Matthews Cotswold Flour

Matthews Cotswold Flour is a renowned, family-run mill with a rich heritage, known for producing a wide range of high-quality flours for baking and culinary use. Sourcing premium grains, they combine traditional milling methods with modern expertise to deliver exceptional products to both professional bakers and home cooks.

Matthews Cotswold Flour aimed to enhance their presence and sales performance on Amazon. While they had previously engaged with Amazon via a Vendor account, they sought a more flexible and efficient supply model. Their goal was to transition to supplying Amazon through a third-party seller account, which required a complete re-evaluation of their existing listings, the creation of a compelling Amazon Store, and strategic advertising management to ensure optimal visibility and sales under this new approach. Furthermore, they recognised the opportunity to expand their digital reach beyond Amazon.As their market presence expanded and demand grew, their digital platforms needed to evolve further. The opportunity arose to enhance their existing website's performance and optimise their sales trajectory. They aimed to achieve greater site stability, particularly during peak traffic, and refine the shopper journey to ensure a seamless experience, moving from a wide array of product options to a more streamlined and faster browsing experience.

AOS partnered with Matthews Cotswold Flour to execute a comprehensive Amazon Seller strategy, which then expanded to include broader digital advertising initiatives. We focused on building a robust and effective presence, ensuring their products reached a wider audience with maximum impact:

• Strategic Amazon Account Setup: We helped them transition and fully establish their Amazon Seller account, laying the groundwork for direct-to-customer fulfilment via a third-party packer.

• Listing Optimisation: We meticulously built and optimised their product listings, ensuring they were not only accurate but also highly discoverable and persuasive, leveraging best practices for search and conversion.

• Expanded Product Offering: A key part of our strategy involved collaborating with their third-party packer to introduce new listings. This allowed customers the flexibility to purchase their range both by the case and, for the first time, by the single unit – a feature made possible by the new direct supply model.

• Amazon & Off-Amazon Advertising Management: We developed and managed their PPC (Pay-Per-Click) advertising campaigns specifically for Amazon, crafting strategies aimed at gaining strong organic rankings that would hold even once ad spend was dialled back. Crucially, our partnership expanded to include managing their off-Amazon paid advertising, specifically running their Google Ads and Meta (Facebook & Instagram) ad campaigns to drive broader awareness and traffic.

• A+ Content & Store Building: We designed and implemented engaging A+ Content for their listings, telling their brand story and highlighting product benefits. We also built their Amazon Store, creating a visually appealing brand destination that served as a hub for their full product range.

Consistent Sales, Enhanced Brand Perception, and Wider Reach

Our strategic initiatives yielded significant positive outcomes for Matthews Cotswold Flour:

• Strong Sales Performance: Good sales were gained across the board, demonstrating the effectiveness of the new Amazon Seller strategy and the broader digital campaigns.

• Amazon's Choice Status: Several products achieved coveted "Amazon's Choice" status, highlighting their strong performance and customer preference.

• Strategic Ranking: Our PPC strategy successfully built strong organic rankings for key products, proving efficient ad spend could lead to sustained visibility.

• Expanded Customer Offering: The introduction of single-unit product listings significantly expanded the product offering for customers, providing greater flexibility and value.

• Improved Brand Perception & Engagement: Utilising A+ Content effectively for recipes featuring their flour, combined with seasonal updates to their Amazon Store page, greatly improved brand perception and provided enhanced value to customers, fostering deeper engagement.