Case Study: Leading Australia & New Zealand outdoor brand achieves 250% sales lift and Tmall turnaround with Pattern

Leading Outdoor Brand Company - Customer Case Study

Leading Outdoor Brand Company, a leading outdoor retailer in Australia & New Zealand, opened a Tmall Global store that by September 2018 was at risk of closure due to low sales and a poor seller rating. The brand also had no standard way to benchmark or assess its Chinese marketplace trading partner, so it engaged Pattern to audit the Tmall operation and advise on best-practice improvements.

Pattern’s Greater China ecommerce team used its Tmall scorecard to identify quick wins, then took over as the brand’s Tmall trading partner to execute an operational turnaround and manage search and display marketing. Within one month under Pattern’s control sales rose 250%, November sales were up 188% year‑on‑year, display ad CTR increased by more than 50%, the seller rating improved, and Alibaba invited the brand to extend its store contract.