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How to beat Amazon. Maximilian Lanaro, Competitoor

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Data Driven Innovation
Data Driven Innovation

Data Driven Marketing. May 18th 2018. Data Driven Innovation 2018. Engineering Department, University of Roma Tre

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HOW TO BEAT AMAZON
84% OF ONLINE SHOPPERS CHOOSE A SHOP BASED ON PRICE. GE Capital Retail Bank’s Study, 2016
600 M 120 M 8 PRODUCTS PRICES CHANGED DAILY PRODUCT PRICE CHANGED DAILY 20 % B2C MARKET SHARE
WHAT HAPPENED TO THE ONLINE SALES? CASE STUDY: BEAUTY & MAKE UP
CHECK YOUR ONLINE COMPETITION E-COMMERCE 600 PRODUCTS CATALOGUE MAKE UP AND SKIN CARE LET’S ANALYZE JUST ONE OF THOSE: TANGLE TEEZER BRUSH
CHECK YOUR ONLINE COMPETITION SET UP PRICE WITH MANUAL CHECK TANGLE TEEZER: 16,90 €
CHECK YOUR ONLINE COMPETITION PROBLEM THE 27TH OF FEBRUARY, SALES DROPPED Google analytics
CHECK YOUR ONLINE COMPETITION IF SHE HAD USED COMPETITOOR THE STORE MANAGER WOULD HAVE BEEN UPDATED ABOUT THE 3 MAIN COMPETITORS THAT THE 27TH OF FEBRUARY DROPPED THE PRICE OF THE PRODUCT
CHECK YOUR ONLINE COMPETITION PRICE ALIGNMENT THE 2ND OF APRIL
CHECK YOUR ONLINE COMPETITION WITH THE RIGHT PRICE, SALES START AGAIN Google analytics
CHECK YOUR ONLINE COMPETITION IN ONE MONTH THE E-COMMERCE LOST 101,5 € REVENUE... ...AND WHAT ABOUT THE OTHER 599 ITEMS ON THE CATALOGUE?
WHY ADWORDS DOESN'T WORK?
GOOGLE ADWORDS + COMPETITOORADV + DYNAMIC PRICE
ADV + DYNAMIC PRICE
GOOGLE ADWORDS + COMPETITOORADV + DYNAMIC PRICE
GOOGLE ADWORDS + COMPETITOORADV + DYNAMIC PRICE
ADV + DYNAMIC PRICE
ADV + DYNAMIC PRICE
ENSAMBLE
USE OF DATA MIXING PUBLIC AND PRIVATE DATA IS POSSIBLE TO SYNTHESIZE SOME FEATURES: ● PRODUCT APPEAL ● COMPLIANCE OF PRODUCT DESCRIPTION TO THE MARKET ● PRESENCE ON THE MARKET ● AVAILABILITY ON THE MARKET ● COMPETITIVENESS ● ... AND TO CLUSTER PRODUCTS IN EXCITING, NEUTRAL OR BORING IN ORDER TO ● FIND THE CATALOG WEAKNESSES ● MODIFY PRICES ● OPTIMIZE DISTRIBUTION OF MARKETING RESOURCES
THE BATTLE +23.7 % REVENUES +7.8 % MARGINALITY
(IN THESE 15 MINUTES HAS CHANGED 1.250.000 PRICES) THANKS MAXIMILIAN.LANARO@GMAIL.COM @MaxiLanaro MAXIMILIAN.LANARO@COMPETITOOR.COM @Competitoor_

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How to beat Amazon. Maximilian Lanaro, Competitoor

  • 1. HOW TO BEAT AMAZON
  • 2. 84% OF ONLINE SHOPPERS CHOOSE A SHOP BASED ON PRICE. GE Capital Retail Bank’s Study, 2016
  • 3.
  • 4.
  • 5. 600 M 120 M 8 PRODUCTS PRICES CHANGED DAILY PRODUCT PRICE CHANGED DAILY 20 % B2C MARKET SHARE
  • 6. WHAT HAPPENED TO THE ONLINE SALES? CASE STUDY: BEAUTY & MAKE UP
  • 7. CHECK YOUR ONLINE COMPETITION E-COMMERCE 600 PRODUCTS CATALOGUE MAKE UP AND SKIN CARE LET’S ANALYZE JUST ONE OF THOSE: TANGLE TEEZER BRUSH
  • 8. CHECK YOUR ONLINE COMPETITION SET UP PRICE WITH MANUAL CHECK TANGLE TEEZER: 16,90 €
  • 9. CHECK YOUR ONLINE COMPETITION PROBLEM THE 27TH OF FEBRUARY, SALES DROPPED Google analytics
  • 10. CHECK YOUR ONLINE COMPETITION IF SHE HAD USED COMPETITOOR THE STORE MANAGER WOULD HAVE BEEN UPDATED ABOUT THE 3 MAIN COMPETITORS THAT THE 27TH OF FEBRUARY DROPPED THE PRICE OF THE PRODUCT
  • 11. CHECK YOUR ONLINE COMPETITION PRICE ALIGNMENT THE 2ND OF APRIL
  • 12. CHECK YOUR ONLINE COMPETITION WITH THE RIGHT PRICE, SALES START AGAIN Google analytics
  • 13. CHECK YOUR ONLINE COMPETITION IN ONE MONTH THE E-COMMERCE LOST 101,5 € REVENUE... ...AND WHAT ABOUT THE OTHER 599 ITEMS ON THE CATALOGUE?
  • 15. GOOGLE ADWORDS + COMPETITOORADV + DYNAMIC PRICE
  • 16. ADV + DYNAMIC PRICE
  • 17. GOOGLE ADWORDS + COMPETITOORADV + DYNAMIC PRICE
  • 18. GOOGLE ADWORDS + COMPETITOORADV + DYNAMIC PRICE
  • 19. ADV + DYNAMIC PRICE
  • 20. ADV + DYNAMIC PRICE
  • 22. USE OF DATA MIXING PUBLIC AND PRIVATE DATA IS POSSIBLE TO SYNTHESIZE SOME FEATURES: ● PRODUCT APPEAL ● COMPLIANCE OF PRODUCT DESCRIPTION TO THE MARKET ● PRESENCE ON THE MARKET ● AVAILABILITY ON THE MARKET ● COMPETITIVENESS ● ... AND TO CLUSTER PRODUCTS IN EXCITING, NEUTRAL OR BORING IN ORDER TO ● FIND THE CATALOG WEAKNESSES ● MODIFY PRICES ● OPTIMIZE DISTRIBUTION OF MARKETING RESOURCES
  • 24. (IN THESE 15 MINUTES HAS CHANGED 1.250.000 PRICES) THANKS MAXIMILIAN.LANARO@GMAIL.COM @MaxiLanaro MAXIMILIAN.LANARO@COMPETITOOR.COM @Competitoor_