Introduction to Airofit

Airofit is an innovative respiratory training system that combines resistance training for the respiratory muscles with a customized mobile app that provides feedback and tracks progress.

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It adapts individually to the user based on personal data and improves lung capacity, breathing strength and supports relaxation and mindfulness.

Airofit is globally recognized and sold in 56 countries, and sells primarily through its webshop, Amazon and partnerships.

Airofit embarked on an ambitious journey to increase their revenue and market share in the US, including Amazon becoming a primary revenue branch and after 365 days, Amazon US ended up accounting for 60% of the total revenue from the US.

Still focusing on being profitable throughout the journey.

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Challenge

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In a relatively blue ocean market for respiratory trainers, Airofit faced the challenge of creating demand and establishing a solid market presence. Thus, the challenge was to remain profitable while the organic ranking of the products rose higher in order to achieve even higher turnover.

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Data-driven Analysis

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Using data from campaigns and business reports, Airofit's Amazon performance was analyzed and revealed:

• A ROAS of 10x on the advertising showed a great profitability while it supported the organic growth with an 8-digit revenue for the entire period in the first 365 days.

• Airofit's product views achieved a reach of +18,500,000 views.

• The Prime-day and Black Friday initiatives divided between both organic and paid advertising resulted in spikes of over 45% of the average monthly revenue.

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Strategy and execution

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To conquer the American market, Airofit launched a multifaceted Amazon strategy:

• Listings were fully optimized in Amazon's back-end with SEO-optimized product descriptions, search terms, product information based on e.g. thorough keyword research and competitor analysis.

• Listings were continuously optimized with high-quality images and videos after A/B testing of best performance approaches.

• Strategic coordination of inventory and shipping to Amazon through the FBA solution was implemented, which ensured that the warehouse at Amazon had an optimized run-rate of approx. 75 days with increased forecast inventory during major sales periods.

• To ensure high visibility, Airofit used dynamic bidding strategies on Amazon, targeting relevant keywords and categories by slowly building Always Running campaigns to ensure growth while seeking new converting keywords to create additional demand.

• Implementation of the Amazon shop to optimize both upselling across listings and made new product launches more successful, thus expanding the reach and thus strengthening Airofit's presence across different categories.
• Continuous optimizations through A/B testing, price adjustments and improvement of PPC campaigns to stay competitive and drive further growth.

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Results and the effect

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Airofit's strategic Amazon approach led to:

• Amazon US became the driving force behind 60% of Airofit's total revenue in the US.
• Despite the aggressive lean scaling strategy, Airofit maintained profitability and demonstrated effective cost management.

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Conclusion

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Airofit's success case on Amazon US underlines the effect of strategic e-commerce planning and digital marketing for Scandinavian brands for further growth globally. Access to Amazon, supported by several different software for continuous research and optimization as well as a customer-centric experience, enabled Airofit to secure significant market shares and continued growth.

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#Design of Amazon Store

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