Delivering Joy Across the Country
Amazon Account Management
Fanale Drinks x SpectrumBPO
Prior to partnerships with us, Fanale Drinks had a great product line but was in rough shape on Amazon. They had over 300 active listings, however their catalog was void of the elements to allow for growth, their search visibility was very low, parent-child variations were unorganized, and dated visuals did not reflect their premium brand. Moreover, they had no dedicated store front to showcase their brand. We could see so much revenue was left behind due to these oversights.
We saw that there was opportunity lying beyond the chaos. We plotted a revitalization on a grand scale, starting with an audit and then an exactifying growth strategy to reposition Fanale Drinks for visibility, brand attention, and sales scalability.
Brand Overview
Fanale drinks is positioned in the premium tier of the bubble tea industry, delivering restaurant quality flavorings that bubble tea lovers can create in their homes. Their product offering ranges between different flavor profiles, each catering to a concerned consumer who does not settle on taste or quality.
An Inside Look
Our Strategic
Approach
We executed a methodical transformation that responded to each challenge with surgical precision, while also generating synergies top-to-bottom across every aspect.
Phase 1: Repairing The Foundation
Our compliance experts began systematically addressing each violation and implemented monitoring systems to ensure that violations won't happen again. At the same time, the entire catalog architecture was reorganized, establishing logical parent-child relationship that established a single location for all customer reviews and would product-specific shopping.
Phase 2: Visual Brand Revitalization
We revitalized the visual identity across the entire platform and established photography and graphics that communicated premium and high quality instantly to the new customers. Simply put, every image, every bullet, every product description were developed to convert browsing customers into buyers and reinforce brand positioning.
Phase 3: Advertising Engine
In our PPC rebuild, we considered precision targeting coupled with budget strategy. We addressed high-value keywords where Fanale could dominate, established defensive campaigns to protect brand territory as well as growth strategies that would capture market share in adjacent categories over time - slowly.
Phase 4: Inventory Intelligence
We developed forecasting models that aligned velocity targets with cash flow management, allowing their best sellers to stay in stock, while getting rid of dead inventory that drained capital.
Challanges
Faced
Exploring the Complexities
When we explored Fanale's Amazon ecosystem, the challenges were much deeper than surface-level optimization challenges:
No Account Health
Multiple compliance issues were restricting their top selling products and preventing organic reach across their entire catalog, creating a negative ripple effect. These were not benign violations, they were fundamental problems that threaten the long-term viability of their account.
Unchecked Advertising at Scale
Their PPC infrastructure was spending money without any strategic direction. Campaigns lacked meaningful segmentation, keywords targeting was scattered across irrelevant search terms, and ad spend allocation was disproportionately allocated towards under-performing products allowing their bestseller's to fight for scraps of ad spend.
Catalog of Disorganization
With over 300 scattered listings, the catalog had become virtually non-navigable for customers and algorithms alike. Without parent-child relationships none of the reviews could consolidate, variations were buried through search results, and the brand story was broken up across hundreds of unconnected product pages.
Inventory Forecasting Problems
Poor demand planning led to a constant cycle of out-of-stock and out-of-control inventory. High velocity products disappeared from shelves just when they started to build momentum, while slow movers hogged valuable warehouse space and tied up working capital.
The Transformation
Journey
March 2023: The Launch
To say the systemic issues we faced as we started our partnership were overwhelming would be an understatement. Over 300 poorly optimized listings resulted in search invisibility; missing parent-child variations meant we couldn't consolidate product reviews; compliance violations hindered their top products; and poorly executed PPC campaigns were burning money without producing meaningful returns.
The Resolution
Our ecommerce specialist team initiated themselves with a comprehensive listing optimization campaign, which included creating SEO-optimized content for every product, professional grade photography, applied proper variation structure, and laid foundation for compliance. Not only did we solve their issues, we now rebuilt the foundation for ongoing sustainable growth.
The PPC transformation was handled immediately after. We occupied top positions on high-value, high-volume keywords while devising category specific targeting strategies and executing defensive campaigns that protected brand covering. Budget allocation shifted dramatically towards high performing products, all while creating catalog coverage for long-tail
The Results
The transformation delivered results well beyond even our ambitious expectations, and now monthly sales growth is the new normal, TACOS is greatly improved, ROAS is consistently improved across all product categories. More importantly, we've established Fanale Drinks as a recognized leader in the premium bubble tea space.
The results were not just simply optimization, our specialized ecommerce services ultimately transformed an entire business which shows our genuine commitment to delivering growth that exceeds client expectations for an entirely competitive advantage.
See how we delivered measurable results on: Elemental Bottles X SpectrumBPO
Since our beginnings in 2014, Fanale Drinks has undauntedly carried out its mission to distribute quality boba tea all over California. We started out as a small boba shipping company located in Hayward and have since grown into one that now sources equipment, ingredients, and trains clients from across the country (and even abroad) on how to make the most authentic boba. To this day, we continue delivering joy across the country with every order.
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