The client
Real Techniques are an international beauty retailer, founded by professional makeup artists Sam and Nic Chapman.
Challenge
Real Techniques (part of Paris Presents) came to TIPi Group in late 2017 to help them accelerate their Amazon marketing, their own initial efforts having shown excellent potential. Our expertise with retail and the Amazon marketing platform in particular was needed to help them move to the next level and turn this into a meaningful revenue stream for their business.
Innovation
As well as a best in class technical deployment, TIPi recognised the key to driving efficient growth was going to be tied heavily to seasonality and key ecommerce periods throughout the year. As such budget and resource was planned around periods such as Prime Day, the Christmas run in as well as events such as Mothers Day and Valentines. This would ensure budget was weighted to when market conditions would allow for aggressive media activity but balanced with heightened conversion rates and AOVs.
Within the Amazon platform we worked with the internal client teams to update the quality and quantity of their Amazon Brand Pages and then latterly Brand Store. This created more real estate for us to send paid traffic to (increasing scope of our media plans and targeting) as well improving conversion once users were there. Our team also conducted a full restructure of the existing AMS account to allow more accurate bidding and creative tactics on their best-selling products and ranges.
Summary
Beyond this, Real Techniques outperformed their competitors in the make up category by an average of 37% during this key trading period, an excellent testament to how they have truly accelerated into Amazon ahead of their peer set.
Given the success of TIPi Group’s work, in early 2019 Real Techniques expanded our remit to not just the UK but also Germany, France, Italy and Spain.
