How Influencer Marketing Drives Sales For Housewares, Appliances, and Hardware Products

If you sell products on the Home Depot eCommerce site, then you will not be surprised to learn upwards of 2 million products are sold on its online platform. Home Depot alone partners with over 500,000 brands—all of whom compete for a highly coveted sales spot: page 1 of search results. Amazon, whose reputation precedes it, has attracted 300+ million customers to date. Across the board, big-box retailers are seeing an increase in online sales.

This is all to say: brands need to find more ways to market, advertise, and ultimately sell their products online. Cue influencer marketing.

Influencer marketing is a way for brands to cut through the noise, to stand out amongst the 500,000+ crowd of competitors, and get more people buzzing about their products. But brand awareness is a part of the influencer marketing equation, not the answer like most consumer product companies think. Influencers play a key role at every stage of the sales funnel—starting with brand awareness, moving into engagement, and then ending with action. An influencer guides a consumer down the path to purchase.

Influencer marketing is more than a fad. Influencers are shifting the rules of marketing. Let’s take a second to pause and consider influencer marketing in relation to a handful of industries. Most companies in the housewares, appliances, and hardware categories are not leveraging influencer marketing to sell products. But the opportunities are there for the taking. It’s not too late in the game for consumer product companies, specifically those who sell in these categories, to establish relationships with influencers and get their brand name out there to start driving sales—all before their competitors.

Here’s how influencer marketing works within the traditional sales funnel model to ultimately drive sales and turn customers into loyalists for companies who sell evaporative coolers, body massagers, or nylon gloves.

Brand Awareness

Influencers talk about products and services in a way that isn’t overly promotional or branded. They share their authentic experiences in the form of live streams, in-depth tutorials and reviews, and elaborate unboxings. They post content filtered through their own voice and aren’t afraid to use their platform to share their personal thoughts and opinions on a brand.

Authenticity is an important consideration for consumers, especially millennials. One study interviewed 1,300 millennials and found 43% valued authenticity over the content itself. What is even more shocking is only 1% of them trusted advertisements.

Ultimately, influencers cultivate trust with their audience. Consumers rely on this trust to guide them towards the best buying decision.


Once consumers have become aware of a product or service, they decide if they want to dig deeper into the brand behind it or not. Influencers continue to entice and engage curious customers, bringing them one step closer to making a purchasing decision.

At this stage in the funnel, influencers continue to educate the audience on whatever it is they are promoting. Influencers collaborate with brands on giveaways, create eye-catching content, and release other creative concepts that inspire followers to like, comment or share their own experiences.

Instagram Influencer Campaign NewAir Product Giveaway

It’s important to keep in mind that engagement leads to valuable company assets and an increase in valuable metrics. It’s here that a company gains user generated content (UGC) and experiences an increase in website traffic and visits to product listing pages across retailers.


Here’s where social media likes turn into dollar signs. While it’s true that sales generated from an influencer campaign are more organic and by nature more difficult to track, there are social media sales functions and personal calls to action that help capture customers.

Let’s break down the sales opportunities by social media platform:

Instagram: posts can include a direct link to a product page or offer audience members a promo code for a sale or a one-time-offer. Stories can include the “Swipe Up” feature that opens a product page directly within the app. Some influencers may even update their profile bios with a link to the current product or service they are promoting.

YouTube: videos can feature interactive pop-up screens that direct consumers to a product page. Video descriptions can include direct links to product pages and highlight important announcements made in the video (i.e. flash sale or limited time offers). Influencers may even leave reviews and offer their personal endorsements in the video.

Pinterest: influencers or brands can incorporate buyable pins into their Pinterest profiles. These pins basically act as product pages directly within the app, so users can buy right then and there. All other pins can simply link back to product listings or a company’s website to help drive conversions.

Pinterest Influencer Marketing Buyable Pins

Sales happen through direct and indirect means when working with an influencer. While a company can take steps to track a customer’s path to purchase, it must keep in mind that sales are also occurring organically.

Long-Term Relationships

One effective influencer campaign can travel far—across multiple channels—and reach thousands, if not millions, of people.

But the benefits of influencer marketing don’t stop at sales. It can create long-term relationships between a company and a consumer. It has the potential to turn customers into brand loyalists—people who will make a purchase from the same company repeatedly.

In a world where big-box retailers are continually eating up brand ownership, influencer marketing is one way a company can improve a consumer’s experience with their products and services. Influencer marketers are powerful partners in helping a company take ownership of their sales funnel.

Now that you know influencer marketing will drive sales for your company, it’s time to come up with a strategy. Email for help developing your influencer marketing strategy.

Grow Online Sales By 60% with Home Depot’s New Advertising Platform

Increase CTC, impressions, and ROAS for your brand.

In August, The Home Depot partnered with a leading SaaS company on the digital advertising scene: PromoteIQ.

This shift to a new Sponsored Product service provider comes right before the unveiling of Retail Media+, The Home Depot’s all-encompassing digital marketing and advertising solutions package for online vendors. Like other big-box retailers, The Home Depot is ramping up its advertising business to leverage as an additional revenue stream.

But let’s stay focused on Sponsored Products and why The Home Depot switched to PromoteIQ.

The Home Depot is the largest home improvement retailer in the world and has seen a 20% increase in digital growth since H1 of 2019. The company gets 5 million online visitors—daily—and Sponsored Products is one main way sellers can grab the attention of its thriving customer base. Finding (legitimate) ways to place a product in front of consumers is not only smart but vital, especially when you consider that over 5,000 different brands and over 2 million products share the same virtual space: The Home Depot’s eCommerce site.

PromoteIQ will increase impressions, CTC, and ROAS for brands on The Home Depot.

In this post, we talk about how brands can harness the power of PromoteIQ, what new programs are coming down The Home Depot’s 2020 pipeline, and why now is the perfect time for businesses to use The Home Depot as a serious marketing and advertising channel.

Who is PromoteIQ and how is it different?

If you haven’t heard of PromoteIQ before, that may be about to change. The digital advertising platform was recently acquired by Microsoft and the company has already captured large retailers—Overstock, Office Depot, and Kroger—as clients. The latest retailer to join this powerhouse lineup? The Home Depot.

While on the surface PromoteIQ may appear to be like Criteo (The Home Depot’s previous Sponsored Product Platform), these two SaaS companies approach this form of advertising in completely different ways.

Sponsored advertising comparison chart Criteo vs PromoteIQ

Let’s dig deeper into each of these key features to get a sense of how they work.

Detailed data: retailer and SKU specific reporting

The main reason Home Depot moved away from Criteo is because the platform didn’t offer detailed reporting on individual campaigns. How undetailed was it? Brands couldn’t separate data based on retailer, let alone campaign. Criteo combined data from all partners, making it impossible to know which retailer or product, your metrics (CTC, impressions, and ROAS) were accredited to.

Not only does PromoteIQ separate data based on retailer, but the platform also allows you to see SKU-level attribution. You get ROAS, CTC, and CPC data on every single product you sponsor.

ROAS, CTR, and SKU specific key metrics on PromoteIQ advertising platform

This deep dive into data is essential. Not only do metrics inform users of how successful a campaign is, but they also help vendors make more informed decisions about how to spend their remaining ad budget. This analysis, after all, is the point of data reporting.

Without detailed data, a company is essentially throwing money into the algorithm without the ability to grow a successful advertising strategy. But with PromoteIQ, data gives brands the ability to track individual sponsored product performance on The Home Depot. This feature will help convert data into dollars.

Product placement: carousel, in-grid, and banner ad campaigns

PromoteIQ gives vendors the following ways in which a brand can promote its products on The Home Depot: carousel, in-grid or banner. This sets the platform apart because, traditionally, vendors didn’t have much control over where their ads showed up on a retailer’s site.

Here’s a breakdown of how each advertising format works.


Sponsored Products show up in a single row when campaigned in the Carousel format. Carousel is popular among online retailers because it is highly visible and easily grabs the attention of shoppers.

Sponsored Products in Carousel format on HD eCommerce platform

PromoteIQ is taking the capabilities of Carousel a step further. While other retailers, like Amazon, also use Carousel to showcase Sponsored Products, most only place it on product listing pages (also known as search result pages). Thanks to PromoteIQ, vendors can use Carousel on the following locations within The Home Depot’s D2C site:

  • Home Page
  • Product Listing Pages
  • Cart
  • Order Confirmation
  • Store Page

Sellers can now capture customers at multiple stages of their purchasing journey.

There is one more thing to note about Carousel campaigns created in PromoteIQ: Sponsored Products show up at the bottom of all pages. This may seem counterintuitive at first—placing Sponsored Products at the top of pages gives vendors the best chance at increasing metrics, right?—but because Carousel has been a commonly used digital ad format for the past 2-5 years, consumers may be jaded from seeing it over and over again (on multiple company sites, no less).

Now maybe the perfect time in advertising history to revamp existing ad formats. PromoteIQ and The Home Depot are helping lead the charge.


In-Grid is a new form of advertising. Unlike Carousel, which boldly places sponsored products in a separate section on pages, In-Grid integrates sponsored products with organic product listings.

In-Grid is subtle. Because consumers have grown increasingly aware and sensitive to certain forms of advertising placement, PromoteIQ has found a way to more organically present sponsored products to The Home Depot audience.


Banner ads: coming soon to The Home Depot. Banners will be placed on the top of product listing pages, or on the home page. Brands will be able to pick from several templates to custom create ads. When a consumer clicks on a banner, he or she will be directed to a search page of that brand’s products only.

The Home Depot thinks this type of exposure—placing products in a highly visible format on highly visited pages—will drive massive outreach for a brand.

Page placement: bid by category

Campaign bids are where PromoteIQ really differentiates itself. Vendors cannot bid for keywords…We will give you a moment to take that in…

Instead, vendors bid for placement on category pages.

Advertising and Marketing campaign bids on HD

In this example, vendors can bid for Sponsored Product placements on the following pages: “Home Page”, “Appliances”, “Beverage Coolers”, and “Built-In Beverage Coolers”.

This is a new way of doing things. While there isn’t a lot of data to see how bidding on category pages is performing, it is safe to say that brands will now have more control over where sponsored products show up on The Home Depot.

What else can brands expect from The Home Depot in 2020?

In addition to the new in-site advertising opportunities, The Home Depot is rolling out several marketing programs to help brands target online consumers and drive them back to the site.

Email Marketing

The Home Depot’s email list exceeds 50 million customers and 30 million business email contacts, making the potential outreach to new consumers massive.

Email Marketing on HD

Here’s how it works:

  • The Home Depot will create a custom list of contacts for the email campaign. But vendors have control. They simply send over their key demographic criteria and The Home Depot will do the rest, all the way down to the execution of the campaign.
  • The Home Depot will track the email campaign in real-time. Contacts who have opened, clicked, or engaged with the content during an 18-month period will be retargeted. Look-a-like audiences will be generated, and new lists refined over time to build a highly targeted audience.

Email marketing is ultimately an option for any brand looking to increase its brand exposure and reach on The Home Depot’s eCommerce site.

Dynamic Media

Dynamic media marketing retargets consumers on social media after they have visited a product listing on The Home Depot. Potential customers will link back to the same product listing to increase the likelihood of a conversion.

The Home Depot does all the tracking and managing when it comes to the campaign process. This means the company generates all the ad creative content, followed by launching campaigns across Facebook, Pinterest, Google, and Display.

Geotarget Marketing

The specifics of how Geotargeting will work on The Home Depot is still under warps—not much information has been leaked by the retailer.

Targeting consumers based on their location isn’t a new form of marketing. However, it is for big-box retailers. The Home Depot appears to be the first, out of its competitors, to even float the idea of offering Geotargeting capabilities for its vendors to take advantage of.

A larger shift in the marketing and advertising landscape

The roll-out of a digital marketing and advertising solutions package marks a significant shift in the way The Home Depot is approaching its advertising business. And it isn’t the only one taking that side of the business more seriously. Big-box retailers are following Amazon’s lead and capitalizing on increasing website visits from consumers.

It makes sense for retailers to enhance the advertising capabilities for vendors. Not only is it another stream of revenue, but this increased ad power helps retailers maintain ownership of consumer loyalty. Brands also benefit. They get tools to capture sales from a large customer base—a base that has higher conversion rates on trusted big-box retailer sites.

But what is the bottom line for brands? They now have more factors to consider when figuring out ad and marketing budgets and strategies. Which route results in more long-term revenue and company growth: driving consumers to its D2C site? Or, to retailer sites like The Home Depot?

Why brands should act now on The Home Depot eCommerce site

When brands use PromoteIQ, they should feel reminiscent of the early Google AdWords days—a time when competition and CPC were low but ROAS was high. Not a lot of vendors on The Home Depot have tapped into the live programs, making the barrier to entry low.

Over the course of 3 weeks, NewAir®, Retail Band’s client, experienced ACOS as high as 11.1% and impressions of 1,231,022—all for the low CPC of $.51.

NewAir also saw 3x the CTC, 3x the ROAS, and a 22% lower CPC on Sponsored Products after The Home Depot switched to PromoteIQ from Criteo.

All Retail Media+ programs will be launched by 2020. And vendors should be ready for it when it does. These new advertising and marketing opportunities will help brands target a larger audience of online customers and make product conversion rates soar.

To increase sales growth by 60% on The Home Depot, email

NewAir Increased Product Conversion Rates on Home Depot with Retail Band

When it comes to selling on big-box retailer sites (Home Depot, Lowe’s, Target, and Amazon), grabbing a consumer’s attention comes with its own unique set of challenges.

The major touch points you get with a consumer, outside of marketing and advertising, are the photos and copy that show up in the description of your product. This means, creating great content is the number one way to quickly ramp up sales and improve the overall conversion rate of a product.

Retail Band recreated the design assets for a NewAir Appliance product, which was no small task. It involved rewriting copy, gathering more images, and creating lifestyle videos. To add to the challenge, Retail Band needed to take into account Home Depot’s online platform: the guidelines, customer-base, and searching algorithm.

Writing Copy That Sells

There are several components within the copy category that need to be considered when building your product profile on Home Depot.

NewAir Beverage Fridge on Home Depot eCommerce Platform

The first is the title. It is the most important factor considered when Home Depot determines your rank on its site. Using keywords in the title of the NewAir product as an imperative step in helping increase the conversion rate.

Keywords weren’t the only component considered. Home Depot has its own set of rules a vendor must abide by. The details vary depending on the product category, but product size in inches is almost always required.

Retail Band combined SEO strategy with Home Depot guidelines to create a product title that moved the NewAir product to page one of the search results. In fact, the product ended up in the 3rd organic spot in its product category.

The copy doesn’t end with the product title. Home Depot product descriptions, similar to most other big-box retailers, include a content block within product pages for a larger description of the product to take form. Here, Retail Band used salient bullet points to connect with the customer.

Salient bullet points were used to showcase differentiating factors of the NewAir product. Retail Band made sure to keep them short and to the point. That way, customers didn’t have to shift through walls of copy to find the information they were looking for: the main benefits of the product.

Taking photos That Tell A Story

Photos are unarguably a great way to sell a product. Not only do they give the consumer an image of what it is they are buying, but they also help paint a picture of how a product will come to life in a consumer’s home.

NewAir Beverage Fridge on Home Depot eCommerce Platform

Rather than relying on a simple hero image to sell the NewAir product, Retail Band also included lifestyle images to show the product in a home and to help bring to life the dimension of the product.

Adding high-quality lifestyle images lead to higher sales and conversions for the NewAir product.

Creating Eye-Catching Content

Consumers are faced with pages of products when shopping online. And Home Depot is no exception. To help the NewAir product standout, Retail Band used a tool called Hover Functionality.

Increase Conversion Rates on Home Depot eCommerce Platform

Hover Functionality gives more information upfront by combining two images into one. This keeps consumers from scrolling of clicking for too long in order to get the information they are looking for. It also helps the customer envision how the product will fit into their lifestyle.

This gave the NewAir product an edge over other products in its category. And, ultimately, it leads to higher sales and conversions.

Capturing Audience Attention with Video

It is no surprise that video has become an important selling feature for brands across all industries. However, it is still seldom used within product pages.

Assets for Home Depot eCommerce Platform

To enforce the selling features of the product, Retail Band created a video of the NewAir product that combined copy, imagery, and film. The video created another touchpoint to sell to consumers, this time through a medium that brought the product to life in a whole new way. The consumer could see the product in action.

End Results and Key Takeaways

Once Retail Band was done with the relaunch, the product rose in search results. Thanks to top notch creative assets, the product saw an increase in sales and conversions.

The launch process for the NewAir product is one that can be applied to all future launches to increase sales on Home Depot.

For support and guidance on increasing sales on Home Depot and all other big-box retailers, reach out to the Retail Band team at

Magic Chef Dominated A New Product Category with Retail Band

Magic Chef is one of the most recognizable kitchenware companies in the United States, yet it still continues to look for new opportunities to grow its overall market share.

In 2018, Magic Chef approached Retail Band for help entering a new product category: Air Fryers. And it isn’t the only company developing a line for this kitchen item. Air Fryers are a trending product and new players are coming into the category at a competitive rate.

Despite its undeniably large brand presence, Magic Chef knew it would struggle to get its brand of Air Fryer in front of the eyes of online consumers.

To help Magic Chef stand out in the crowd, Retail Band applied its 10 Day Product Launch Plan. By the last day of the strategy, the Magic Chef Air Fryer ranked higher in the search results of major eCommerce platforms (Amazon, Wayfair, and Home Depot).

Create Stunning, Best In Class Content

Magic Chef Air Fryer eCommerce Platforms

Some products are hard to shoot. The shiny finish creates glare or the odd shape gives off an awkward appearance at every angle. Yet, a high-quality image increases a consumer’s likelihood of completing a purchase.

The Magic Chef Air Fryer proved to be one of those difficult-to-shoot products. The Retail Band creative team had to come up with unconventional ways of capturing it in order to create the best in class content needed for a successful product launch.

Retail Band created a variety of content and creative assets for Magic Chef to make sure the product was ready to take to market.

Write A Product Listing That Sells

In order to differentiate the Magic Chef Air Fryer from the rest of the competition, Retail Band had to create a bold product listing. How did the company do this? By writing benefit-driven copy that focused on the consumer rather than the product features.

Magic Chef Air Fryer eCommerce Platform Product Listing

A product listing only includes a couple of opportunities to sell a product with copy: the title, description, and feature bullets. Each piece holds a lot of weight, but the title is the number one way a consumer searches for and finds a product.

For the Magic Chef Air Fryer title, Retail Band made sure to use the right keywords to help increase the SEO optimization of the product. This raised the rank of the Air Fryer in search results.

Get Reviews Before The Launch Date

Product reviews are a key component of every product launch. Consumers are less likely to buy a product that has zero reviews.

To set the Magic Chef Air Fryer up for success, Retail Band aimed to get at least 25—legitimate and trustworthy— reviews written on the product before the launch date.

Magic Chef Air Fryer Product Reviews eCommerce Platforms

Ten days later and Retail Band was able to secure close to 100 reviews from product users.

Direct More Consumer To The Product

It isn’t enough to set up a product listing and then wait for sales to roll in. A big part of the Magic Chef Air Fryer product launch strategy was to direct more consumers to the listing itself.

To do that, Retail Band developed relationships with Influencers on YouTube and Instagram.

Magic Chef Air Fryer YouTube and Instagram Influencers

Influencers are redefining the marketing landscape. They are powerful partners when it comes to increasing brand awareness and growing your customer base.

The influencer relationships that Retail Band developed for Magic Chef created an established channel for the brand to interact with consumers as the Air Fryer launched.

Get Results In 10 Day

Magic Chef entered a product category currently going through its most competitive moment in time. Within months, the company saw an increase in sales and conversions on its new Air Fryer, as well as a huge organic boost on many of the top rCommerce sites.

Retail Band was able to take a household name and take it to a whole new level in a whole new product category.

For more information on Retail Band services, contact

For industry insights, visit to the Page 1 Podcast.

Frigidaire and the 10 Day Launch Strategy with Retail Band

How newly launched Frigidaire products ranked on page one of search results in only 10 days.

Frigidaire teamed up with Retail Band to launch four new products in time for the Summer season. The goals were lofty:

• Have all products at full sales velocity by the 10th day of launch, across all big-box retailers.
• Have all products ranked on page one of every rCommerce channel, including Amazon.

With summer only 10 days away, it was a tall order. But, ultimately, the challenge resulted in the “10 Day Launch Plan”: an approach for a successful product launch.

The 10 Day Launch Plan

To make these launch goals a reality, the Retail Band team had to focus on 3 main important assets: copy, images, and reviews. All of which are important pieces to help drive SEO within retailer sites. But the real strategy differentiator was the use of Influencer Marketing and Advertisements.

Let’s dig into each area in more detail.

Copy That Sells

High Ranked Product on Wayfair eCommerce Platform
Product titles and descriptions that have keywords in them rank higher in the search results

Copy—product titles and descriptions—is one of the main ways you sell a product online. When writing the copy for the Fridgidaire products, Retail Band used these tips to ensure products were set up for success on all retailer platforms:

  • Titles were spot on with retailer guidelines to make sure products were ranked by keywords.
  • Every major keyword was used in the title and description to make search SEO was optimized.
  • Copy focused on selling the product. Whether it was bullet points or the description, Retail Band made sure everything was clear, concise, and benefit-focused.

Photos That Tell A Story

Evaporative Cooler on Wayfair eCommerce Platform
Lifestyle photos boost the ROI of a product sold on an eCommerce platform like Wayfair

Retail Band knew it was important to invest in high-quality photos and video editors, as the visual content is the best ROI you can do for a product. A new product with poor images and content will result in a low conversion rate, which isn’t looked to favorably upon by most rCommerce search algorithms.

Reviews That Consumers Can Trust

reviews increase conversion rates on Wayfair
Customer reviews increase the conversion rate of a product

It’s a well-known fact that people don’t trust a product that has zero reviews, which makes getting them a critical component to any product launch.

To get trusted reviews, Retail Band utilized influencer marketing tactics to get a substantial number of reviews only a few days before the official launch of one of the products.

For Amazon, Retail Band utilized Amazon Vine to get 30 reviews written before the launch date of each product. Although the initial investment cost was a lot, it resulted in sales ramping up at a much faster pace than it would have otherwise. All the while, Retail Band made sure reviews abides by Amazon’s Terms of Service.

Influencer Marketing That Creates Conversions

YouTube Influencer Increases Wayfair Conversion Rate
YouTube Influencers help generate product reviews and increase the conversion rates of your products

To increase sales on newly launched Fridgidaire products, the company partnered with influencers on YouTube and Instagram. The idea was to garner as much buzz and attention on a product and to drive influencer audiences to product pages.

Vendor advertising programs, like Amazon Advertising, Criteo, and Wayfair Sponsored Products were also used to drive sales. Retail Band ran campaigns at a 100% ACOS for the first few days to win the top organic placement on all big box retail platforms. It was a short-term cost for a long term benefit: organic placement on page 1 of search results.

Results That Matter

What were the results from the 10 Day Launch Plan?

All four products on page one of every rCommerce channel in just 10 days.

Here are the results broken down by the retailer.


Frigidaire Evaporative Cooler Ranking on Amazon
Frigidaire Evaporative Coolers ranked #4 on Amazon after the 10-day product launch strategy

The new Frigidaire Evaporative coolers were on page one of search results within a week of launching. The high sales velocity beat out every other brand on the market and become Amazon’s Choice at the end of the 10 Day Launch period.

Home Depot

Frigidaire Amazon's Choice Swamp Cooler
The Frigidaire Humidifier became the Amazon’s Choice product out of all other competing companies in the swamp cooler category

On the Home Depot online site, Frigidaire made it to page one of all major keyword searches. The products ranked alongside other products with hundreds of more reviews than the new products.


2nd Ranked in Search Results On Wayfair eCommerce Platform
The 10-Day Launch Strategy and the Wayfair Sponsored Product Program turned the Frigidaire Evaporative Cooler into the 2nd ranking product in its category

The Wayfair advertising program, Wayfair Sponsored Products, allowed the Frigidaire products to dominate the search results. It got every single new product to page one within just a few days during the launch date.


Frigidaire is an example of how the 10 Day Launch Plan can replicate sales success across multiple different products.

If you would like help to develop your own 10 Day Launch Plan, send an email to and we can schedule a call to map out your goals.

For more industry insights, listen to the Page 1 Podcast. Retail Band CEO Luke Peters goes over actionable items proven to get you to page one of search results.

2 Reasons Why Wayfair Sponsored Products Is The Best Advertising Program For Your Business

Is your ROI decreasing and your Advertising Cost of Spending (ACOS) increasing on Sponsored Product Programs, like Google AdWords and Amazon Advertising?

While both company programs are still viable (and some would argue, necessary) for your business, there is one ad program on the rise that’s worth your investment: Wayfair Sponsored Products (WSP).

Below we talk about the pitfalls of Sponsored Product programs, why WSP is different from other online programs, how WSP will benefit your business and tips on how to create a successful WSP campaign.

Why Did Your ROI Decrease in AdWords and Amazon Advertising?

The start of the 20th century was a pivotal time for advertising. Google launched Google AdWords, which set an ad model precedent for all the Sponsored Product Programs you use today.

For a while, Google AdWords was the cheapest and most effective way to advertise online. Businesses could place low bids and still see high ROI, mainly because the service wasn’t over-saturated with businesses hungry to take advantage of the SEO possibilities the service had to offer.

But bid prices increased over time as more and more companies competed for top keywords—a process that’s ultimately lead to a higher ACOS for your business.

Amazon Marketing Services (AMS) was Amazon’s first attempt at offering an online ad service similar to AdWords. It’s since revamped and re-branded to make the program you use today: Amazon Advertising.

Despite being an early Sponsored Product Program adapter, Amazon is experiencing a similar fallen trajectory as Google. Keyword bidding on Amazon is fierce, especially with the added competition of international sellers on the site.

Amazon is still undoubtedly a key player in any business advertising strategy, but the ROI from Amazon Advertising is not as high as it once was.

Plus, consumers have caught on to sponsored posts. Online shoppers are hyper-aware of the obvious ad sections at the top of Google and Amazon search result pages.

What Makes Wayfair Sponsored Products (WSP) The Better ROI Option?

1. Sponsored products are organically integrated into search results

Organic listing of a Wayfair Sponsored Product
Sponsored products are organically listed in the search results of Wayfair’s eCommerce Platform

Rather than isolate two sponsored products (SP) at the top of search results, WSP integrates an SP into the 2nd search result listing. It then places an SP into every 6th listing after that (i.e. listing #8, #16, etc.). As we noted, consumers are relatively turned off by overt attempts at advertising. By integrating Sponsored Products into organic searchers, WSP is able to offer a better user experience for its customers.

2. The platform isn’t over-saturated with competing businesses

WSP is new to the digital advertising space. This is good for a couple of reasons: 1) Wayfair was able to learn from its competitors, modeling the tactics that worked and improving on the ones that didn’t; 2) Keywords aren’t completely overbid by masses of online vendors. For these reasons, WSP is able to level the playing field and offer cheaper starting bids.

How will WSP Benefit Your Business?

Increase ROAS with Wayfair Sponsored Product Advertising Platform
Increase your organic rank and ROAS with Wayfair Sponsored Products

The main advantage of using WSP is that it naturally increase your organic rank. More consumers are going to come into contact with your product pages, and thus, increase your likelihood of turning a profit in the long run.

WSP also gives your brand the following benefits:

  • Increases brand impressions.
  • Increases sales.
  • Increases conversion rate.

Helpful Tips

Once you decide to use WSP, you will need to figure out how to use the platform. It differs from the other sponsored product programs, so you will want to be mindful of the following tips when learning to use the service effectively:

  • Don’t always go for the highest bid because that does not guarantee you the top paid position.
  • Put all ad spend on a credit card and not on remittance.
  • Adjust your end dates on all your campaigns.
  • Put advertised products in CastleGate to increase your conversion rate.


The Wayfair Platform now offers vendors control of where and how a product shows up in search results. WSP is a new, simple, and low cost. It will take only a couple of months before you see your ranking shoot up in WSP.

But understanding the WSP program to boost your page ranking is only have the online vendor battle.

To ensure you are taking advantage of your true ROI potential, you also need the right strategies behind your product launches, relaunches, and upgrades.

For more information on how to increase sales on Wayfair, listen to Episode 5 of the Page One Podcast.

How a Consumer Product Company Can Survive China Trade Tariffs

A step-by-step guide to surviving the China Tariffs

This past May, the U.S. raised tariffs from 10% to 25% on $200 billion of Chinese goods and Chinese businesses aren’t the only ones feeling the pain. If you manufacture your products—or even just components of your products— in China, the new tariffs will hit you square in the bottom line.

Fortunately, there are ways you can spread around the costs to keep your margins healthy. This guide will show you a step-by-step process that will help you combat rising tariffs.

How Does a 25% Tariff Affect You?

The tariff is a cost you will pay before your retail partners buy the goods. If your margins look like our example, you could lose over 40% of your profits.

China Tariffs Retailer Profit Margin Savings
Margin costs before and after the 25% rise in China trade tariffs

The biggest mistake everyone makes is to try to push the whole price increase onto big-box retailers like Walmart and Home Depot.

Why shouldn’t your retail partners take on some of that burden? They have deep pockets and you’re the little guy, right?


Retailers will not accept the increase if your retail prices haven’t changed. Though it seems like a no-brainer, you simply will not be able to recoup the entire tariff by adjusting your wholesale prices alone. Instead, we recommend a three-pronged approach:

  1. Negotiate savings from your suppliers and factories
  2. Find additional savings from your supply chain and ocean shipping
  3. Push a small, fair increase across to retailers

Three Steps to Success

The following approach will help you solve your profit margin problems while keeping your retail partners happy. It’s a win for everyone, but you’ll need to keep several balls in the air to make it work for you. 

Strategy for China trade tariffs
3-step strategy for combating the China trade tariffs

Step One: Renegotiate Pricing with Your Factory

Did you know that China subsidizes its factories? The Chinese government typically helps factories by funding 3% of their sales. Use this knowledge as leverage to discuss a reduction in your manufacturing cost. Since tariffs are partially calculated based on Freight on Board, a newly negotiated price has the potential to decrease FOB by 5%, which will, in turn, reduce the total amount you pay in tariffs.

When negotiating with the factory, you should also revisit your currency exchange rates. If you’re paying suppliers in yuans (RMB) based on a rate negotiated a few years ago, you could be paying too much. Updating your exchange rate could save you another 5%.

Finally, consider lobbying for better terms from your factory. If you can raise the Net on your invoice from Net 30 to Net 60, or even to Net 90, you’ll be giving your business a better cushion for repayment. This tip is especially important because it gives you more financial wiggle room while you talk to your retail partners about the potential price changes on their end.

China Trade Tariff Factory Profit Margin Savings
Profit margin savings after newly negotiated factory costs

Step Two: Renegotiate Logistics Costs

With a 25% tariff hanging over your head, everything should be on the table when it comes to cutting costs. Don’t neglect to take advantage of some low-hanging fruit.

For starters, negotiate your ocean freight costs with your shippers. If they’re not willing to budge, it’s time to research new carriers who are willing to play ball and give you the pricing you need.

It’s also a good idea to investigate new packaging costs and designs. Can you get a better price on materials and production? Can you redesign packages to take up less space and lower your shipping costs that way? Reworking your logistics costs can save you another 3%.

China Trade Tariffs Retailer Factory and Logistics Profit Margin Savings
Profit margin savings after negotiating logistic costs

Step Three: Renegotiate With Your Retail Partners

Let’s pause for a moment to review the math. If you really worked the process in Step One and Step Two, you could save up to 15%. The harder you work the factory, the better off you’ll be, because paying lower FOB means being charged less in tariffs overall. For example, lowering your factory costs by 10% helps reduce your tariff amount by about 2.5%.

Now you will only need to pass about an 8% increase to your retail partners in order to cover tariffs. That’s going to be a lot easier to do—but it still requires some finesse.

To get big retailers like Lowe’s and Wayfair on board, you need to make sure to focus on customer profitability — that means raising retailer prices across the board.

Start by focusing on your major retailers. Go to them with your new plan. It will be way more attractive than what others are doing (namely, trying to push through a straight 25% markup). So, you’re already at an advantage when you’re presenting a markup closer to 8%.

Profit margin savings after negotiating logistic costs
New retailer profit margin after tariffs and negotiated manufacturing costs

Prepare for Pushback

Once you’ve gone through the 3-step process, you will have a better deal to provide to retailers, however, you still may experience pushback. Here’s what to expect:

  • Delays. A 60- to 90-day delay on a price increase is standard policy for most retailers.
  • Pressure. Retailers will want to raise the retail price for consumers before accepting an increase on their end.
  • Silence. Many retailers will ignore you to avoid changes to current costs.
  • Negotiation. Your initial proposal will get negotiated down by retailers.

How to Handle Retailer Obstacles

Obstacle: A 60- to 90-day delay until the price increase is active may be hard to swallow. Plus, retailers assume you have pre-tariff inventory to work with.

Solution: To protect yourself in the future, make sure to add a clause stating that if the tariffs are lifted, you also have 60 to 90 days before returning to the old price.

Obstacle: Raising retail prices for consumers can be tricky. Raising prices for one means you must do it for everyone. No one wants to go first.

Solution: Start with your strongest buyer relationship. If you can get an agreement with one of your big partners, you can use that as credibility to move everyone else forward. 

(Pro Tip: While you’re working on these negotiations, stop all promotions so retail prices naturally drift higher.)

Obstacle: It’s hard to have a super-strong relationship with every retailer, and the ones you aren’t tight with will likely just delete your emails.

Solution: Stay persistent! However, if you don’t hear back, your only option might be to pull inventory EDI feeds. This will zero out their inventory levels and force them to react. Once you have their attention, then you can follow the process above for handling pricing pressure.

Obstacle: It’s important to be a strong partner, so make sure your price increase happens at the SKU level.

Solution: Take the time to look at individual SKU margins and make a fair price increase based on what your retail partner can accept and what the market can bear. The more thought into each price increase, the better your odds of getting them approved. Your buyers will appreciate your partnership.

The Bottom Line on Tariff Price Increases

The last thing you want to do is react to the China Tariffs without a detailed plan of attack. Trying to push a 25% increase onto your retail partners is a recipe for disaster. The main thing to note is that everyone will be feeling the effects of the tariff: the supply chain, retailers, and end consumers.

The three-pronged approach works because we’ve done it. These three steps take time, but it’s a tried-and-true way to get your price increase accepted so you can move forward and profit.

Want more help building your brand’s success story? Listen to our Podcast for more advice from industry experts and for more insights on how to get your brand where you want to go. 

5 Steps to Increasing Sales on Home Depot

Since 1978, Home Depot has established itself as the largest home improvement chain in the world. It’s an empire that adapted to the rise of online shopping by building a robust eCommerce site for vendors to sell their products to consumers via an online marketplace.

We commend Home Depot for changing with the times, however, its digital selling space has brought on a whole new set of growing pains for businesses.

If you’re a vendor selling through the Home Depot online portals—Item Data Management and Home Depot Link—you may be experiencing the following two problems: understanding the digital platforms and getting your products in front of the eyes of your consumers.

You will have a hard time generating more sales for your business if you do not address these two issues.

In fact, the vast majority of Home Depot sales happen on page one of its website—just like Amazon. A product that appears on page one of search results will win about 94% of the sales in its product category. If your product is stuck on page two of the search results, then only 6% of shoppers are clicking on it.

How do you work with the Home Depot portals to get your product on page one of consumer search results? Follow these 5 steps to increase your ranking, and thus your sales, on Home Depot.

Step One: Great Product Title

A product title does more than label the item your selling. It is the number one way consumers find your product on Home Depot.

To help your consumers locate your product online you must make the product title searchable. A searchable product title is one that uses relatable terms and keywords to help define what your product is.

Say you are selling a beer fridge. Two relatable words you could use in your product title are “freestanding” and “beverage cooler”— this way, if a consumer searches any of these terms, your product is more likely to show up in his or her search results.

Product Title Home Depot eCommerce Platform
A good product title for Home Depot’s eCommerce platform includes keywords

The title also needs to be readable by the average consumer. Anyone interested in purchasing your product must be able to get a sense of what it is in a concise and easy-to-read fashion.

Keep in mind: Home Depot has vendor setup guidelines. Make sure to follow their best practices to make sure your product titles abide by their rules.

Step Two: Great Images

Photos are key in helping a consumer make a purchasing decision online. Buyers rely on images to give them more information about a product, namely its size and style.

Hero shots aren’t enough to give consumers a sense of what it is they are about to buy. Use lifestyle images to help consumers visualize the product in their homes and determine if it will fit in with the rest of their decor.

Keep in mind: The number one reason consumers return a product is because it didn’t turn out to be the size they thought it was. Include images that scale the product next to a common household item.

Step Three: Hover Functionality

One of the best things you can do to keep consumers engaged with your products is hover functionality: an interactive feature that combines content from more than one image.

If it takes your consumers too long to find the information they’re looking for they will turn to another product or company to get the answers they need about a product.

Hover Functionality Increases Conversion Rates
Hover functionality helps your product stand out and increases its conversion rate

Hover functionality is more or less a one-stop-shop of product information for consumers. It gives them more answers upfront so they don’t have to scroll or click through multiple pages to get the information they need to make an informed buying decision.

Keep in mind: Your product will stand out because of the hover function. It will also increase click-through rates and conversions, thus increasing your sales.

Step Four: Inline Content

Consumers don’t want to feel overwhelmed with content when they click on your product pages. They also don’t want to go on a scavenger hunt to find all the bits of information they need to make a purchasing decision.

Inline content is considered a chart, graph, infographic or any creative element that highlights a benefit about your product in an eye-catching way.

Inline Content for Home Depot eCommerce Site
Inline content increases sales by 3-10%

Home Depot—like Amazon A+ Pages and Enhanced Brand Content—makes it possible to add inline content to product pages. Many studies show that inline content increases sales by a minimum of 3% and as much as 10% in some cases.

Keep in mind: Inline content is only viewable on Desktop, so make sure to still include other images for the consumers who shop on their mobile devices.

Step Five: Salient Bullet Points

The first copy a consumer sees on a product page is the content block next to the images. This makes it the first (and potentially the last) chance you get to sell the consumer on your product.

Often sellers mistreat the way they use this content block. They will simply churn out a bunch of facts that make no attempt to “sell” the consumer on the benefits of the product.

A good approach here is to use bullet points to highlight the main reasons why a consumer should buy your product. Give them the top-selling features in short bullets so they don’t have to scroll for longer than 8 seconds to figure out why they should choose your brand over your competitors.

Boost SEO on Home Depot with Product Descriptions
Bullet points with keywords in them boost the SEO value of your product page

Try to keep each bullet to a single sentence. Don’t write paragraphs here. You don’t want to waste the consumer’s time with fluffy answers or confusing words.

Keep in mind: Short and simple bullet points that use searchable words will make your product easier to find in the results page of Home Depot.


The right copy, images, and functionalities make a huge difference in moving products to the top of search results and in front of the eyes of consumers. You want to make sure you have all the assets you need to build a user-friendly product page that will make it to page one of the search results.

Also, be sure to adapt your assets to meet the guidelines of each seller site. Home Depot, Lowe’s, Amazon, and other big-box retailers all have their own vendor setup requirements and you could lose sales simply because your product pages are not optimized for their systems.

Did you find this article useful? Leave us a comment or listen to episode two of The Page 1 Podcast for more information on how to increase sales on Home Depot.