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The 2019 Amazon Prime Day Expert Approach Series

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Nearly half of U.S. households have an Amazon Prime membership, according to a report from CIRP. With Amazon’s biggest shopping holiday around the corner – Prime Day, learn how to maximize your brand equity and take your marketplace strategy to the next level. In this series, we’ll review trends from previous years and unpack expert best practices from retail readiness, marketing advertising preparation, inventory management, to content optimization that will help your business stand out and succeed during Amazon’s 2019 Prime Day.

Published in: Retail
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The 2019 Amazon Prime Day Expert Approach Series

  1. 1. The 2019 Amazon Prime Day Expert Approach Series How to Set Your Brand Up for Success
  2. 2. 10:00 - 10:45 am PT 12 - 12:45 am PT NUMERATOR PRESENTS: PICTURING THE PRIME DAY SHOPPER Today’s Timeline SALSIFY PRESENTS: FUNDING AND FUNDAMENTALS: GAINING DIGITAL SHELF LEADERSHIP ON PRIME DAY JUNGLE SCOUT PRESENTS: INVENTORY FORECASTING: HOW TO SUCCEED ON PRIME DAY 11 - 11:45 am PT 2 - 2:45 pm PT1 - 1:45 pm PT SKUBANA PRESENTS: THE NUMBERS GAME – KEY METRICS TO MEASURE AND OPTIMIZE AHEAD OF PRIME DAY TINUITI PRESENTS: STRATEGIC PLANNING PRO TIPS FOR BRANDS TO SUCCEED
  3. 3. Today’s Logistics ● Session recording and slides will be sent ● Log back in anytime with same link ● Resources available as handouts Persephanie Arellano Webinar Coordinator
  4. 4. Experts-Only Approach Strategic acquisitions have positioned us as the leading independent performance marketing agency Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate • Conversion Rate Optimization • Creative Services • Analytics & Marketing Science
  5. 5. Funding and Fundamentals: Gaining Digital Shelf Leadership
  6. 6. Today’s Speakers
  7. 7. Agenda Funding principles for Prime Day and eBusiness How to Invest for Growth Outline Prime Day Media strategies to drive impressions and glanceviews Differentiate your Product Detail Pages to increase conversion and loyalty
  8. 8. eComm vs Retail Sales Source: Internet Retailer, US Commerce Department
  9. 9. Shopper: Amazon Share of Mind https://www.emarketer.com/content/more-product-searches-start-on-amazon
  10. 10. Shopper: Favorite Way to Shop Favorite Way to Shop Today vs Tomorrow
  11. 11. Executives: Amazon’s Share of Mind 3X the mentions of Google and on par with mentioning taxes
  12. 12. Executives: Key Performance Indicators
  13. 13. Marketing Shifts
  14. 14. Influence & Action
  15. 15. Product Page Engagement
  16. 16. Win Today, Lead Tomorrow Updated and accurate product information at every retailer Best in class : Content Availability Ratings and Reviews Keyword Search Personalized shelf experiences - content that is relevant to me Differentiated digital shelf based on shopper, brand and retailer Differentiated digital shelf based on shopper, brand and retailer
  17. 17. Funding
  18. 18. The $100B Opportunity Sources: Deloitte, 2017 IRI, 2019
  19. 19. Sales Platform vs Marketing Platform?
  20. 20. Trade vs Brand
  21. 21. Path to Purchase
  22. 22. Improve Discoverability Organically
  23. 23. Digitally Native Vertical Brands DNVBs are growing nearly 3X faster than total e-commerce...so who’s losing? 44% 16%
  24. 24. Advantages Resources People, Budget, Agency Relationships, Economies of Scale, etc Global Brand Massive Distribution; Huge partnership network; Global Recognition with Local Adaptations
  25. 25. Disadvantages Long Innovation Cycles Lag between consumer insights and consumer moments of truth Test & Learn Need the sale now! Need volume now! “It’s only 3% of the business” Changing Demands Retailers demanding new content formats, product attributes, processes to upload, etc.
  26. 26. Key Insights Story & Trust Customer Experience Simple & Focused Show them you know them - Great product, great story, great placement Mobile First, Social First, Easy Fulfillment, Subscription Options Every $sharepoint matters, Empower the Brand, Test & Learn Daily
  27. 27. Winning through Speed & Digital Experience Low DX | Low Time to Value Low DX | High Time to Value High DX | Low Time to Value High DX | High Time to ValueDigital Experience Speed Point Solutions PXM Slow Fast Poor Best-in-class
  28. 28. How to increase agility & speed Changing Digital Storefronts and consumer behaviors require brands to build digital-first organizations and business processes. Winning at digital requires delivering high quality experiences to consumers everywhere they shop, online and off. High Quality Shopping Experiences depend on high quality (complete, valid, unique) product content & storytelling. DTC site
  29. 29. Capability & Conversion
  30. 30. Complete, Static Data is Not Enough It’s no longer enough to have accurate product information stored in a centralized database. Your information must be: ● Compliant with different requirements of your sales channels ● Easy-to-adapt for changing consumer demands ● Optimized for search engines, using key terms and popular keywords ● Enhanced to include rich media including video, images and HTML rendering High quality content is expected to serve your end consumer at each step along their shopping journey. A digitally empowered consumer demands more context on what they are buying than ever before. Shoppers want: ● Comparison charts with similar relevant products ● Accurate product specs, material and ingredient information ● Clear warranty and deliver information ● Product care or troubleshooting information ● Clear imagery of what to expect with size and dimensions.
  31. 31. 4 Areas of Content Focus Brand Stores Enhanced Content Detail Page Images On page Content
  32. 32. Examples from Wild
  33. 33. Now go do!!! ● We are the translators to senior management ● You are driving growth for your company, get your fair share of funding ● Leverage compelling events for investment opportunities and Test & Learn Opportunities ● Invest in Content… it decrease spend on paid search and increase organic results on Amazon and beyond
  34. 34. Q & A Michael Kruszynski Product Marketing

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