Case Study
Taffy Town, Inc. began its journey as the Glade Candy Company, founded by James Glade in Utah. Originally, the company offered a wide range of confections, from salt water taffy and hard candies to chocolates, establishing itself as a full-line candy manufacturer.
In the 1990s, David Glade, James' grandson, decided to take the company in a new direction. He rebranded the company as "Taffy Town, Inc." and committed to focusing exclusively on perfecting taffy. This decision marked a pivotal moment in the company’s history, leading to the development of a unique process that has become the hallmark of Taffy Town.
Today, Taffy Town continues to uphold its legacy of candy-making excellence, with a dedication to creating the finest taffy, all rooted in the rich heritage of the Glade family.
Challenges
3P resellers were damaging the brand: by selling on the brand product detail page at eroded pricing by shipping questionable product, untimely or not shipping at all Advertising Campaigns were underperforming resulting in low ROAS fluctuating between 2-3x. Risk of Stockout Issues due to long lead times
Solution
Brand and IP Protection: Removal of 3P sellers with legal foundation implementation Design: Revamped listings with beautiful content for brand consistency across channels while boosting Amazon conversion rates. Advertising: Spend was maximized by focusing efforts on high-converting targets Launched top-of-the-funnel campaigns to boost brand visibility
Strategic bid and budget adjustments were implemented to optimize campaign performance. Inventory Management: Implemented forecasting strategies to maintain stock levels of top-selling products. Increased Visibility: Consistently created engaging Amazon posts Well planned promotions.
Results
