A Yarn about Success
Like all successful businesses, Laughing Hens was established to fill a gap – in this case, the easy availability of high-quality natural fibre yarns for knitting and crochet.
Today, the company is a fast-growing retailer of nature fibre yarns, tools and patterns. It’s also fostered a strong customer community through books, clubs, great communications and rewards.
However, it had found that its eBay store wasn’t performing as well as those it had established on other marketplaces. Realising it needed expert help to better understand and address the issue, the company recruited TymeOnline.
Key challenges included relatively low item sell-prices and tight margins, and typically small basket sizes. So, TymeOnline’s work began with extensive research – including into competitive activity and pricing, and into potential new products to add to their catalogue to both widen their appeal and increase the average sale.
We then undertook a deep-dive analysis of the findings, which informed a fresh strategy designed to optimise their eBay presence.
This began with a full overhaul of their product listings. We then made full use of eBay’s suite of promotional tools such as adverts to increase search exposure and improve ranking.
Working closely with TymeOnline, Laughing Hens has seen its eBay average order quantities grow by 25%.
The company’s Peter Okell said:
‘We were impressed with the effort TymeOnline made to understand our business values such as customer care and product quality, and pivot away from strategies that serve sellers with volume products or higher margins to carve out a specific approach that clearly works for us.’
Services provided to Laughing Hens by TymeOnline include:
- Creative Templates
- Product Listings
- Market Research
- Competitor Analysis
- Marketplace Development
- Ongoing Management
- Reporting / analytics
- Management of promotional / marketing activity