Catalogue Rationalisation & Margin
Cutting the Catalogue by a Third and Growing Profit 58%
The Challenge
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Four hundred ASINs, and the long tail was eating the winners’ oxygen.
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Nobody had run contribution margin per ASIN, so the losses were invisible.
Color More Lines Impact
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Optimized listings
Contribution margin modelled ASIN by ASIN.
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Surpassed projections
The tail retired rather than defended.
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Improved efficiency
58% profit growth on a third fewer listings.
58%
profit growth
on a third fewer listings
Why It Matters
Four hundred ASINs and no view of which ones paid. We modelled contribution margin line by line, retired the tail instead of defending it, and grew profit 58% on a smaller catalogue.
