How a Utah-based sporting goods supplier effectively navigated the uncertainty and challenges of the 2022 eCommerce market.
OVERVIEW
Level Nine Sports is committed to providing quality goods and top-notch customer service at the lowest prices anywhere. With the most knowledgeable team of avid skiers, snowboarders, and bikers, they are confident that L9 Sports is the absolute best place to outfit your family with high-quality ski, snowboard, and bike equipment.
In the face of a looming recession and extreme market uncertainty, Level Nine maintained revenue with a 6.6 MER in 2022.
| Channels | Google Advertising, Microsoft Advertising, Amazon Advertising, Facebook, The Trade Desk |
| Vertical | Outdoor Sports Goods |
| HQ | Utah, USA |
| Website | levelninesports.com |
THE FINCH SOLUTION
Finch merged business-level data and marketing data to create a more accurate picture - across both MER and Net CPV.
The plan involved a deep dive into L9's business-level profitability:The name of the game in 2022 was looking at the business itself to determine what the marketing strategy should be. We aligned our marketing with the unique needs and constraints of the individual client.
- Rebuilt the L9 product feed, including hundreds of thousands of SKUs
- Surfaced the most profitable in-stock SKUs to focus spend
- Calibrated media spend based on Net CPV to pace with actual sales
Finch and Level Nine managed to maintain YoY sales from 2021 to 2022 despite tougher economic market circumstances. By understanding the key business-level metrics, we were able to determine how aggressive we could get. MER was higher in 2021 than 2022 (7.6 vs. 6.6), but because we were tracking it, we knew how much of it could be sacrificed in order to maximize sales in the new environment of 2022.
Maintained stable YoY sales in a year of recession fears
Achieved 6.6 MER while pacing spend with sales
Tied business growth to marketing spend
