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Amazon power block: #Winning the Amazon game: Interactive Workshop

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Published on

Shop.org 2017
Bryan Eisenberg, Eisenberg Holdings
Rami Odeh, TPN

Published in: Retail
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Amazon power block: #Winning the Amazon game: Interactive Workshop

  1. 1. A TPN WORKSHOP / SEPTEMBER 2017 Winningwith Amazon 1
  2. 2. AboutAmazon
  3. 3. 3 A. Understand and responding to shopper behavior B. How users shop the platform is just as important as who they are C. Through understanding you can influence behavior D. Create actionable plans that can make a more immediate impact
 “Amazon is not a retailer anymore; it is the largest behavioral marketing company in the world.” - Yaakov Kimelfeld, Chief Research Officer, Kantar Media Compete
  4. 4. Myth vs. Reality Myth: Amazon is just another retailer
  5. 5. 55% of product research that led to a purchase started on amazon.com 28% of product research that led to a purchase started on search engines 5 Amazon is the preferred starting point for product search
  6. 6. Myth vs. Reality Retailer Research Destination Digital Content Provider Marketing Channel
  7. 7. AmazonApproach
  8. 8. Shopper Brand Amazon Amazon Success Shopper - Lives in Multiple Modes - Understand Their Needs - Know How to Reach Them - Build Affinity
 Brand - Brand Awareness - Brand Affinity - Drive Conversion - Drive Loyalty
 Amazon - Customer Centricity - Continuous Optimization - Culture of Innovation - Corporate Agility 8
  9. 9. Understand the Amazon shopper in all of her modes, across the path to purchase 9 Understanding the Amazon Shopper (example)
  10. 10. Understanding Amazon’s Needs Yes, the flywheel Also, the modified wheel But what about SVS? What about Vendor Mgr? Is there a Win Win? 10
  11. 11. Shopper Brand Amazon Amazon Success 11 Shared success is possible, but most importantly, your brand can thrive Shopper Brand Amazon Amazon Success
  12. 12. Winningat Amazon
  13. 13. Contactusforafreeproduct healthscore JoeScartz Joe_Scartz@tpnretail.com @jascartz RamiOdeh rami_odeh@tpnretail.com @etailninja
  14. 14. 14 First: Know Where You Stand Questions to @jascartz
  15. 15. A score rating between 0-10 that is calculated SKU by SKU which based on various criteria involved with a product’s overall representation on the Amazon platform. 15 PRODUCT HEALTH SCORE 0 101 2 3 4 5 6 7 8 9
  16. 16. Search Engine Optimization Third-Party Creative Inventory Merchandising 16 PRODUCT HEALTH SCORE
  17. 17. Reach out to TPN for Free Product Health Score for certain products. 17 PRODUCT HEALTH SCORE
  18. 18. 18 Evaluate Creative
  19. 19. 19 CREATIVE Winning Creative Should Follow 3 Guidelines
  20. 20. Monitor creative feedback 20 CREATIVE Monitor
  21. 21. Optimizing Your Creative Leverage learnings from creative feedback to develop better creative 21 CREATIVE
  22. 22. 22 Manage SEO
  23. 23. Foundation Building SEO consists of multiple parts quantitative and qualitative. One is a checklist, the other is effectiveness. 23 SEO
  24. 24. 24 SEO Monitor - Search rankings - Reviews over time - Competitive organic rankings
  25. 25. Use Paid to compensate for what you are lacking in organic, until you fix organic. 25 SEO Run Keyword Campaigns Over time we want to own traffic more than lease traffic
  26. 26. 26 SEO Optimize - Adjust title, key bullet copy, terms and attributes - Take results from paid search (impressions, clicks, sales) and integrate top performers into organic listings
  27. 27. 27 Manage Inventory
  28. 28. Why is it important? No inventory = No sales Past Sales impact future forecasts
 Avoid OOS Spiral of Death Forecasting 28 INVENTORY MANAGEMENT
  29. 29. 29 INVENTORY MANAGEMENT Use similar “look-alike” products history to determine inventory baseline. Leverage Amazon’s ARA Demand Forecast
  30. 30. Monitor Demand Forecast Weekly Monitor Price 30 INVENTORY MANAGEMENT Levers
  31. 31. Consider: -Price Beta -Past Marketing Data -Past Merchandising Data 31 INVENTORY MANAGEMENT Optimize
  32. 32. 32 Third Party Awareness & Management
  33. 33. Why is it important? Impacts Price, Inventory, Brand Image, Reviews, and Sales. 3rd Party Sellers Awareness & Management 33 THIRD-PARTY
  34. 34. 34 Build an Excellent Foundation THIRD-PARTY
  35. 35. 35 Monitor - Monitor third-party sellers - Reviews - Inventory - Counterfeit claims - Lost buy box% THIRD-PARTY
  36. 36. 36 Best-in-Class Merchandising & AMS
  37. 37. Building an excellent foundation Leverage tools and past campaign data to build an effective AMS campaign. 37 MERCHANDISING / AMS
  38. 38. Continuously Monitor AMS Reporting Don’t only monitor the standard report, make sure you are monitoring Delta over time. 38 Monitor tMERCHANDISING
  39. 39. 39 tMERCHANDISING Levers - Modify CPC, and products based on effectiveness
  40. 40. 40 tMERCHANDISING Optimize
  41. 41. JoeScartz Joe_Scartz@tpnretail.com @jascartz RamiOdeh rami_odeh@tpnretail.com @etailninja
  42. 42. Appendix
  43. 43. Launcha
 newproduct
  44. 44. Negotiations
  45. 45. ChannelMapping
  46. 46. THANKYOU 46

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