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Amazon eCommerce Tips 2013
 

Amazon eCommerce Tips 2013

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    Amazon eCommerce Tips 2013 Amazon eCommerce Tips 2013 Presentation Transcript

    • eCommerce Tips to Win at Every Season A Webinar by Amazon Webstore (c) 2013 Amazon.com, Inc. or its Affiliates
    • Rebecca Lawler Sr. Product Manager Amazon Webstore (c) 2013 Amazon.com, Inc. or its Affiliates
    • 5(c) 2013 Amazon.com, Inc. or its Affiliates Poll Question
    • 6(c) 2013 Amazon.com, Inc. or its Affiliates eCommerce Holiday Sales Q4 eCommerce sales are consistently higher than any other quarter1 $0 $10 $20 $30 $40 $50 $60 U.S. Retail eCommerce Segment Growth 1 Emil Protalinski, The Next Web, http://thenextweb.com/insider/2013/02/07/comscore-retail-e-commerce-hit-186-2b-in-2012-thanks-to-15-growth-the-strongest-since-before-the- recession/ (Accessed July 19, 2013) (inbillions)
    • 7(c) 2013 Amazon.com, Inc. or its Affiliates Tips for Any Season  These 5 holiday eCommerce strategies can be used to win any season  These tips will help you prepare for seasonal traffic, scale backend operations, and prepare a marketing and merchandising plan
    • 8(c) 2013 Amazon.com, Inc. or its Affiliates TIP 1: Start Early Don't fall behind! Success in Q4 begins in June/July Every business has different needs, but here are some key holiday milestones you'll likely want to keep pace with: August Verify your platform will be able to handle holiday traffic September Solidify shipping and return policies October Build holiday content into your online store November Launch broad-scale holiday marketing December Focus on delivering a good customer experience June Budget and build holiday strategy & timeline July Ramp up inventory
    • 9(c) 2013 Amazon.com, Inc. or its Affiliates TIP 2: Prep Fulfillment and Logistics  Fulfillment is key to good customer experience  There are 3 options to fulfill orders
    • 10(c) 2013 Amazon.com, Inc. or its Affiliates In-house order fulfillment Option 1
    • 11(c) 2013 Amazon.com, Inc. or its Affiliates Drop-Shipped Fulfillment: Drop shipper handles all fulfillment aspects and owns merchandise until it sells Option 2
    • 12(c) 2013 Amazon.com, Inc. or its Affiliates Outsourced Fulfillment: Third party warehouses and ships purchased items to customers for you (Example: Fulfillment by Amazon) Option 3
    • 13(c) 2013 Amazon.com, Inc. or its Affiliates TIP 3: Verify Technology Reliability and Scalability  A report released in late 2012 found that almost half of major U.S. retailer websites suffered downtime in 20121  The average cost of downtime is approximately $165,000 per hour.2 1 Helen Leggatt, BizReport, http://www.bizreport.com/2012/11/45-of-major-us-retailers-have-uptime-below-industry-standard.html (Accessed July 19, 2013) 2 Dick Csaplar, Aberdeen Group, http://www.aberdeen.com/aberdeen-library/7750/RB-data-center-downtime.aspx (Accessed July 19, 2013)
    • 14(c) 2013 Amazon.com, Inc. or its Affiliates Top Ten U.S. Online Spending Days of 2012 1 Date Spend in Millions ($) Monday, Nov. 26 (Cyber Monday) $1,465 Tuesday, Dec. 4 $1,362 Monday, Dec. 10 (Green Monday) $1,275 Tuesday, Nov. 27 $1,263 Tuesday, Dec. 11 $1,220 Friday, Dec. 14 $1,219 Thursday, Dec. 13 $1,135 Monday, Dec. 3 $1,117 Wednesday, Nov. 28 $1,110 Wednesday, Dec. 5 $1,051 1 Andrew Lipsman, comScore, http://www.comscore.com/Insights/Press_Releases/2013/1/2012_U.S._Online_Holiday_Spending_Grows_14_Percent_vs_Year_Ago_to_42.3_Billion (Accessed July 19, 2013)
    • 15(c) 2013 Amazon.com, Inc. or its Affiliates  Plan early for site changes and updates  Ensure quick load times and easy navigation  Load and performance testing - Work with your technology provider to ensure your customers will have a good shopping experience during holiday traffic  Verify all links on your site work  Variety of tools available online, find a tool that best fits your needs  Test all promotions for the holiday season to verify they work correctly  Cross-platform testing  Various tools available online to test your site in various browsers, resolutions, etc.  Mobile is a game changer and evolving fast Holiday Technology Checklist
    • 16(c) 2013 Amazon.com, Inc. or its Affiliates TIP 4: Develop a Holiday Marketing Plan & Add Some Holiday Cheer  Create an internal holiday marketing calendar that includes all holiday communication, shipping cutoffs, website updates, etc.
    • 17(c) 2013 Amazon.com, Inc. or its Affiliates Email Marketing – Start building your list now!
    • 18(c) 2013 Amazon.com, Inc. or its Affiliates Social Media - Remember, even if you’re not out there, your customers are. Pinterest has emerged as second biggest source of social networking traffic for apparel retail websites after Facebook.1 1 Geoffrey Grau, eMarketer, http://www.emarketer.com/Webinar/Online-Holiday-Shopping-Forecast-Trends/4000058 (Accessed July 19, 2013) Infographic, Invesp, http://www.invesp.com/blog/ecommerce/ecommerce-holiday-shopping.html (Accessed July 19, 2013)
    • 19(c) 2013 Amazon.com, Inc. or its Affiliates Website - Update landing pages with holiday text and graphics to convey the seasonal mood.
    • 20(c) 2013 Amazon.com, Inc. or its Affiliates
    • 21(c) 2013 Amazon.com, Inc. or its Affiliates
    • 22(c) 2013 Amazon.com, Inc. or its Affiliates Feature holiday or seasonal products on landing pages
    • 23(c) 2013 Amazon.com, Inc. or its Affiliates
    • 24(c) 2013 Amazon.com, Inc. or its Affiliates Organize products by revisiting the menu layouts and creating gift guides for holiday shopping
    • 25(c) 2013 Amazon.com, Inc. or its Affiliates
    • 26(c) 2013 Amazon.com, Inc. or its Affiliates Poll Question
    • 27(c) 2013 Amazon.com, Inc. or its Affiliates TIP 5: Ensure Shipping and Return Policies are Clear & Competitive  Ensure holiday shipping policies, transit times, cutoff dates and extended return policies are clear  Easily accessible and updated frequently  Integrate customer support systems to ensure timely responses and accessibility  Competitive shipping promotions  eCommerce retailers report 10-20% overall lift in revenue from free shipping offers1 1 Forrester Research, http://www.ups.com/media/en/Smarter_Strategies_for_Free_Shipping.pdf (Accessed July 19, 2013)
    • 28(c) 2013 Amazon.com, Inc. or its Affiliates
    • 29(c) 2013 Amazon.com, Inc. or its Affiliates What Does Amazon Do? “Leaders start with the customer and work backwards... Although leaders pay attention to competitors, they obsess over customers.”
    • 30(c) 2013 Amazon.com, Inc. or its Affiliates For a successful holiday season, online retailers should consider these 5 tips to help prepare for seasonal traffic, scale backend operations and prepare a marketing and merchandising plan. Summary What do you do Why you do it Start Early Taking care of processes now will enable your business to take care of customers later Verify Technology Reliability and Scalability To ensure the technology is there for your customers when they need it Prep Fulfillment and Logistics To ensure your customers get their products on time Develop a Holiday Marketing Plan & Add Some Holiday Cheer To give your customers the great deals they are looking for Ensure Shipping and Return Policies are Clear & Competitive To make sure there are no surprises for your customers
    • Background Amazon Webstore
    • 32(c) 2013 Amazon.com, Inc. or its Affiliates What is Amazon Webstore? Benefits  Your brand, our expertise  Complete, end-to-end eCommerce solution  Fast time to market  No long-term commitments or setup fees  Scalable infrastructure  Payment processing with world- class Amazon fraud protection and security Amazon Webstore is a complete eCommerce platform allowing businesses to build and operate their own eCommerce site backed by Amazon technology and expertise.
    • 33(c) 2013 Amazon.com, Inc. or its Affiliates What brands use Amazon Webstore? …and thousands more.
    • 34(c) 2013 Amazon.com, Inc. or its Affiliates
    • 35(c) 2013 Amazon.com, Inc. or its Affiliates
    • 36(c) 2013 Amazon.com, Inc. or its Affiliates
    • 37(c) 2013 Amazon.com, Inc. or its Affiliates Amazon Services
    • 38(c) 2013 Amazon.com, Inc. or its Affiliates Questions? Rebecca Lawler lawlerr@amazon.com Roger Pimentel pimentel@amazon.com http://webstore.amazon.com