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Amazon is eating the world

Fabernovel
Fabernovel
FabernovelResponsable Communication chez FABERNOVEL INNOVATE

Amazon: friend or foe? This presentation looks at the ways to work with Amazon, its opportunities and threats for brands and the winning distribution strategies for you.

Amazon is eating the world

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1
Amazon
is eating
the world
Thursday January 10th 2019
2
Everyone is familiar with Amazon
-
The Marketplace
-
Amazon is valued at around 1 trillion dollars, as of
february 2020.
Business Users
3
A logistics infrastructure
-
50Prime Air planes, Fulfillment by Amazon
Beyond the marketplace, an e-commerce ecosystem
-
Business Users
An ever increasing and
accessible inventory
-
Amazon Business & Amazon Basics
Deeply rooted customer
interfaces & services
-
Alexa, Dash, Prime
4
Most sold product segments Fastest growing product segments
What are the best selling products on Amazon?
-
Home & Kitchen
> 5,5B$
Publishing
> 5B$
Sports & outdoors
> 4B$
Consumer electronics
> 8,5B$
Luxury Beauty
> 400M$
Pantry
> 500M$
Grocery
> 1,5B$
Furniture
> 1,5B$
YoY
47%
YoY
38%
YoY
33%
YoY
33%
5
But today
Let’s focus on what
Amazon means for
vendors
6
Anker is a Chinese company selling electronics, like
smartphones and laptops chargers.
Do you know Anker ?
-
M $ of total sales in 2017567
Bn $ valuation in 2017+1
Ad

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Amazon is eating the world

  • 2. 2 Everyone is familiar with Amazon - The Marketplace - Amazon is valued at around 1 trillion dollars, as of february 2020. Business Users
  • 3. 3 A logistics infrastructure - 50Prime Air planes, Fulfillment by Amazon Beyond the marketplace, an e-commerce ecosystem - Business Users An ever increasing and accessible inventory - Amazon Business & Amazon Basics Deeply rooted customer interfaces & services - Alexa, Dash, Prime
  • 4. 4 Most sold product segments Fastest growing product segments What are the best selling products on Amazon? - Home & Kitchen > 5,5B$ Publishing > 5B$ Sports & outdoors > 4B$ Consumer electronics > 8,5B$ Luxury Beauty > 400M$ Pantry > 500M$ Grocery > 1,5B$ Furniture > 1,5B$ YoY 47% YoY 38% YoY 33% YoY 33%
  • 5. 5 But today Let’s focus on what Amazon means for vendors
  • 6. 6 Anker is a Chinese company selling electronics, like smartphones and laptops chargers. Do you know Anker ? - M $ of total sales in 2017567 Bn $ valuation in 2017+1
  • 7. 7 At the beginning, Anker was… - A simple product page on Amazon In 2011 Steven Yang created Anker and commercialized its first charger on Amazon marketplace. Knowing the nuts and bolts of the platform, Steven Yang quickly makes Anker the best ranked smartphone charger of the marketplace. Only 1 year after its launch, more than 1000 orders are passed every day.
  • 8. 8 As you understood... Amazon is an eldorado for vendors
  • 9. 9 Amazon is part of millions of customer’s daily usages 150 M Amazon Prime subscribers 64% of US households are Amazon Prime members 55 % of product research are initiated via Amazon US
  • 10. 10 And it works for millions of SMEs in the world 300Knew SMEs started to sell their products on Amazon in 2017 40M of products were sold by SMEs during prime day 2017 (+60% YoY) 140KSMEs made more than 100.000$ of Total Sales on Amazon in 2017.
  • 11. 11 But an eldorado that can turn into hell.
  • 12. 12 Amazon sped up the fall of Toys“R”Us - Why is Amazon responsible ? In 2000, the world toy champion makes a strategic mistake and signs a 10-year contract with Amazon to become its official toy supplier. In return, Amazon demands, among other things, that the company abandon its website, pay it $50 million a year, plus a percentage of sales. But Amazon does not respect its exclusivity contract and is expanding its offer by bringing new toy retailers into its marketplace. Toys "R "Us takes Amazon to court and gets $51M in 2006. The company can then launch its own sales site, but will not manage to catch up. references 100K8K references
  • 13. 13 Amazon weakens Hachette for about 8 months of negotiations - Why is Amazon responsible ? In 2014, Amazon wants to implement a single price of $9.99 for e- books in the United States. Hachette refuses to lose its margins. Amazon then takes retaliatory measures: longer delivery times, impossibility to make pre-orders, while Hachette relies on press actions and influential groups. After 8 months of arm wrestling, Hachette finally retains control of its prices while having financial incentives to lower its prices (more visibility in the event of a promotion).
  • 14. 14 Whether I should go on Amazon ? What should you do ? - Better than knowing How to play with such a giant ? The real question is
  • 15. 15 Websites describe unethical practices of some vendors But Amazon’s threat is just one threat among others over the marketplace - Solutions are emerging to help companies to choose the best products for sale on Amazon
  • 16. 16 Risks related to the platform intermediation Opportunity cost of not being listed on the platform • Access to a database of more than +310 M active clients and +100M Prime subscribers • Facilitated geographic expansion • Ease of execution and low entry barriers • Margin deterioration • Increased competition and price pressure • Dependency to a third party • Brand image deterioration • Loss of client direct contact and data Amazon, blessing or curse for my business ? -
  • 17. 17 3 Steps to efficiently think about your distribution strategy at the age of Amazon Get to know them ! Know yourself ! Connect : chose the best connection mode 1 - 2 - 3 -
  • 18. 18 1 Get to know them ! Amazon, Ok but which one ?
  • 19. 19 You probably know the Marketplace… -
  • 20. 20 Other customizable formats allow a better brand image management - E-Boutiques on Prime Now Amazon Branded Store on the marketplace
  • 21. 21 And a galaxy of tools allowing Amazon usage to be very modular - Amazon Echo Advertising Amazon Pay Interact with clients in a personal way and offer them original experiences. Convert more visitors into customers on my own website thanks to Amazon's payment brick. Amazon Dash Create recurrence for convenience and everyday purchases. Fulfilment Outsource the preparation, packaging and shipping of goods to customers. Amazon also manages product returns. Find, capture and engage customers along the way through advertising solutions.
  • 22. 22 Take advantage of my customers' interactions with Amazon touch points : Amazon Pay - Allsaints has integrated AmazonPay into its e-commerce site, reducing its checkout time by 70 seconds. The results are there because Allsaints has seen 24% of its customers using the Amazon Pay solution and observed a 15% increase in their average shopping cart.
  • 23. 23 2 Know yourself ! What is my offer ? What is my value proposition towards Amazon ?
  • 24. 24 Is my value proposition compatible with Amazon distribution ? - Coca-Cola is above all an emblematic product and brand, whatever the distribution channel. Coca-Cola does not differentiate itself through a specific distribution strategy or customer relationship. Distributing on Amazon then presents the same constraints as distributing through its usual distribution channels.
  • 25. 25 Is my client relationship part of my value proposition ? - Chewy maintains an intimate relationship with its customers through a personalized 24-hour telephone customer service and the sending of personalized words (birthday cards, words of condolence) at major events that mark the lives of pet owners. As advice is not very present in the Amazon experience (the user is left to his or her own devices and customer service is limited to after-sales service), it would not be advisable for Chewy to distribute its products on Amazon.
  • 26. 26 Is my product distribution part of my value proposition ? - Dollar Shave Club offers a unique shopping and delivery experience that cannot be experienced through the Amazon platform at this time. The customer subscribes to Dollar Shave Club and receives their razors on a recurring basis at a frequency they have previously determined, and the unboxing experience captures the brand's offbeat universe and gives the customer a sense of belonging to a community.
  • 27. 27 Is my positioning compatible with Amazon distribution ? - While Monoprix was signing a partnership with Amazon, Michel-Edouard Leclerc did not deny having been approached as well, but explained that this was not compatible with Leclerc's positioning. “Amazon has become synonymous with accessibility, in terms of price and availability, and this is something we have been saying for 30 years. ” Michel-Edouard Leclerc, CEO of Leclerc “We prefer to be distributed on our own rather than to let Amazon take over our commercial image ” Michel-Edouard Leclerc, CEO of Leclerc Conversely, Leclerc continues to work on its competing offer from Amazon: The Drive which represented a considerable growth relay for Leclerc is now completed by the Pedestrian Drive.
  • 28. 28 2 Know yourself ! What do I have that could be of interest for Amazon ?
  • 29. 29 Monoprix, an access to the French food retail for Amazon - Monoprix launches on Amazon Prime Now: more than 6,000 products are now available for delivery within a two-hour time slot for Parisians who are members of Amazon Prime. Monoprix’s value for Amazon • A partner in a new market in growth: food in France • Purchasing power • Premium positioning What Monoprix negotiated • Same prices than those on Monoprix.fr • A dedicated e-shop
  • 30. 30 Sears Auto Center offers a physic distribution network to Amazon - The U.S. distribution group has announced that its Sears Auto Centers will offer a full installation and balancing service for any tire purchased on Amazon: the customer selects their tires, their Sears Auto Center and the desired date and time for the tire installation and Sears will contact them to confirm the appointment. The value of Sears for Amazon Growing in a sector that requires a physical distribution network to develop What Sears negotiated Maintaining customer relations and obtaining customer data: here Sears auto center is not disintermediated by Amazon while the Sears group is in trouble.
  • 31. 31 Still, negotiating with Amazon is not an easy task. - Nike succeeds in obtaining a commitment from Amazon to proactively combat counterfeiting by itself removing unauthorized distributors from the platform rather than waiting for complaints from the brand, while this is denied to the Swatch Group. Bn $ of Total Sales in 2017 34 8 Bn $ of Total Sales in 2017
  • 32. 32 3 Connect: chose the best connection mode Which strategy delivers on Amazon ?
  • 33. 33 Nike.comShould-I distribute all my product portfolio ? - Nike only distributes a selection of entry-level products on Amazon and prefers to distribute its top-of-the-range products and the most personalised in its own right Nike on Amazon
  • 34. 34 Are my products at risk in front of Amazon Retail ? - In 2016, Amazon launches a notebook stand very similar to the one from Rain Design, best seller on the platform for 10 years with a 5-star rating for 2500 customer reviews, and markets it at half the price, thus degrading Rain design's sales and margins. % of Amazon Basics’s products have a higher grade than 3,5 Amazon Retail, a key pillar of Amazon’s strategy Amazon analyzes feedback from users of all the products to develop perfect products and competitors. Objective : To sell its own products and increase its margins 96 $ 43 $ 20
  • 35. 35 Review my product portfolio, to better understand what I can distribute on Amazon ? - FABERNOVEL has been commissioned by RAJA, the leading European distributor of packaging products, to carry out a study on the impact of Amazon Business. ● What threat does Amazon Business represent for a player like RAJA? ● Can or should RAJA distribute its products on this platform? To answer these questions, FABERNOVEL worked with RAJA on the redefinition of its value proposition (between commodities distributor and logistics service provider) and thus helped RAJA to identify which activities are most at risk with respect to the Amazon Business model.
  • 36. 36 Are my products already distributed on Amazon by third-party vendors ? - LVMH refuses to market its products on Amazon because it would degrade their brand image. However, some products are already offered on Amazon by third party vendors. Why not market your products yourself and thus control your brand image through product descriptions and regain margin?
  • 37. 37 Only distribute on or co- create with Amazon ? - In November 2017, Calvin Klein partners with Amazon and creates an exclusive collection available only on Amazon and in pop-up stores in New York and Los Angeles. A unique experience is offered in the pop-up stores: the underwear is customizable, prices are adjusted in real time as on the Amazon site and the customer can see it by scanning the product's barcode, and the fitting rooms are equipped with an Amazon Echo allowing the customer to ask Alexa questions or control the light in the rooms.
  • 38. 38 How can Amazon enrich my customer experience ? - Volvo has partnered with Amazon UK in the summer of 2018 to offer a seamless customer experience: have a Volvo V40 delivered to your home free of charge for a test drive. Amazon Prime members living in London, Birmingham, Manchester and Edinburgh were able to try the Volvo V40 for free by simply choosing a slot on Amazon. The car is delivered to the front of the customer's home by a Volvo specialist who then accompanies the customer for a 45-minute test drive.
  • 39. 39 For the vendors… Better than a strategy on Amazon, a strategy at the age of Amazon.
  • 40. 40 3 reflection steps to efficiently think about its distribution strategy at the age of Amazon - Get to know them1 Know yourself2 Connect3 Connect to existing networks Create your own networks Easy to do Hard to do High value Limited value
  • 41. 41 Get to know them1 Know yourself2 Connect3 Connect to existing networks Create your own networks Easy to do Hard to do High value Limited value 3 reflection steps to efficiently think about its distribution strategy at the age of Amazon -
  • 42. 42 Some key figures to have in mind on e-commerce and Amazon in France - 30MOnline shoppers in France (+3% YoY) 29MUVPM on Amazon FR (+23% YoY) 4MUVPD on Amazon FR
  • 43. 43 $83,7Bn +23% YoY$38,5Bn +42% YoY $6,7Bn +130% YoY Amazon ranks third behind Google and Facebook for advertising spendings - World advertising spendings Q1-Q3 2018 Source : announcements of financial results from several sources
  • 44. 44 Product research increasingly often starts on Amazon - Source: BloomReach Survey, 2016 Starting point of a product research
  • 45. 45 Amazon, does it only concern those selling on the platform ? Not only… - 2 categories of vendors in Amazon’s vision Endemic vendors = Those selling on Amazon Non-endemic vendors = Those not selling on Amazon
  • 46. 46 Earned media growth You already know Amazon’s flywheel, it also works for media - The classic triptych Paid, Owned, Earned can also be found on Amazon. The most important component is Earned Media and in particular ranking on research results. Paid media Owned mediaEarned media
  • 47. 47 What is Paid / Owned / Earned equivalence on Amazon ? - Paid media > Sponsored Products > Sponsored Brands > Product Display Ads > Amazon Display Ads Owned media > Products description > Amazon Stores Earned media > Ranking search > Consumers comments and grading > Recommandation widget
  • 48. 48 What are the available levers to use Amazon ? - Endemic vendors Non-endemic vendors ✓ Paid media ✓ Owned media ✓ Earned media ✓ Paid media ✘ Owned media ✘ Earned media
  • 49. 49 Let’s start with Paid Media, there are 2 main families of Amazon advertising products - RETAIN CONVERT ENGAGE REACH Generate new long-term demand Generate new demand in the short term Valuing existing demand Reactivate a past request AmazonSponsored Ads AmazonDisplay Ads Objective Format
  • 50. 50 Amazon Sponsored Ads comes in a variety of 3 formats : #1 Sponsored Products - Mode of purchase ● CPC bidding Targeting ● Key words ● Automatic
  • 51. 51 Amazon Sponsored Ads comes in a variety of 3 formats : #2 Sponsored Brands - Mode of purchase ● CPC bidding Targeting ● Key words
  • 52. 52 Amazon Sponsored Ads comes in a variety of 3 formats : #3 Product Display Ads - Mode of purchase ● CPC bidding Targeting ● ASIN ● Product category
  • 53. 53 Amazon Sponsored Ads, how do you buy some ? - Pay Per Click Self-service platform Stock management Lost buy Box Benchmark : €0,5 CPC
  • 54. 54 The Buy Box, what it is : here Garnier benefits from the Buy Box -
  • 55. 55 In case of a Lost buy Box, the brand is not the one listed on the button, but a vendor. -
  • 56. 56 The Buy Box is the number #1 sales contributor ● Percentage of perfect orders: 95%. ● On-time delivery: 97%. ● Percentage of order traceability: 95%. ● Late delivery rate: <4%. ● Cancellation rate: <2.5%. ● Delivery time: <14 days ● Customer response time: 90% of responses within 24 hours Eligibility criterias to the Buy Box La Buy Box, why it is important, and how to minimize the rate of Lost Buy Box - Sources : XSellco, CPC Strategy 90%of purchase are directly done from the Buy Box
  • 58. 58 An advertising campaign for an endemic vendor lies in a strong collaboration between commerce and media - Media studio > Provide reporting detailed and in real time performance: by SKUs, by franchises,... > Alert the brand if low diffusion or sudden evolution of the conversion rate KAM / e-KAM > Provide a complete and exhaustive SKU listing so as not to restrict distribution or lose potential > Take into account and share the specificities of each retailer: lost buy box rates, promotions, special operations, etc.
  • 59. 59 ● Free self-service product ● Build a customised mini-site with all or part of its product catalogue ● Integrate branded content (e.g. video) to promote it ● Redirect traffic to awnings with Amazon Sponsored Brands format Based on drag-and-drop modules, the Blinds help the consumer to know the product offer of a brand Amazon Stores, brand corners dedicated to highlight product catalog -
  • 60. 60 Being well listed on Amazon, a combination of relevance and performance - Amazon's A9 algorithm is mainly based on performance: Comparison of sales and customer opinions in relation to the competition. It is also based on the relevance : content of the product sheet Working well the content of the Amazon product sheets will promote conversion and thus impact the ranking.Key factors are : ● Sales ● Product comments ● Stock availability ● Amazon’s margin
  • 61. 61 71% of the factors impacting the act of purchase are related to the product sheet. This one is key. - Content External characteristics Product information Additional images Positive comments Price Brand Colors *Source : Amazon 34 15 22 20% 4% 5%
  • 62. 62 Quick anatomy of a good product sheet - Photos du produit haute qualité Produit en stock Bullets points détaillés Titre détaillé Commentaires clients
  • 63. 63 Precise and optimized price Highlight of color choice in the description Bullets and description bring useful information to the product, reassures users and encourages them to purchase https://www.amazon.fr/Bourjois-Rouge-Velvet-Rouges- L%C3%A8vres/dp/B00J8K7JNY/ref=sr_1_1?s=beauty&ie=UTF8&qid=1538994304&sr=1- 1&keywords=bourjois+rouge+a+levre+edition+velvet+326011 Quick anatomy of a good product sheet -
  • 64. 64 On the opposite, what is a bad product sheet - Incomplete title : quantity, format, color https://www.amazon.fr/Rouge-L%C3%A8vres-Hadid-LOr%C3%A9al- Paris/dp/B074N359ML/ref=sr_1_1?ie=UTF8&qid=1538993452&sr=8- 1&keywords=Rouge+%C3%A0+L%C3%A8vres+Mat+Gigi+Hadid+L%27Or%C3%A9al+Paris Description of the product that does not provide additional information. Informative chips with no added values. Repeat the same keywords has no SEO interest
  • 65. 65 Pages A+ allow detailed product information - &+18% +9% of sales increase on average *Source : Amazon of views increase
  • 66. 66 Amazon product sheet can also help to be better listed in SEO on Google - 1 4 1 2 On the Galaxy J3, Amazon product sheet ranks 4th On the Galaxy J5, Amazon product sheet ranks 2nd just behind the brand website
  • 67. 67 In the end, earned media growth is a result of upstream work - Earned media growth Paid media Owned mediaEarned media
  • 68. 68 ● Amazon has through its community a club of testers called Vine. ● These testers allow to initiate comments on a new product and thus create confidence for a potential buyer. ● Vine reviews are considered useful by 76% of Amazon site visitors. ● There are no eligibility criteria, and the price is variable according to product categories. ● Knowing that the first filter applied on Amazon is the "comment > ⅗" filter, this eliminates products without comments. ● The advertiser does not have a direct relationship with the testers, Amazon is responsible for shipping the products to be tested to the appropriate people. Amazon Vine can help to trigger comments on your product - 90%des visiteurs d’Amazon lisent les commentaires clients
  • 69. 69 Example : Nivéa brush PURE SKIN -
  • 70. 70 Amazon also integrates product demand projections and total revenue data by category into ARA, per product, the other products looked at before purchase (ARA Premium). The product conversion rate and the volume of visits per product is not disclosed. Pilote your Amazon sales performance with ARA (Amazon Retail Analytics) - ARA measures the performance of products sold on Amazon, in particular 2 KPIs are important to Amazon : 1. %Lost Buy Box = nb of pages viewed in LBB / nb of pages viewed total 1. %Replenishable Out Of Stock = nb of out of stock page views / nb of total page views
  • 71. 71 Advertising on Amazon is like Paris 18th district, a place full of potential where to invest -
  • 72. 72 Where to start ? - Which type of vendor are you ? Endemic vendor Non-endemic vendor • Apply for Brand Registry if your products are sold on Amazon without your control • Carry out an Amazon presence audit (content, product sheets, etc.) • Anticipate the organizational aspect between trade and marketing • Identify the criteria for targeting affinity with its products • Launch a first test campaign to benchmark Amazon vs. the other advertising used networks.
  • 73. 73 the Future Distribute Thank you. CONTACT Joachim Renaudin Lead Analyst +33 6 85 17 94 23 joachim.renaudin@fabernovel.com

Editor's Notes

  1. http://www.snepmusique.com/wp-content/uploads/2018/07/07-2018-DP-Musique-enregistr%C3%A9e_Les-performances-du-1er-semestre-2018.pdf Ils ont une valo à plus de 1000 milliards, il ne se passe pas une semaine sans qu’on parle d’Amazon.
  2. http://www.snepmusique.com/wp-content/uploads/2018/07/07-2018-DP-Musique-enregistr%C3%A9e_Les-performances-du-1er-semestre-2018.pdf Petit site créé en 1994 comme un libraire en ligne. Aujourd’hui c’est une véritable infrastructure. Exemples Infrastructure qu’ils utilisent pour eux même mais qu’ils pourraient ouvrir à d’autres. En plus de rajouter des produits de tiers, ils ont intégrés leurs propres produits (basics), des clients (business) et développent leurs points de contacts
  3. http://www.snepmusique.com/wp-content/uploads/2018/07/07-2018-DP-Musique-enregistr%C3%A9e_Les-performances-du-1er-semestre-2018.pdf Grocery 1,5Bn + 33% de croissance Grocery
  4. L’objectif n’est pas de décrire le modèle d’Amazon. Nous l’avons déjà fait. Donner des clés stratégique et pratiques au acteurs qui sont côté vendeur de la plateforme: marques, annonceurs, distributeur
  5. Commençons tout de suite par un exemple. Ce qui est marquant: valo a + 1 Mds de dollars, Steve Young consièdre amazon comme son premier levier de déveloopement. Tout a commencé par une simple fiche produit. Il connait tous les rouages d’Amazon, et maintenant toutes les marketplaces.
  6. Finalement illustre assez bien pourquoi Amazon est un eldorado pour pleins de marques Nombre de boites qui vendent aujourd’hui sur Amazon,
  7. C’est un nouveau standard de consommation et d’achat
  8. Je vous le disait Amazon c’est un eldorado pour ces amarques Ca fonctionne aussi pour des millions de PME dans le monde. La promesse c’est qu’Amazon est votre partenaire de croissance.
  9. C’est un eldorado qui pour certains acteurs a tendance à virer au cauchemar. On va prendre quelques exemples, que vous connaissez probablement.
  10. Placé en faillite au Etat-unis puis en France cet année, avec une dette de près de 400 millions de dollars. Noël 1999: Amazon n'est alors qu'un petit libraire en ligne qui cherche à se lancer dans le jouet. Mais rapidement à court de stock, le e-commerçant va acheter ses Pokemon et chiens Mattel sur le site de Toys"R"Us, pour revendre derrière aux clients qui ont passé commande. Amazon ne gagne pas d'argent, mais ses ventes explosent de 95% et le site engrange 3 millions de nouveaux clients. A contrario, Toys"R"Us ne peut honorer toutes ses commandes et se voit même infliger une amende de 350.000 dollars. En 2000, le champion mondial du jouet fait une erreur stratégique et signe un contrat de 10 ans avec Amazon pour devenir son fournisseur officiel de jouets. En contrepartie, Amazon exige entre autres que l’enseigne abandonne son site internet, lui paie 50 millions de dollars par an, plus un pourcentage sur les ventes Mais Amazon ne respecte pas son contrat d’exclusivité et élargit son offre en faisant entrer de nouveaux marchands de jouets sur sa marketplace. Toys"R"Us dénonce Amazon en justice et obtient 51M$ en 2006. L'enseigne peut alors lancer son propre site de vente, mais ne parviendra pas à rattraper son retard. C’est trop tard les habitudes de consommation ont changé… une boutique physique 8000 références, il y en plus de 100 000 sur Amazon. Aujourd’hui aux Etats-unis près de 30% des ventes de jouets se font en ligne. Dés 2016 Amazon faisait le double du CA du 2éme distributeur de jouets aux US (Walmart) Prix attractif// 100 check la grande récré → tribunal de commerce reprise avant Noël… Quidsi
  11. L’affaire prend de l’ampleur, les auteurs se retrouvent pris en otage en même temps que Hachete. Hachete avait un levier de négo fort : ses contenus exclusifs
  12. La questions est plus compliqué que de dire j’y vais pas avec lui. La vraie question: comment je compose avec un acteur si gigantesque? Ce que je vous propose c’est de se poser quelques questions.
  13. Ce n’est pas que Amazon en soit qui est une menace. La marketplace est une jungle, on voit des dérives et une concurrence accrue. Copie de produits Commandes gigantesques entraînant une rupture de stocks puis retour des produits Changement des descriptions produits Faux commentaires négatifs
  14. Tension entre bénédiction et malédication
  15. Pour répondre à cette question on vous propose une méthodologie en 3 temps pour penser sa stratégie de distribution à l’ère d’Amazon. 1 er temps où on va apprendre à les connaitre 2ème temps où on va faire un travail d’introspection
  16. S’intéresser à cet acteur, le comprendre le décrypter. Il y a pleins de formats
  17. Tout le monde connait la marketplace.
  18. Boutiques virtuelles, (Fauchon, Monoprix) avec les conditions de livraison prime now. L’univers graphique reste le votre. Branded store sur la marketplace permet de garder le controle et proposer une expérience plus immersive. Ensuite il y a énormément d’outils, très modulaires, que vous pouvez utiliser différement.
  19. Ce qui est cool dans ce format, c’est que tu bénéficie en quelque sorte de la base client d’amazon mais sans les désavantage. Tu suis son parcours, tu garde tes données chez toi, 24% des clients d’Allsaints qui ont utilisé la solution, et ça a augmenté le panier moyen de 15%
  20. une fois qu’on a compris Amazon il faut se connaitre soi. Ca peut paraitre un peu naif, mais ça donne énormément d’élément de réponse pour envisager sa stratégie de distribution sur Amazon.
  21. Je vais prendre un exemple concret. Coca est une marque emblématique. Ce que viennent chercher les gens chez moi c’est le produit, c’est pas le canal de distribution Segmenter Coca Chewy : réponse en moins de 4 secondes. Poser toutes les questions
  22. Ce site e-commerce a été racheté par PetSmart pour 3,3Mds! Plus gros rachat e-commerce en 2017. Ils coupent l’herbe sous le pied d’Amazon sur ce marché. ce que vous rentrez sur le site c’est le nom de votre animal de compagnie, race, date de naissance on va recommander et personnaliser des produits pour votre chien, vous allez souscrire à un abonnement etc Ils ont des centaines de télé-conseillers, l’important c’est la relation humaine qu’il entretiennent avec toi. Le produit n’est pas la proposition de valeur principale, mais l’accompagnement qui va avec. Incompatible avec la distribution sur Amazon.
  23. Cette start-up qui a été racheté pour 1Mds par Unilever. Révolutionne le marché du rasoir en proposant un abonnement à un rasoir et Dans ce ccas là, le packaging et l’expérience de réception de colis fait partie de l’expérience client 1/ Si ta marque existe par le packaging, ouvrir la boxe fait partie de l’expérience → Expérience
  24. ME Leclerc a été invité à réagir: Le positionnement d’amazon et leclerc sont sensiblement similaires. Il ne veut pas s’effacer face à un acteur qui a le meme positionnement. La stratégie de leclerc c’est le drive, pionnier et leader, il diversifie sur le drive piéton. Ils devraient trouver un autre nom hihihi
  25. Amazon veut y rentrer depuis longtemps. Monoprix a une boutique virtuelle. Ils ont les mêmes prix.
  26. Vu que nos magasins sont en déclins, on a moins de gens qui viennent réparer les voitures. Amazon est un levier intéressant pour trouver une base de client. Quand tu achète ton pneu sur Amazon, tu te fais livrer et installer dans un centre auto sears. Ils ont négocié que toutes les informations clients sur le Ce qu’ils ont offert a Amazon c’est un réseau de distribution physique.
  27. Swatch a essayé de faire la même chose qu’Amazon, mais Amazon a refusé, pas le meme potentiel traffic driver, pas le meme CA En tout cas ce qui est important c’est de faire le point sur quelles sont nos forces avant d’y aller.
  28. La stratégie produit, est-ce que je mets tout, est ce que je mets rien etc
  29. Le patron de l’entreprise avait publié une tribune qui montrait le risque d’Amazon retail. Du jour au lendemain Amazon a lancé un concurrent. Amazon s’appuie sur la donnée pour copier les produits. Finalement on peut se demander quel type de produits il faut distribuer, car d’un côté je n’ai pas envie de distribuer mes produits à valeur ajoutée, mais en meme temps ce qui risque le plus d’être copié c’est les commodités.
  30. Une autre questions c’est : mes produits sont ils déjà distribués sur Amazon par des vendeurs tiers. Arrête COty
  31. Aux US c’est le principal vendeur de vêtemetns en ligne. CK a développé avec Amazon Collab sur une collection, ne met pas à risque le reste de ma gamme.
  32. Volvo cherche à developper son expérience client et accentuer son passage d’un modèle de possession de voitures à l’usage de la voiture. Pour permettre à ses clients de s’approprier la nouvelle V40, dans un environnement et des routes familières, Volvo UK s’est associé à Amazon Prime pour propser une expérience toute nouvelle et sans couture: qui consiste à se faire livrer une volvo V40 chez soi pour l’essayer. Care Volvo
  33. Toutes ces questions, en conclusion ce qu’elles invitent à faire c’est repenser sa stratégie de distribution à l’air d’Amazon.
  34. Tous les cas que l’on a vu aujourd’hui vont sur cette matrice
  35. https://www.lsa-conso.fr/amazon-decoit-ses-actionnaires-au-t3-avec-une-croissance-en-berne-de-son-ca,301551
  36. https://www.amazon.fr/gp/vine/help