GOSLEEP MULTICHANNEL BRAND LAUNCH
A large mattress manufacturer with 360m in B2B revenue worldwide recruited Vanquish to establish its B2C offering in the US market. The company recognised the challenges in the B2B retail market, and their dependence on private label brands for their success. Vanquish were tasked with creating a fresh D2C brand and implementing a strategy which would replace all B2B sales with B2C by 2024. The organisations existing technology was not fit for purpose and no order management existed to process orders, on top of having ZERO online presence.
$0-$20k per week within 30 day
100% growth week on week
Niche Mattress In A Box
Channels Shopify, Amazon, Walmart, Bed Bath & Beyond, Target, B2B
Social Instagram, Facebook, Pinterest
Services GTM GamePlan, LibertyGTM, VanquishAlliance
BACKGROUND
GoSleep is a prominent consumer brand, operating under the umbrella of one of the mattress industry's largest manufacturers, boasting a collective revenue exceeding €100m. Despite its parent company's longstanding reputation for supplying private labels to global household names, a significant downturn in sales ensued post-pandemic, as customers tightened their spending.
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Faced with this challenge, the company approached us without an established consumer brand or any presence in retail sales. Their
objective was to swiftly develop and introduce a brand into the US market, utilising a MultiChannel approach to maximise reach and impact.
CHALLENGES
Initially, this project encountered numerous challenges.
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Amazon orders surged rapidly and naturally, catching the US-based warehouse team off guard with the sudden influx of order processing demands. Several SKUs quickly sold out, necessitating additional materials to ramp up manufacturing.
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From the outset, Amazon emerged as a significant sales channel for the brand, necessitating close collaboration with the brand and its team to fulfill stringent service expectations.
STRATEGY
Launching a wholesale-oriented business in a fiercely competitive online market is an immense challenge, even with a clean slate.
In just three days, our San Diego team devised our renowned 'Growth Game Plan.' Our initial strategy was bold: within a two-week timeframe, we aimed to establish the brand's online presence by launching a direct-to-consumer website on the Shopify Plus platform, accompanied by active social media profiles on Instagram, Facebook, and Pinterest, featuring 'traction' posts. These steps were pivotal for establishing brand recognition and the credibility necessary to secure partnerships with discerning retail giants.
Concurrently, we would finalise the product lineup, establish Manufacturer's Suggested Retail Prices (MSRPs), and submit seller applications to prominent retailers such as Walmart, Target, Wayfair, Overstock, Hayneedle, and Home Depot. Additionally, we would develop the brand store on Amazon.com and create optimised product listings. Paid advertising campaigns on Amazon, Google, and Facebook were scheduled for immediate launch.
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Addressing the challenge of managing direct-to-consumer orders, we thoroughly evaluated various solutions and determined that ShipStation would be the most straightforward fit. We implemented the solution and provided comprehensive training on order management.
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Once fully integrated, we transitioned to our VanquishAlliance service, offering comprehensive website and marketplace management, complete advertising management, social media content creation and advertising, weekly consultations, and unlimited support.
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Given the urgency communicated by the company's President & CEO, the retail business needed to demonstrate viability within three months. Throughout the entire process, we maintained transparent communication by presenting a weekly 'State Of Play' tracker to our partner, granting real-time accessibility to monitor all completed and upcoming tasks.
BRANDING
Our client sought to cultivate a brand imbued with a sense of warmth, comfort, and cosiness. Considering the nature of the mattress industry, we aimed to instil a soft and soothing tone into the branding. To realize this vision, we opted to integrate a palette of various shades of blue as the primary brand colours. Blue, renowned for its tranquil and calming attributes, aligns perfectly with the desired sentiments of calmness, comfort, and relaxation, making it the ideal choice for our client's brand identity.
PRIMARY COLOURS
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TYPOGRAPHY
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LOGO & SUBMARK
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BRAND BOARD
WEBSITE
Our process began with a comprehensive meeting with our client to outline and define the website brief, meticulously gathering all necessary requirements. Recognising the pivotal role of the GoSleep website in establishing the brand's online presence and credibility, essential for securing partnerships with discerning retail partners, we prioritised its development. Given the client's initial product range limitations, we opted for a streamlined website structure. This involved designing the main navigation with five primary items, devoid of sub-items. Our objective was to create a user-friendly and intuitive browsing experience.
Sitemap
To ensure a seamless outcome and minimise design revisions post-production, we crafted mockups and wireframes for each main website section. Each design iteration was tailored to fulfil specific business objectives. This preliminary planning phase served as the cornerstone of the project's success. It allowed us to incorporate all desired features and functionality while mitigating the need for extensive modifications during the production stage, thereby optimising efficiency and quality.
SOCIAL MEDIA
Establishing a strong social media presence is a crucial factor in establishing a brand and gaining credibility with selective retail partners. Today's US consumers extensively research brands across various channels before making purchasing decisions, underscoring the importance of a robust social media presence. Understanding the significance of this for our client in the Home product industry, we identified Instagram, Facebook, and Pinterest as key platforms due to their visually-driven nature. With our client lacking prior online presence, we devised a meticulously crafted strategy aimed at initiating industry engagement and fostering community growth. Central to our approach was the creation of educational content, positioning the brand as an authoritative source within the field by offering valuable insights and information. In addition, to streamline brand visibility and drive traffic to multiple sources, we implemented a Linktree account, connecting all channels and facilitating easy access to various brand resources. This strategic integration allowed for seamless navigation and enhanced user experience across platforms.
AMAZON
As GoSleep lacked any prior presence on Amazon, we developed a new strategy tailored to the digital environment. Our team initiated the process by establishing the Amazon account and meticulously crafting optimised product listings. This involved crafting compelling product copy and creating ASIN variation families for enhanced product visibility. To augment the visual allure of the product pages, we curated main and secondary product imagery, complemented by engaging infographics. Additionally, we constructed a branded storefront and integrated A+ content to bolster GoSleep's online presence on Amazon, elevating its brand identity. To stimulate sales and broaden the brand's reach, we developed and customised effective advertising campaigns, strategically designed to resonate with a diverse audience. This multifaceted approach ensured maximum impact and visibility for GoSleep on the Amazon platform.
MULTICHANNEL
After conducting thorough market research and formulating a strategic framework, we pinpointed the following channels as optimal for the initial phase of implementation. Once consensus was reached on these channels, we adeptly navigated the application process and executed the onboarding journey from inception to completion, ensuring smooth integration at every step.
For Wayfair and Overstock, we commenced the account setup process and assisted our client in navigating the business verification steps. We assigned company roles and verified that all pertinent contact details were correct and current. Furthermore, we developed a thorough product catalogue encompassing product onboarding, followed by the creation and optimisation of all product listings to align with the unique requirements and guidelines of each platform.
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To simplify inventory management, we implemented inventory connections. Additionally, to empower the GoSleep team to independently navigate these platforms, we furnished them with comprehensive tutorials and training videos, ensuring proficiency in operating these channels.
For Target and Walmart, we successfully completed the business verification procedures and set up shipping profiles tailored to our client's specifications. We crafted and optimised product listings to enhance visibility and stimulate sales across these platforms.
B2B RETAIL
Our team crafted pitch decks for GoSleep to introduce the brand to prospective retailers. These decks encompassed a thorough overview of the company and brand, detailed product insights, unique selling propositions, and manufacturing capabilities. To maintain coherence with content across other marketing channels, we ensured that the pitch deck style was closely matched, fostering brand unity and consistent product representation.
FULFILMENT AND ORDER MANAGEMENT
Considering the brand's limited experience and software resources for handling direct-to-consumer orders, we conducted an extensive evaluation of various solutions. Ultimately, we determined that ShipStation would be the optimal choice for its efficient order processing, streamlined shipping, and straightforward inventory management features. Given our client's existing ERP system for broader company operations, we concluded that introducing a complex WMS or ERP system was unnecessary.
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Following this decision, we proceeded to establish the ShipStation account, seamlessly integrating relevant sales channels and data. To empower the GoSleep team with the necessary skills for daily operations, we provided comprehensive tutorials and training videos covering essential processes.
RESULTS
Within 2 weeks we crafted branding and brand assets, establishing a top-tier Shopify PLUS transactional website, launching 3 active social media channels, and establishing a robust Amazon 3P presence with 60 A+ content-rich listings, alongside a captivating Brand Store.
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While initial sales in the first week totaled just $500, we swiftly escalated to generating $20k per week by the fourth week, setting a trajectory toward an eight-figure online revenue.
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Moreover, within a span of 8 weeks, we successfully initiated a monumental 150,000 private label mattress deal with Ashley Furniture, valued at over $15 million.
Berna Gözbaşı
Parent Company Founder & CEO
"I engaged Vanquish in 2022 to launch our eCommerce business in the US market. Their creative team developed our 'GoSleep' brand, built our DTC website on Shopify, and launched our social media presence across Instagram, Facebook, and Pinterest.
They facilitated our product launch on Amazon, Walmart, and Wayfair, overseeing paid ads and operations. Additionally, they helped implement an order fulfilment process.
We continue to partner with Vanquish to scale the GoSleep brand, experiencing consistent growth and strong results. Their professionalism and daily communication make them a highly recommended choice for eCommerce expansion."