We Are Proud To Support:
180 Days Into Our Sustainable Growth Program:
Amazon Revenue Increased by 1300%
Top Click & Conversion Share on Key Terms
A continual month on month increase of 100% on 'Subscribe & Save’ customers.
The BONRAW Story
After working for the world´s largest sugar refiner, Elpida Gailani, CEO and Co-Founder at BONRAW, was convinced that there were:
“Better ways to get the nation eating better and sweeting better, whilst also putting the environment at the heart. A way we could have our cake and eat it, whilst supporting global communities and their delicious sugars, and preserving the world while we're at it.”
As a result BONRAW was born and launched three distinct and delicious sugar alternatives Coconut, Panela and Silverbirch, responsibly sourced from over 1,000 small-scale farmers around the world. All three sugars are award winning and listed in retailers such as Waitrose, Whole Foods, Holland & Barrett and more.
History with Amazon
BONRAW’s view of Amazon was when done correctly, it could be a platform to generate plenty of brand exposure but the challenge was often profitability.
Despite this, they believed it was a platform you had to be on and a good way to increase the visibility of their products and purpose alongside growing the retail presence.
In order to better understand the platform for themselves, BONRAW initially launched with a ‘DIY’ approach, going through the process of registering the brand, testing things and learning the backend, a decision they reflect on as an important first step.
“Once we hit a brick wall we then brought in a 3rd party consultant to help manage it, they improved what we started, doing some of the heavy lifting and operational side of loading up orders, creation of barcodes and the paperwork that's needed but we weren’t growing. It was then we decided we needed a specialist agency”
– Joe Gailani, COO
With a good start and direct experience launching on Amazon, BONRAW were clear on what they wanted from a specialist agency to help grow on the platform:
“It's a data-led, insight-driven platform, if you don't have access to the right insights you can be operating blind, we needed this to be a key focus for our choice of agency. We needed a partner that could be strategic, not just driving the listings with ad spend. Finally, finding an agency partner that could quickly immerse themselves in our world of natural sweeteners was key.”
– Joe Gailani, COO
BONRAW & ThePurposeLed
When BONRAW joined ThePurposeLed on the Sustainable Growth Program the first priorities were gathering market insights and defining an Amazon channel strategy. The resulting objectives were updating the brand experience and adding new product formats.
In Q2 2021 BONRAW launched an ‘online only’ range on Amazon along with a brand update including new A+ Premium content, a revised brand store and sponsored brand videos across products. Then began the process of getting all this great content and new products seen by shoppers.
Within six months search visibility was no longer a goal but something to be enjoyed.
A core product went from <1% click share and <1% conversion on key search terms, to >80% click share and >80% conversion becoming the top product across multiple terms.
All this extra visibility meant more shoppers were discovering BONRAW, its purpose and its great products.
The re-brand proved a success with conversion rates increasing by 300% and the efforts increasing search visibility an equal success with the revenue from Amazon increasing by 1300%
With sustainable growth a goal from the start, Amazon’s subscribe and save was a key metric. In the six months since the re-launch BONRAW has seen a 100% increase month on month in its subscribe and save customers.
Thoughts & Feedback
“What we have achieved so far has exceeded expectations and there is plenty ahead on our journey.
We have some amazing products lined up following the market mapping and NPD exercises along with market expansion planned too.
Safe to say we are very happy with the Sustainable Growth Programme and joining ThePurposeLed.”
— Joe Gailani, COO, BONRAW
“It’s been a pleasure to work with the BONRAW team and see the brand grow the way it has.
BONRAW has all the right ingredients both in their products and in what’s required to get the most from Amazon.
They saw the platform as a vehicle to promote their purpose and were committed to a channel-specific strategy.”
— James Lovett, Co-Founder, ThePurposeLed
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