The problem:
Sales events are important periods for Lavazza, a prominent manufacturer of coffee products. But historically, it was difficult to see how its sales, detail page visits, and inventory levels shift by the hour.
Lavazza could access ad-attributed data through Amazon Marketing Stream, but it had no window into organic sales during those busy sales events like Prime Day or Turkey 5, when every hour counts.
The solution:
Intentwise automatically brought the Rapid Retail Analytics API into Lavazza’s dashboard on our platform, allowing the brand to track Ordered Revenue and Ordered Units on an hourly basis. This gave it a powerful view of the organic side of the business.
Knowing what’s selling in real time, Jessica Maldonado, the E-commerce and Digital Performance Manager at Lavazza, said, “that's one of the key points that let us act quickly.”
Our powerful software allowed Lavazza to instantly slice and dice this data by ASIN and other filters, and then execute new rules or bid adjustments in seconds, without leaving our platform.
During Fall Prime Day, this led the team to discover a pattern: Organic sales were spiking during a few hours every morning.
Lavazza decided that this organic sales spike was a signal it could harness. Just during these peak hours on Fall Prime Day, Lavazza decided to increase its ad spend by 85%.
The result was that its ad dollars went much further: Ad revenue surged by 136%, and ROAS jumped by 28%. Plus, Lavazza drove a bunch of new customers, too. NTB orders grew by 104% compared to the previous Fall Prime Day.
“When the biggest traffic is on Amazon, we know it’s going to get highly competitive, and we need to up our game as well,” Maldonado said. “Intentwise helps us be present and make sure that our Lavazza brand is up there in first place.”
