Presentation

SMSP is a pure B2B player with 20 years’ experience in the medical sector, specialising in the online sale of first aid equipment. SMSP has a catalogue of 2500 products from 50 major brands, offering the best quality at the best price.

Challenges

• Emerging in the face of aggressive competition
• Improving the profitability of campaigns
• Integrating quotes into acquisition management

Solution

We proposed a five-step strategy to SMSP:

• Scoring sales potential Using the SteerFox platform to assess the sales potential of each product based on business objectives, level of demand and competitive prices. The objective is to prioritise marketing efforts.
• Exploitation of top products Development of advertising campaigns dedicated to bestsellers, products with the best conversions and best profitability. This includes highlighting high-performing products to maximise results.
• Management of the impact of flop products Establishment of spending and profitability rules for underperforming products. Re-investigation of these products through AB tests to identify growth opportunities.
• Development of operating products Creation of dedicated campaigns by universe, according to the potential of each category in the catalogue. This strategy aims to respond to unique purchasing behaviours without cannibalising other campaigns.
• Structuring of specific categories Organisation and structuring of product categories to optimise the visibility and performance of each segment of the catalogue.

Performance achieved

Thanks to these interventions, SMSP has recorded remarkable performances.

For 2023, SMSP plans to aggregate offline conversions in Google Ads for better monitoring of actual performance. The launch of campaigns on SteerFox’s CSS is also planned to give products more visibility.

Finally, SMSP plans to open acquisition and launch campaigns on Meta Ads to diversify acquisition channels even further.