One Emerald Lane Turns a Luxury Board Game Catalog Into One Connected Commerce System

One Emerald Lane is a premier online seller of luxury board games. The catalog runs from vintage bookshelf editions at $44.99 to the Monopoly Legacy Edition at $249.99: deluxe wooden cabinets, fabric wrapped cases, leather playing surfaces and collector pieces such as the Keith Haring Pop Shop anniversary edition. These are not toys. They are gifts and collectibles, bought at a price point where the buyer expects the listing to look as considered as the product.

The brand sells on Amazon, Walmart and eBay and runs its own Shopify storefront. Eva was brought in to stop those four channels behaving like four separate businesses and to run them from one plan.

Advertising Intelligence, Sponsored and DSP

• Campaigns rebuilt around gift and collector intent rather than category keywords
• Budget allocated by ranking stage so spend concentrated where it moved position
• Amazon DSP run in house on Eva’s own seat, reaching gift and collector audiences off the search results page
• Sponsored and DSP planned together so display built the demand that search then converted
• Efficiency held as the constraint rather than volume, protecting margin on a high value catalog

Shift: From advertising judged on sales volume to advertising judged on what it costs to hold a position.

Search and Listing Optimization

• Listing batches rewritten for the collector and gifting buyer across the Amazon catalog
• A quarterly optimization cycle replacing generic keywords as the catalog matured
• A ten week Walmart program bringing the second marketplace to the same standard

Shift: From one marketplace optimized and the rest inherited, to every marketplace worked to one standard.

Conversion Intelligence on Shopify

• Storefront designed and built, from the design file through to the live theme
• Trust and support architecture completed across about, contact, policy and FAQ pages
• Collection descriptions and image naming rebuilt so the owned channel earns its own search visibility
• Mobile quality assurance across the full purchase path

Shift: From a storefront that existed to a storefront that converts the buyer the marketplaces already found.

Marketplace Readiness and Recovery

• Catalog restructured out of free text bullets into five dedicated structured fields
• Product data brought to the specification retailer marketplaces require before an application is accepted
• Marketplace reimbursements pursued continuously rather than at year end

Shift: From a catalog that could not be submitted to retailers, to a catalog built to the standard those retailers ask for.

One Emerald Lane moved from four channels run separately to one coordinated plan, with Sponsored advertising and DSP working to the same brief and efficiency protecting the margin a luxury price point depends on.