Looking to grow
Mountain Warehouse
How marketplace diversification helped the UK’s largest specialist outdoor retailer to boost conversion and grow sales in the UK and abroad.
Challenge
Reliance on Amazon
Mountain Warehouse sells outdoor equipment in over 330 stores worldwide, but its online marketplace activity was very weighted towards Amazon, with sales under-performing on eBay and other sites. When Tesco marketplace closed, Mountain Warehouse decided to grow sales on new platforms, but they needed support setting up and managing new marketplaces alongside growing the eBay business.
Emanaged’s expertise has been instrumental in helping us accelerate growth on new and existing marketplaces.
Steven Wait, Head of Marketplace, Mountain Warehouse
Approach
Diversification
Emanaged created and implemented a tailored launch plan on new and existing channels, such as eBay and Catch.au. Having reconfigured their listing management system and improved their operational processes, Emanaged also advised on eBay promotions, improved branded content and optimised listings.
10%
Sales mix of new marketplaces within six months
25%
YoY increase in conversion rates
276%
International sales growth
Outcome
Greater exposure and sales
Diversifying Mountain Warehouse’s marketplace mix enhanced awareness of their brand and products. In just six months, new marketplaces accounted for 10% of channel sales, while over the year, average channel growth rose 90%. What’s more, the new approach led to a 25% YoY increase in conversion rates and a 27% YoY increase in non-UK sales.
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