SO...?

SO…? is the UK’s biggest mass fragrance brand on a mission to make high quality fragrances available to all. They saw quick revenue growth on Amazon, but profitability became an issue for Amazon retail because of low ASPs.​

We developed a product range plan for SO…? based on combining both Amazon’s channels – retail and marketplace. After analysing customer basket behaviour and repeat purchase rates, we lead the roll out of bundles on marketplace via fulfilment by Amazon. By creating bigger pack sizes of top selling SKUs, and mixed fragrance bundles – SO…? were able to increase ASP by 160% and build a €0.5M bundle business – all at better margin.​