enhance brand visibility through targeted celebrity and influencer marketing.
Position Maharishi Kumkumadi Oil as a top contender in the beauty category.
Leverage high search keywords to drive traffic to the product.
Focus on platforms with the best pricing and shipping advantages, such as Amazon and the brand’s website.
Our Approach
Market Research and Gap Analysis:
Conducted comprehensive research to identify gaps in the Kumkumadi oil market.
Analyzed competitors’ use of celebrity endorsements and product positioning.
Benchmarked against key competitors such as TAC, Tribe Concept, Blue Nectar, and Kama Ayurveda.
Celebrity Endorsement Initiative:
Launched a high-impact campaign featuring Vidya Malwade in October 2024.
Refined A+ content, product tiles, and FAQs to reflect customer sentiment insights.
Ran targeted video ads on Amazon with tailored creatives to amplify reach.
Micro-Influencer Strategy:
Initiated collaborations with micro-influencers in late November to complement the celebrity campaign.
Micro-influencers engaged niche audiences, ensuring authentic and relatable communication.
Balanced celebrity appeal with grassroots influence to drive engagement and conversions.
Platform Strategy:
Prioritized Amazon for its competitive pricing and superior shipping capabilities.
Integrated the brand’s website to capture additional sales and traffic.
Traffic and Engagement:
Developed marketing strategies to capitalize on high-search keywords and redirect traffic to the product pages.
The Impact
25% market share achieved in December.
4500 rank upward movement on the beauty category bestseller page.
50% improvement in conversion rate growth from September to December.
4x growth in daily run rate from September to December.
Union Home Furniture has been a trusted name in the home décor and furniture industry, known for its high-quality offerings and commitment to creating beautiful, functional spaces. However, the company faced challenges in scaling its digital presence, which affected its ability to serve a broader customer base.
Objectives
Migrate from WooCommerce to Shopify
Overcome payment gateway failures to reduce cart abandonment and improve transaction reliability
Eliminate manual processes to streamline order processing and tracking
Prevent website infrastructure outages to ensure consistent availability
Integrate ERP and warehouse systems
Improve bounce rates and conversion rates
Our Approach
Tenovia partnered with Union Home Furniture to transform their eCommerce journey through a tailored Shopify solution.
Migrated from WooCommerce to Shopify to provide a reliable, scalable solution for handling B2B transactions
Developed an automated registration system that categorizes customer information without manual segregation
Created a catalog management system that displays customized pricing based on customer classification for B2B customers
Streamlined approval process to enable the UH team to review and accept B2B registrations directly through Shopify
Ensure smooth, secure transactions to reduce payment failures and enhance customer trust
Offer customized payment options tailored to different customer segments, improving payment experiences and satisfaction
Limited catalog access to registered and approved B2B customers for appropriate product exposure
Integrated inventory management systems to provide better control over stock levels and ensure real-time updates for order fulfillment
Improved website performance to reduce bounce rates and boost conversions
The Impact
Successfully onboarded 450 retailers since the website went live
Achieved complete control over customer approval processes while maintaining security
Reduced manual intervention in day-to-day operations
Established a fully automated workflow from registration to order fulfillment
Significantly decreased processing time for B2B customer onboarding and management
Enhanced customer experience through personalized pricing and payment terms
In the fast-paced world of ecommerce and marketplace advertising, staying ahead of the game requires tools that not only simplify processes but also enhance overall efficiency. Amazon Drona commonly known as Amazon Advertising Manager (AAM), is a game-changing account management solution designed to transform the way advertisers navigate the dynamic landscape of all Sponsored ad products (SP, SB, SB Video, and SD).
On Drona (AAM) data is live and in-sync with both Seller Central Campaign Manager and the advertising console. Any modifications made in either interface—be it Seller Central, AMS, or Amazon Advertising Manager—will be instantly reflected in the other.
Drona (AAM) seamlessly aggregates data from both Seller Central Campaign Manager and the advertising console. This integrated platform allows for the application of automated rules to optimize campaigns efficiently.
Let’s deep-dive into the different features of Drona (AAM)
Modify campaigns realtime: Well, for both Sponsored Products (SP) and Sponsored Brands (SB or HSA) campaigns, you can execute the following changes:
Activate or deactivate campaigns
Activate or deactivate adGroups
Activate or deactivate keywords
Archive negative keywords
Adjust campaign start and end dates
Increase or decrease the daily campaign budget
Increase or decrease the default AdGroup bid
Increase or decrease keyword bids
Introduce new custom keywords with different match types
Incorporate new negative keywords with different match types
Label Management – Adjust critical campaign settings directly through Amazon Drona, that will seamlessly and automatically reflect in Campaign Manager.
Associate/Dissociate labels to advertisers
Filter advertisers on dashboard by labels
Create new & manage existing labels
Add advertiser with labels
SP – Auto Campaign Creation with Goals: You can create SP Auto campaigns by setting up ACOS Goal to achieve daily, weekly and monthly, in order to control the ACoS of the campaign. The Product can also be segregated on the basis of category and create different Ad groups accordingly.
Automated Rules: Rules can be set for Campaign, Ad groups and keywords in order to optimize the campaign when a specific campaign, Ad group or keyword crosses a specific threshold
Campaign Rule:
Increase or Decrease daily budgets of out-of-budget campaigns i.e. low Budget utilization
Increase or Decrease daily budget of good performing campaigns
Extend end dates or set No-End date for good performing campaigns
Ad Group Rule:
Increase or decrease default bid of good performance ad groups
Extend or Set – No-End date for good performing ad groups
Keyword Rule:
Decrease or Increase bids for keywords based on customized rule
Pause or unpause keywords based on set threshold
Archive keywords based on performance benchmark
Product Dashboard – A recent addition to Amazon Drona (AAM), offering a comprehensive view of all products (ASINs) associated with an advertiser. This feature includes essential metrics like Customer Reviews, Lightning Deals, and more, allowing users to gain valuable insights into the performance of their products.
Glance View Based Budget Planner – This determines the sponsored ads budget or required spending for an advertiser by considering the targeted number of total glance views expected. The planner relies on the target growth in glance views as a primary input. Using historical data, the planner predicts the glance views that would naturally occur organically (without advertising) and calculates the incremental glance views that would necessitate advertising.
Share of Voice (SOV) Budget Planner – This budget planner estimates the sponsored ads budget (separately for Sponsored Products or SP and Sponsored Brands or SB) for an advertiser based on the target share of advertising impressions expected by the advertiser out of the total ad impressions in a sub-category. The planner then estimates the ad spend required to achieve that share of advertising impressions in a specific forward looking period.
Spend Tracker – It helps in monitoring the performance of an advertiser (including ad spends and ACoS) against predefined targets. Account managers can create spend trackers for a given set of advertisers to monitor their spends against the ‘Planned Budgets’ and their actual ACoS against the ‘Target ACoS’.
Advertiser Overview – A feature on Amazon Drona which lets you see an overview of weekly and monthly performance trends for your advertiser across i) different sponsored ad products ii) campaign/ASIN/targeting/brand store iii) varied targeting/placement strategies iv) different categories and brands the advertiser owns v) performance benchmarks with category and vi) adoption of advertising features (e.g. product targeting, negative keywords, sponsored video etc.)
Recommendations – Recommendations is a new feature on Amazon Advertising Manager/Drona which will readily surface optimization opportunities for sponsored ad campaigns structuring, budgets and bidding, keywords and targeting, ASINs, creatives and brand store. These recommendations will essentially point out the ‘improvement areas’ in the advertising accounts along with probable remedies to help AMs (i) improve advertiser ACoS, (ii) improve advertiser visibility and (iii) improve creatives and brand store at scale.
Brand Keyword Performance – This feature provides the top searched keywords by customers in the selected category / sub category and gets refreshed daily. Along with the top keywords we also provide you with your brands organic, Sponsored Products and Sponsored Brands share of voice for the last 7/15/30 days. You can use this feature to identify top searched keywords (branded, competitor, generic) where your brand’s organic SOV, SP and SB SOV is low and consider adding them to your ad campaigns.
In conclusion, Amazon’s current support for view features in Amazon Advertising Manager/Drona is just the beginning. They have exciting plans to enhance experience with upcoming features such as recommended keywords, the identification of new ASINs for campaigns, Report Downloads, and more. If you’d like to explore and understand how you can scale your business through Amazon Drona, then drop us a mail at [email protected]