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The Amazon
and Retail
Media Summit
Smart Budgets, Strong Brands: The
Game-Changing Guide
2
Session 1
10am PT | 1pm ET
Amazon and Retail Media State of the
Union: Charting the Course
Session 2
10:35am PT | 1:35pm ET
How Can I Reach Custom Audience
Segments on Amazon?
Session 3
11:10am PT | 2:10pm ET
Why is Omnichannel Measurement the
New Gold Standard for Brand Growth?
Session 4
11:45am PT | 2:45pm ET
Your Map to Navigating the Future of
Amazon and Retail Media
Session 5
10am PT | 1pm ET
Smart Budgets, Strong Brands: The
Game-Changing Guide
Session 6
10:35am PT | 1:35pm ET
How to use Curated Deals to Drive
Programmatic Success
Session 7
11:10am PT | 2:10pm ET
What Are the Latest Strategies for Driving
Your Bottom Line?
Session 8
11:45am PT | 2:45pm ET
Can Amazon be Used as a Brand Builder?
DAY 1
Wednesday, February 7, 2023
DAY 2
Wednesday, February 14, 2023
Today’s Logistics
Recording & slides will be in your inbox
tomorrow
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!
Katherine Bishop
Marketing Webinars Specialist
WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$4B
#1
1000+
Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future
Our Speakers
MEGAN KING
Senior Manager, Retail
Ops
RYAN YAMAMOTO
Team Strategist,
Marketplaces
How many of your products do
you list on Amazon?
A. All
B. Most
C. 50%
D. <25%
POLL:
Agenda
● Ice Breaker
● The Retail Ops Playbook
● Assortment Planning
● Operations Hacks
● Smart Spending: Traffic
8
How are you primarily selling on
Amazon ?
A. 1P / Vendor Central
B. 3P / Seller Central
C. 1P/3P Hybrid
D. I’m selling elsewhere
POLL:
Defining Retail Operations
Leveraging strategy to
grow sustainable and
profitable Amazon sales
by looking at all spokes
of the flywheel.
Retail Ops Playbook:
11
ACCELERATE THE FLYWHEEL BY BUILDING FROM THE GROUND UP
● Optimize Inventory and Operations
● Offer the Best Selection
● Constantly Improve Customer Experience
● Drive Traffic
TRAFFIC
C
O
N
V
E
R
S
I
O
N
T
R
A
F
F
I
C
Assortment Planning
Finding Efficiencies in
12
Assortment Planning
Do you you need to sell every item in your
portfolio on Amazon?
Considerations:
● Product mix
● Average selling price
● Cost of goods
● Distribution channels
● Long term availability
● Shipping timelines & fees
● Required prep & labeling
NO!
What Does Item-Level Profitability Look Like?
Product Title MSRP Cost (40%) COOP (12%) DA (2.5%) Freight (2%) Profit
A $ 18.00 $ 10.80 $ 2.16 $ 0.45 $ 0.36 $ 4.23
B $ 26.00 $ 15.60 $ 3.12 $ 0.65 $ 0.52 $ 6.11
C $ 45.00 $ 27.00 $ 5.40 $ 1.13 $ 0.90 $ 10.58
D $ 62.00 $ 37.20 $ 7.44 $ 1.55 $ 1.24 $ 14.57
E $ 120.00 $ 72.00 $ 14.40 $ 3.00 $ 2.40 $ 28.20
IDENTIFYING THE PITFALLS IN YOUR CATALOG
Operations Practices
Digging into Your
Operations Practices by Channel
16
Purchase Orders
● In-house prep vs. paying Amazon
● Avoiding & disputing chargebacks
● Dispute invoice shortages
Leveraging Bulk Buys
● Discontinued items
● Items where cost difference is <% threshold
Vendor Negotiations (AVN)
● What are you paying for in terms?
● Where can you sacrifice a little to gain a lot?
Selling through FBA vs. FBM
● Identify item level profitability
● Bulk discounts
● Shipping fees
STA Process Hacks
● Single vs. Multi-week shipments
● Pallet ordering
Storage Capacity Tricks
● Bundles
● Strategic timing of shipments
1P / Vendor 3P/ Seller
MAXIMIZING INVENTORY & OPERATIONS PRACTICES FOR COST SAVING EFFICIENCIES
Traffic on a Budget
How to Maximize
17
18
● Don’t spread budget too thin. Prioritize ad goals for:
○ Volume; Higher Sales + Upper Funnel
○ Efficiency; ROAS + Lower Funnel
● Fully fund what is most impactful:
○ Best selling SKU placements + BSRs
○ Sponsored Products → Sponsored Brand/Banner
combinations
○ OOB Campaigns
● Don’t forget negatives: Save $$ & Direct the flow of traffic
● Mind your modifiers & avoid too many overlapping targets
Not All Traffic is Created Equal
● Plan spending by:
○ Tactics
○ Product Categories
○ Ad Types
○ Branded and Non
● Note: Plan, but be fluid
● There is such a thing as too
many targets
● Keep “Must Win” lists small
until budget allows for more
● Keep Auto campaigns minimal
and focused on NB targeting
Smart Spending
● Avoid narrow focus on ROAS:
○ ROAS/ACOS can be
inflated by Branded
Targets; Ignores Total
Sales
○ Being reactionary to
ROAS can contradict
long-term strategy
● TROAS/TACOS directly
incorporates topline sales
● Both should be viewed in
tandem
● Brand Story
● Amazon Posts
● Manage Your Customer
Engagement (MYCE)
● BSR Momentum
● Badging
● Update Content and Copy for:
○ Seasonality
○ Competition
○ Easy Brand Building!
Allocations & Targets KPIs: TROAS vs ROAS Utilize What’s Free
20
Key Takeaways
1. Use item-level profitability to determine which
products to list
2. Look at operations practices for hacks in how
to list & ship items
3. Plan & organize intentionally, follow data with
flexibility
Schedule Your
Consultation
with a Retail Media
Expert
Q&A
MEGAN KING
Senior Account Manager -
Retail Ops
RYAN YAMAMOTO
Team Strategist,
Marketplaces
24
2024 Amazon &
Retail Media
Marketing Guide
Read More
➜
25
Session 5
10am PT | 1pm ET
Smart Budgets, Strong Brands: The
Game-Changing Guide
Session 6
10:35am PT | 1:35pm ET
How to use Curated Deals to Drive
Programmatic Success
Session 7
11:10am PT | 2:10pm ET
What Are the Latest Strategies for Driving
Your Bottom Line?
Session 8
11:45am PT | 2:45pm ET
Can Amazon be Used as a Brand Builder?
Coming Up
Wednesday, February 14, 2023

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GST rules for Assessment, inspection, seizue, arrest.pptx.pdf
 

Smart Budgets, Strong Brands: The Game-Changing Guide

  • 1. The Amazon and Retail Media Summit Smart Budgets, Strong Brands: The Game-Changing Guide
  • 2. 2 Session 1 10am PT | 1pm ET Amazon and Retail Media State of the Union: Charting the Course Session 2 10:35am PT | 1:35pm ET How Can I Reach Custom Audience Segments on Amazon? Session 3 11:10am PT | 2:10pm ET Why is Omnichannel Measurement the New Gold Standard for Brand Growth? Session 4 11:45am PT | 2:45pm ET Your Map to Navigating the Future of Amazon and Retail Media Session 5 10am PT | 1pm ET Smart Budgets, Strong Brands: The Game-Changing Guide Session 6 10:35am PT | 1:35pm ET How to use Curated Deals to Drive Programmatic Success Session 7 11:10am PT | 2:10pm ET What Are the Latest Strategies for Driving Your Bottom Line? Session 8 11:45am PT | 2:45pm ET Can Amazon be Used as a Brand Builder? DAY 1 Wednesday, February 7, 2023 DAY 2 Wednesday, February 14, 2023
  • 3. Today’s Logistics Recording & slides will be in your inbox tomorrow Download relevant resources Join our chat and submit questions for live Q&A Log back anytime with same link Join our poll questions - including if you want to talk to our teams after! Katherine Bishop Marketing Webinars Specialist
  • 4. WE’VE MASTERED THE MEDIA THAT MATTERS MOST Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Employees Media managed Award-winning culture* $4B #1 1000+
  • 5. Some of Our Clients Our Recognition For commerce leaders of today and the future
  • 6. Our Speakers MEGAN KING Senior Manager, Retail Ops RYAN YAMAMOTO Team Strategist, Marketplaces
  • 7. How many of your products do you list on Amazon? A. All B. Most C. 50% D. <25% POLL:
  • 8. Agenda ● Ice Breaker ● The Retail Ops Playbook ● Assortment Planning ● Operations Hacks ● Smart Spending: Traffic 8
  • 9. How are you primarily selling on Amazon ? A. 1P / Vendor Central B. 3P / Seller Central C. 1P/3P Hybrid D. I’m selling elsewhere POLL:
  • 10. Defining Retail Operations Leveraging strategy to grow sustainable and profitable Amazon sales by looking at all spokes of the flywheel.
  • 11. Retail Ops Playbook: 11 ACCELERATE THE FLYWHEEL BY BUILDING FROM THE GROUND UP ● Optimize Inventory and Operations ● Offer the Best Selection ● Constantly Improve Customer Experience ● Drive Traffic TRAFFIC C O N V E R S I O N T R A F F I C
  • 13. Assortment Planning Do you you need to sell every item in your portfolio on Amazon? Considerations: ● Product mix ● Average selling price ● Cost of goods ● Distribution channels ● Long term availability ● Shipping timelines & fees ● Required prep & labeling NO!
  • 14. What Does Item-Level Profitability Look Like? Product Title MSRP Cost (40%) COOP (12%) DA (2.5%) Freight (2%) Profit A $ 18.00 $ 10.80 $ 2.16 $ 0.45 $ 0.36 $ 4.23 B $ 26.00 $ 15.60 $ 3.12 $ 0.65 $ 0.52 $ 6.11 C $ 45.00 $ 27.00 $ 5.40 $ 1.13 $ 0.90 $ 10.58 D $ 62.00 $ 37.20 $ 7.44 $ 1.55 $ 1.24 $ 14.57 E $ 120.00 $ 72.00 $ 14.40 $ 3.00 $ 2.40 $ 28.20 IDENTIFYING THE PITFALLS IN YOUR CATALOG
  • 16. Operations Practices by Channel 16 Purchase Orders ● In-house prep vs. paying Amazon ● Avoiding & disputing chargebacks ● Dispute invoice shortages Leveraging Bulk Buys ● Discontinued items ● Items where cost difference is <% threshold Vendor Negotiations (AVN) ● What are you paying for in terms? ● Where can you sacrifice a little to gain a lot? Selling through FBA vs. FBM ● Identify item level profitability ● Bulk discounts ● Shipping fees STA Process Hacks ● Single vs. Multi-week shipments ● Pallet ordering Storage Capacity Tricks ● Bundles ● Strategic timing of shipments 1P / Vendor 3P/ Seller MAXIMIZING INVENTORY & OPERATIONS PRACTICES FOR COST SAVING EFFICIENCIES
  • 17. Traffic on a Budget How to Maximize 17
  • 18. 18 ● Don’t spread budget too thin. Prioritize ad goals for: ○ Volume; Higher Sales + Upper Funnel ○ Efficiency; ROAS + Lower Funnel ● Fully fund what is most impactful: ○ Best selling SKU placements + BSRs ○ Sponsored Products → Sponsored Brand/Banner combinations ○ OOB Campaigns ● Don’t forget negatives: Save $$ & Direct the flow of traffic ● Mind your modifiers & avoid too many overlapping targets Not All Traffic is Created Equal
  • 19. ● Plan spending by: ○ Tactics ○ Product Categories ○ Ad Types ○ Branded and Non ● Note: Plan, but be fluid ● There is such a thing as too many targets ● Keep “Must Win” lists small until budget allows for more ● Keep Auto campaigns minimal and focused on NB targeting Smart Spending ● Avoid narrow focus on ROAS: ○ ROAS/ACOS can be inflated by Branded Targets; Ignores Total Sales ○ Being reactionary to ROAS can contradict long-term strategy ● TROAS/TACOS directly incorporates topline sales ● Both should be viewed in tandem ● Brand Story ● Amazon Posts ● Manage Your Customer Engagement (MYCE) ● BSR Momentum ● Badging ● Update Content and Copy for: ○ Seasonality ○ Competition ○ Easy Brand Building! Allocations & Targets KPIs: TROAS vs ROAS Utilize What’s Free
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  • 21. Key Takeaways 1. Use item-level profitability to determine which products to list 2. Look at operations practices for hacks in how to list & ship items 3. Plan & organize intentionally, follow data with flexibility
  • 22. Schedule Your Consultation with a Retail Media Expert
  • 23. Q&A MEGAN KING Senior Account Manager - Retail Ops RYAN YAMAMOTO Team Strategist, Marketplaces
  • 24. 24 2024 Amazon & Retail Media Marketing Guide Read More ➜
  • 25. 25 Session 5 10am PT | 1pm ET Smart Budgets, Strong Brands: The Game-Changing Guide Session 6 10:35am PT | 1:35pm ET How to use Curated Deals to Drive Programmatic Success Session 7 11:10am PT | 2:10pm ET What Are the Latest Strategies for Driving Your Bottom Line? Session 8 11:45am PT | 2:45pm ET Can Amazon be Used as a Brand Builder? Coming Up Wednesday, February 14, 2023