4
min read
Brand Protection
Content Optimization
Claiming the #1 Spot: ChargePoint’s Journey to Owning the Auto Category
How ChargePoint created a “Kleenex effect” brand recognition and successfully took over EV Charging – growing GMV 60% year-over-year.
Brand Protection
Content Optimization
Overview
Spreetail partnered with ChargePoint to optimize listings, enhance content for new EV owners, and enforce brand control across 12 marketplaces. By removing unauthorized sellers and supporting a new product launch, Spreetail helped expand reach and protect brand integrity.
Since 2007, years before the surge in EV (electric vehicle) products, ChargePoint has made it their mission to offer the best EV charging experience for everyone involved in the shift to electric mobility – from multi-vehicle fleets to single-car family homes.
Results
Amazon Sales Growth
From 5.4% to 9% within 30-days
Category Market Share Gains
Expanded from 14% to 21% share in key categories.
Marketplace Expansion
240% YoY growth across non-Amazon channels like eBay, Lowe’s, & The Home Depot.
Higher Ad Efficiency
Improved return on ad spend (ROAS) to $15.
Promotional Event Impact
300% lift during 2023 Cyber-5 promotional period.
Stockout Reduction
89% YoY improvement in out-of-stock rate as of January 2025.
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The Challenge
Though mostly known for their software and hardware capabilities, leaders at ChargePoint made a significant push towards direct-to-consumer selling of their charging products. To tackle this endeavor, they relied on the experts at Spreetail to not only create meaningful strategies, but manage and optimize the already existing, but struggling, online presence.
Limited Marketing Support
Lacked consistent strategies for content, advertising, and brand promotion.
Slow Fulfillment Speeds
Shipping delays impacted customer experience and conversion rates.
Brand Control Challenges
Faced price erosion and inconsistent messaging due to multiple third-party sellers.
Missing Brand Storytelling
Lacked content focused on educating new EV buyers about product benefits.
Inventory Management Issues
Frequent out-of-stocks led to lost sales and decreased marketplace visibility.
Unclear Go-to-Market Plans
No defined launch strategy for expanding new SKUs across regions.
Our Strategy
Our team took strategic ownership of a key SKU to enhance product content and optimize marketplace listings:
- Centralized and optimized product listings across all marketplaces.
- Strategic use of deals and promotions to boost visibility and sales.
- Developed product content focused on informing and converting customers.
- Go-to-market strategy executed across the U.S. and Canada.
- Improved availability through proactive inventory and logistics management.
- Implemented controls to limit unauthorized third-party sellers.
- Developed cohesive creative assets and ad strategies to drive growth.
The Bigger Impact
Our partnership with ChargePoint expanded their reach beyond Amazon into Walmart, eBay, Target, and Home Depot—driving 240% YoY growth in non-Amazon sales. Listing improvements led to a 12% sales lift and 71% better BSR. Optimized ad strategies cut costs by 6.8% while boosting revenue by 64.4% and ROAS by 76.4%.
