IFFCO Urban Gardens
IFFCO Urban Gardens partnered with ThinkWhy to overcome Amazon sales challenges, building a scalable marketplace engine through retail media buying, listing optimization, and SKU-level profitability analysis—boosting revenue and ROI across categories.
Industry
Urban Gardenening
Founded
2019
Key Markets
India
Headquarters
India
Growth Stage
Enterprise
Website
www.iffcourbangardens.com
Challenges
We made result-focused
strategies for business.
We knew what exactly it needed to do. As we work to increase our visibility on Amazon, we aim to share this vision with a broader audience, allowing more customers to experience the unique and quality products that IFFCO offers.
Heavy reliance on paid ad sales
Declining organic sales
Lower sales in the highest selling category
Higher demand for lower margin products
Solutions
Micro-Level SKU Profitability Management
Complete ad account restructuring allowed tracking at a SKU level—leading to better decision-making and focus on profit-generating products. Created new profitability sheets tracking product-level margins and performance, enabling portfolio-wide micro-level optimizations on an ongoing basis.
Launching the Brand on Vendor Central for Sales Growth
We successfully transitioned IFFCO Urban Gardens to Amazon Vendor Central, allowing them to sell directly to Amazon rather than through third-party listings. This move provided better visibility, increased trust among customers, and unlocked access to Amazon’s marketing and promotional tools, ultimately leading to significant sales growth. It also helped the ads to perform better.
SKU-Wise Micro Analysis and Portfolio Structuring
Created product-wise portfolios in Amazon Ad Console, allowing us to monitor and optimize SKU-wise profitability. This helped focus spends on the most profitable and scalable products.
In-Depth Repeat Purchase Behavior Analysis
Analyzed monthly repeat purchase trends to identify high-repeat products. We prioritized advertising for these SKUs to boost LTV (lifetime value) and sustainable growth.
Sponsored Display and Retargeting Campaigns
Launched Sponsored Display retargeting to re-engage shoppers based on views and purchases, significantly improving ROAS during scaling phases.
Sustainable Scaling Without Margin Loss
While aggressively scaling, we kept tight control on ACOS across campaigns, maintaining it consistently under 30% to ensure every new sale contributed positively to the bottom line.
Maintained a sub-30% ACOS consistently even while expanding sales aggressively during festive periods.
Profitability-First Advertising Prioritization
Rather than pushing all products equally, we prioritized advertising budgets towards high-margin, high-repeat, and high-conversion SKUs — ensuring maximum profitability.
Long-Term Scalability
The phased restructuring of campaigns ensured a smooth transition while future-proofing the account structure for ongoing scale.
Increased LTV
By analyzing repeat purchase behaviors, we prioritized products with higher reorders, resulting in stronger LTV and customer stickiness.
Structured Portfolios
Complete ad account restructuring allowed tracking at a SKU level—leading to better decision-making and focus on profit-generating products.
Festive Season-Specific Promotions and Deals
Launched targeted campaigns with promotional offers during Christmas and New Year to boost seasonal sales, while avoiding internal cannibalization of existing campaigns.
Results
IFFCO Urban Garden
With a strong focus on profitability, customer retention, and micro-level execution, we helped IFFCO Urban Gardens scale on Amazon without losing margin control.
By combining intelligent ad architecture, deep analytics, and seasonal strategy, we proved that real growth comes not just from scaling sales—but scaling smartly.
2.5X
Overall Revenue Growth
30%
Maintained ACOS Despite Aggressive Scaling
15%
Increase in Repeat Purchase