WNL Products Case Study

Every once and a while, we at Goat Consulting get the privilege to work with a company that makes a social impact, which makes our services more meaningful beyond just selling products and driving revenue for the client.

We are proud to work with WNL Products, an industry leader in AED training devices, CPR masks for first responders, wellness, and injury prevention products. Our team is motivated by the fact that not only does each Amazon sale of an AED training device bring sales to WNL Products, but also AED/CPR instructors are able to use the devices to train countless individuals in the life saving steps of how to properly use an AED, which can save people that are experiencing life-threatening cardiac arrhythmias. A sale of a WNL Products AED or CPR trainer on Amazon could go to an instructor that could train a first responder that could end up saving a family member, friend, or you. We are proud to help WNL Products accomplish goals by increasing sales, mitigating risks selling on Amazon, and getting to help improve the safety of everyone along the way.

Increase Sales through Best Practice Merchandising and Amazon Advertising

When WNL Products first approached Goat Consulting, they utilized all the basic product listing merchandising to tell Amazon customers about their product including title, bullet points, and product descriptions. However, we identified some key opportunities to improve merchandising including:

• Keyword and SEO focused listing improvements - using our Market, Product, and Keyword research we developed a list of keywords customers might search to find and purchase their products and imbedded them naturally and organically into the product description sections, to allow Amazon to index the products to be found in customer search results.

• Parent/Child Variations - WNL Products has variations of like products, for example, CPR Masks come in a hard or a soft case, and multiple size offerings. We combined the like products into a single product listing. This is a better shopping experience for Amazon customers to see all the options on one page, as well as helps with increasing search results and sales rank as the sales are all accumulated to one product listing.

• A+ Enhanced Brand Content and Storefront - AED Trainer kits come with a variety of items in an individual kit. We were able to inform customers through images on the A+ page what is included in each kit, as well as utilize comparison charts between similar products for customers to compare and make an informed decision.

• Bundles - The products in WNL Products catalog pair well together and make sense to purchase together. To increase basket size, we utilized Amazon Bundles, which merchandises 2 product listings in one and provides the Amazon customer a slight discount. For example, we created a bundle using the AED trainer and compression rate wrist monitor to create a brand new listing

• Amazon Advertising - Once the merchandising was in place, we set up Amazon Advertising architecture to get the product listings in front of more customers and generate sales. We accomplished this by creating a variety of campaigns including Sponsored Products, Sponsored Brands, and Sponsored Display to achieve different goals including awareness, conversion, and customer loyalty. We continue to improve the campaign performance through optimization efforts to spend advertising dollars efficiently to achieve goals. We also leveraged Video Ads which can be particularly helpful for more intricate items such as the AED Trainers.

• Amazon Posts - To make the most of their Amazon channel and reach more customers, we have also leveraged Amazon Posts. Amazon Posts has allowed us to put out more information about the product in social-media style posts, and increase traffic and impressions for free. With Amazon Posts, we can link the detail page of the product and show up in relevant category feeds, where our posts can be seen by people browsing that category, who are likely relevant shoppers.

• Subscribe and Save - We have also leveraged the Amazon Subscribe & Save program, which allows customers to sign up for recurring purchases. For example, CPR and AED training programs or classrooms are able to subscribe to recurring deliveries, at a discounted rate, which ensures they will never be out of the supplies they need for this life-saving training.

Maintain Active Product Listings and Account Status by Following Amazon Policies and Appeal Submissions

As we have found success in sales through best practice merchandising and Amazon Advertising, it has been equally important to mitigate product listing risk and comply with Amazon policies. Amazon maintains a high level of product compliance to ensure Amazon customers receive safe and authentic products.

A situation we found ourselves in with WNL Products at the start of the pandemic was that Amazon began removing product listings related to masks and required that sellers submit appeals to reinstate product listings. Unfortunately for WNL Products, CPR masks were grouped into that mass removal. We worked closely with the WNL Products team to submit the correct documentation through an appeal to reinstate the product listings and continue providing a much-needed product to first responders.

As the WNL Products catalog grows, we review category specific requirements to ensure we are complying with all applicable Amazon policies to continue to have success on the Amazon marketplace and provide Amazon customers with quality safety products.

A Word from WNL Products

Maximizing sales potential on the Amazon platform requires expertise specifically in the world of Amazon. Goat Consulting has a team of them! We at WNL Products have been utilizing their services since January 2020. The numbers speak for themselves; sales have grown five-fold and continue to do so. In addition to managing our existing line of products Liz (our assigned Account Manager and the Goat Consulting team have assisted us with suggestions on potential new items within our current scope of business and new categories where they see an opportunity. The Amazon platform is constantly changing and Goat Consulting is on top of it; explaining new marketing/advertising tools and developing a plan to use them when applicable.

We are a small business with less than 10 employees. For us it makes sense to use an outside service to manage our Amazon business. We simply do not have the resources to hire someone full or part time to do this. The cost/benefit for medium and large sized business also makes perfect sense. Why hire a staff of employees when Goat Consulting can do a better job and save you money?

-Wayne Eddy, President, WNL Products

Conclusion

Goat Consulting is proud to work with clients like WNL Products that sell items with a purpose. We are motivated to increase sales and mitigate risk for WNL Products because it generates sales for our client, but also gets lifesaving training and field products into the hands of Amazon customers who are AED/CPR trainers and first responders.

If this resonated with you or you want to learn more about increasing sales and mitigating risk on Amazon, please reach out below.