How GOJA Mastered Amazon’s Marketplace with Anvyl’s Supply Chain Solutions
About GOJA:
Founded in 2009, GOJA recognized the potential for online marketplaces and began building the infrastructure for the CPG (consumer packaged goods) company of the future. Today, they are one of the largest Amazon sellers in the world. After honing their expertise in launching and growing Amazon-based brands, they accelerated their growth by aggregating several brands in 2019. This approach involves acquiring e-commerce brands and consolidating them under a single umbrella where GOJA harnesses its operational expertise to optimize brands at the ASIN level.
Navigating a Complex Supply Chain:
Rodrigo Gonzalez, Director of Marketing and Brand Strategy, explains, “We’ve been focusing on acquiring ASINs that fit into what we are great at instead of leaping into different areas that might cause unnecessary strain.”
While this philosophy has driven tremendous growth for GOJA, its portfolio expansion, especially during the COVID disruptions, led to supply chain management challenges. With a burgeoning array of brands under their belt, the team was looking for a scalable way to manage multiple vendors and supply chains from a central platform.
After two years of growth and brand acquisition, GOJA reached a juncture where the need for more efficient management became apparent. The expanding portfolio posed logistical challenges, prompting the need for a centralized solution. One factor underscored the urgency of the situation: 85% of its purchase orders necessitated at least one revision. This statistic illuminated the pressing opportunity for a streamlined approach to order management.
Additionally, managing documentation across various teams during quality control or for internal audits was increasingly complex.
Unlocking Efficiency With Anvyl
In 2021, GOJA seamlessly integrated Anvyl as their centralized order management platform, immediately enhancing visibility across their product lines and order timelines. Anvyl’s introduction made an immediate impact on pivotal areas of focus for GOJA, specifically within inventory optimization and the nurturing of supplier relationships.
Within the Anvyl platform, communication and collaboration with suppliers significantly improved, thanks to its feature that auto-flags unresponsive suppliers. This remarkable enhancement reduced their supplier timeout rate from 52% to a remarkable 21%.
Utilizing data from Anvyl from 2021 and 2022, the GOJA team was able to streamline its procurement process significantly. “Where we were previously coordinating with up to six suppliers for a single item, with Anvyl, we now operate on a one-item-one-supplier basis. This approach drastically simplifies and improves operations across our portfolio of brands,” noted Angel Gutierrez.
With GOJA’s distinctive product development approach treating each order as a potential product optimization, they demanded heightened flexibility and traceability. This approach included centralizing important documents uploaded within Anvyl. This includes tech packs, which contain all the technical specifications and product details and are essential for GOJA to communicate with their suppliers. Since implementing Anvyl, the team has uploaded nearly 15,000 documents spanning approximately 4,000 orders, providing a centralized platform to store and locate information critical to the business.
“Anvyl has proven indispensable in fostering collaboration across our supply chain, merchandising, and marketing teams, elevating our demand forecasting capabilities and propelling us closer to achieving optimal inventory levels across all our brands.”
Rodrigo Gonzalez succinctly encapsulated their approach, noting, “In the ever-evolving world of Amazon, where stagnation is not an option, each purchase order represents a golden opportunity to innovate and expand our audience.” Anvyl’s tailored workflows empowered GOJA to meticulously manage every order, transforming each purchase order into a successful product optimization.
Results:
Since implementing Anvyl, GOJA has witnessed remarkable progress in its supply chain management:
- Enhanced Supplier Responsiveness: GOJA’s supplier responsiveness has seen a substantial boost, improving by an impressive 75%. The average response time of 4 days has been drastically reduced to just 1 day. This swift turnaround time has streamlined their operations and solidified their reputation as a reliable partner in the marketplace.
- Improved Data Tracking and On-Time Order Delivery Surge: One of the most notable achievements has been GOJA’s outstanding 27% increase in on-time order delivery. With Anvyl’s help, GOJA phased out manually updated spreadsheets to track accurate arrival dates and reduced the back-and-forth of email correspondence with suppliers. This performance metric has soared from 36% to an impressive 63%, reflecting a remarkable transformation from Q4 2021 to Q4 2023. This significant improvement has increased the accuracy of arrival dates for merchandise at their final destination, resulting in higher customer satisfaction, increased trust, and strengthened brand loyalty.
GOJA’s Next Frontier in Global Growth
GOJA’s journey with Anvyl highlights the transformative impact of effective supply chain management tools in today’s dynamic ecommerce landscape. As they continue to evolve their processes and collaborate with suppliers, GOJA stands as a testament to the power of strategic supply chain optimization in scaling brands on a global platform like Amazon.
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