Zellie's

The Challenges

• · 3P seller buy box erosion — unauthorized sellers undercutting on key SKUs, pushing buy box ownership below 77% on high-traffic peppermint and spearmint listings
• · Fragmented catalog — legacy 250ct and 100ct products coexisting with newer 540ct and 240ct lines, splitting traffic and creating buyer confusion
• · Underperforming listings — CVRs as low as 12–13% on high-session SKUs, indicating listing content failing to convert category-aware shoppers
• · No volume strategy on the larger count SKUs — the 540ct products had the best value proposition but weren't being prioritized in ad spend or search placement

What RMC Did

• Buy box win rate defense strategy — repricing, inventory control, and seller compliance to recover and maintain 98% ownership across the portfolio
• Catalog restructuring — prioritized the high-count 540ct and 240ct products as primary catalog drivers, improving value perception and average order revenue
• Listing optimization across all 12 SKUs — SEO-driven titles, benefit-led bullet points, and xylitol/dental health keyword indexing to capture high-intent oral care traffic
• Targeted PPC campaigns — Sponsored Products and Sponsored Brands focused on xylitol, sugar-free gum, and dental health categories with competitor conquesting
• Inventory planning and restocking coordination — ensuring consistent availability to prevent revenue gaps and protect buy box position during high-demand periods