How Channel Bakers created a successful online retail experience for Jason Markk
Channel Bakers won Best Response to Change at The Drum Awards for Digital Industries 2022 for its Jason Markk 'Cleaning Up On Amazon' campaign. Here, we’ve outlined how this campaign was brought to fruition.
Credit: Jason Markk
Faced with the sudden closure of retail locations across California during the early days of the pandemic, shoe care brand Jason Markk was in need of a new channel for driving sales and customer engagement. The brand turned its sights to Amazon, hoping to create an online experience that would digitally recreate the aesthetic and experience that had long drawn customers to its brick-and-mortar locations.
The brief
E-commerce agency Channel Bakers were charged with the task of developing an engaging, dynamic and educational online retail experience for Jason Markk using Amazon’s platform. That experience would need to match, and hopefully exceed, the revenue being generated by the brand’s physical retail locations prior to the pandemic closures. It was a tall order.
The idea
Channel Bakers adopted a three-pronged approach to the problem: they would comprehensively organize Jason Markk’s product inventory and registrations (this included weeding out unauthorized retailers), create an online retail experience that would be both educational and entertaining and use that experience to engage with customers and drive product sales.
The results
The agency managed to create an online Jason Markk retail experience within the Amazon ecosystem which emphasizes the brand’s story, the fostering of community, and the education of the customer (among other priorities).
As a result, Jason Markk vastly exceeded its 2021 sales goal. It has managed to steadily remain the top-ranked brand in Amazon’s “Shoe care kits” and “Shoe brushes” categories.
This campaign won at The Drum Awards for the Digital Industries 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.
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