E-Commerce Mastery in 5 Simple Steps

Posted on
March 29, 2019

Our CEO cruised through the quarter's success stories to pull out some common themes among the wins. You can check them out in his in-depth interview with Authority Magazine's Eldad Shashua, available here and excerpted below:

Our 500+ clients cover the spectrum of industries and life-stages, and we’re fortunate to work with some of the world’s most dynamic, forward-thinking brands. The biggest factor in their success is their level of commitment to treating the e-commerce channel as a long-term strategic priority for the business. But sometimes the fastest way to win is to focus on the fundamentals and do the little things right.

Let Amazon help with your homework.

Amazon offers earth’s largest product selection, which means it’s also the world’s best source of product and market research. Savvy brands take advantage of the opportunity to scope ratings and reviews, product attributes and advertising for a quick read on competitive product strategy and consumer demand. One of our fastest-growing clients in the vitamins & supplements category tracked changing shopper behavior through our software to come up with their next product idea based on the attributes they saw consumers referencing in search.

Look down the long-tail.

Your competitors may be fighting a turf war for the top category keywords, but you don’t have to play their game. Many advertisers are only bidding on top-100 keywords, when there are often thousands of keywords driving clicks in a category. One of our pet food clients expanded their campaigns to target thousands of lower-volume keywords that together drove significant paid and organic traffic. They were able to boost their advertising profitability by 54 percent and capture an additional 4 percent market share in less than two months.

Lace up your running shoes.

We’ve often said that managing the Amazon channel is more like managing a hedge fund than a retailer. Teams have to be ready to run fast if they’re going to successfully track, analyze, and react to the vast amounts of data moving through the platform. Tools like ours are designed to simplify data collection and analysis so teams can spend more time executing. Our most successful clients structure their e-commerce teams to be highly agile, empowering managers to use insight from our software to make incremental adjustments in real-time.

Meet your customers.

Ratings and reviews are playing a more prominent role in the Amazon shopping experience, and it’s never been more important for brands to give customer feedback the white-glove treatment it deserves. Amazon gives sellers the opportunity to engage directly with reviews through the ‘official comment’ program. A consumer electronics client of ours saw their average rating start to slip, but they used official comments to redress product challenges and build deeper relationships with highly-engaged consumers, even incorporating the feedback into their marketing messaging, new product attributes, and content. The new engagement strategy helped them rebound quickly to a 4.9-star average.

Marie Kondo your catalog.

Just because you sell it doesn’t mean you have to sell it on Amazon. Apply some spring-cleaning zest to your product catalog and run profitability analyses on your low-volume SKUs. One of our grocery clients pared down their Amazon product portfolio and focused all marketing efforts on driving sales growth on a smaller number of products, which improved sales and profitability by more than 30 percent.

Posted on
March 29, 2019
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Strategy Briefs
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