Success Stories: Coxreels

Overview - Coxreels 

With over 90 years of experience, Coxreels manufactures heavy-duty professional-grade hose reels and cord reels. Coxreels is the industry leader but had poor representation on Amazon due to having unoptimized listings, limited variations, and price erosion. Tight margins and issues with purchasing caused challenges when working with Amazon Vendor (1P). When they partnered with Global Ecom Partners in 2020, the GEP teams began to create a plan to help Coxreels reach their goals and work on the issues they faced. 

Strategy and Goals

The first step we took to increase Coxreels’ Amazon presence was taking over their Amazon business and adding as many of their SKUs to our catalog as possible. Then, our teams began the variation process and worked on optimizing the listings. Coxreels has many product variants on each listing and we worked to get everything twisted to help add visibility to ancillary products. GEP began layering in its marketing once optimizations were completed and have been very efficient in this regard.

With the previous issues that Coxreels encountered when working with Amazon Vendor in mind, GEP focused on improving Coxreels’ margins while growing overall revenue and wholesale purchasing figures. 

We also implemented policies that allow us to handle returns effectively due to the return rate being high given the size of the products. Selling products used-like new and open-box through various channels has helped us avoid needing to return products to the Coxreels team.

One of the biggest challenges that we had to overcome was purchasing for Coxreels. These products are made to order, have extended lead times, and are incredibly oversized. This was one of the issues that Coxreels dealt with in the past when working with Amazon Vendor, so we had to create a strategy that included forecasting and added communication with their team which has allowed us to make huge strides in this department. 

FBM Seller Tracking is something we are currently working on. Together, we are working with the Coxreels team to address FBM (3P seller) issues and helping their team cut off sellers who do not add value to the business. The result of this will eventually be added buy box control for GEP which will allow us to continue to expand on our marketing efforts. 

The Final Results

Coxreels has never been more comfortable with how their Amazon business is being managed than they are since the partnership began with GEP. We have met and exceeded the goals of their team including revenue growth. From 2020 to 2023 we have seen a 150% increase in retail revenue across the Coxreels catalog. 

In addition to the revenue growth, GEP has helped Coxreels create a stronger presence on Amazon. 117-3-250 ranked #9 in the Air Tool Hose Reels Category despite being priced significantly higher than competitors. We also ranked top 10 organically for “pressure washer hose reel 100 ft” and “power washer hose reel”, which had us rank for two key search terms in this space.