Lodge: Winning Share of Voice in the Pots & Pans Category

July 4, 2023

Please Note: All insights are extracted from publicly available data including search ranking, volumes, pricing, content and reviews.

Why is Lodge Winning on Share of Voice in the Pots & Pans Category?

Lodge ranks #1 on Share of Voice in the Pots & Pans category, beating out leading brands such as Utopia Kitchen, T-fal and Cuisinart.

HOW DID LODGE WIN ON SHARE OF VOICE?

Improving your Share of Voice ranking is primarily driven by PDP optimization and your retail media strategy.

Optimizing product pages means providing detailed descriptions, including images, videos and other visuals, so that customers know exactly what they are buying before they make their purchase decision.

Lodge successfully dominated key search terms in their own branded search, a key competitors (i.e. Scope) branded terms, and a number of important keywords, specifically owning many variations of the sub-category.

ORGANIC SHARE OF VOICE RANKINGS IN AMAZON ON POTS & PANS

Lodge further augmented this with a thoughtful retail media strategy, which is rooted in focusing on incrementality. Ideally, this should be done through software automatically, which adjusts bids in real time to allocate spend where you have highest incremental impact, while also taking into account stock levels to ensure you aren’t driving SKUs out of stock

They also ensure they appear above the fold, pushing their Best Seller status to the forefront on the same search term.

Lodge’s sponsored search investments align closely with their organic search performance, showing how these two sides are closely linked, and signaling investment into the Pots & Pans category.

WHAT NEXT?

If you’re interested in seeing how your brand is performing relative to the competition, CommerceIQ’s Category Leaderboard will show you not only your scores across these 8 metrics, but also offer recommendations on areas for improvement.

Reach out to CommerceIQ to get a free Category Leaderboard produced for your brand.