What should brands’ post-COVID Amazon strategy be?

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30-second abstract:

  • Amazon turned one thing of a retail cornerstone throughout 2020, and lots of manufacturers change into reliant on it – overly so.
  • Consumer habits created through the pandemic are right here to remain, so it’ll change into important to grasp the way to make Amazon work for manufacturers, fairly than making an attempt to suit manufacturers into Amazon.
  • Amazon has change into an expertise platform in its personal proper, and the very best manufacturers will deal with it as such.

Of the few winners to emerge from a torrid 2020, Amazon must be up there – within the face of closed store doorways, Jeff Bezos’ child has been the default retailer of selection for customers pushed on-line.

For the primary time ever, it’s projected to have exceeded a whopping $100bn in quarterly income in This fall, spurred on by manufacturers utilizing it as their ecommerce lifeline. But there’s a catch.

As 2021 unfolds, some are discovering themselves more and more, maybe overly, reliant on the enormous as a gross sales avenue. As the retail ecosystem begins to regain some stability, the function Amazon performs in manufacturers’ gross sales methods must be recalibrated.

Brands can be left to contemplate how they profit from a platform they might have beforehand thought-about ‘just’ an add-on, and construct it right into a wider 360-degree expertise strategy. Here’s why.

First, the stats show simply how a lot purchasing habits have been redefined by the pandemic

According to Kantar, 33% of individuals will proceed to completely store on-line – this rises to 40% for the sustainability acutely aware shopper, and 45% for households with kids. Customers are actually additionally 4 occasions extra more likely to go to a market like Amazon than a retailer’s personal app or web site, based on a 2020 Q3 survey from Adobe.

Against this backdrop, Amazon is clearly not an add-on to the client journey. Ecommerce is right here to remain and already carving out a much bigger piece of the gross sales pie, which is exactly why the likes of Amazon are finest seen as a part of a wider strategy, used to seamlessly incorporate the whole digital toolbox: social, retailer web sites, apps, influencers – something and all the pieces.

Yet regardless of Amazon’s significance to the gross sales funnel, it’s typically misunderstood. After all, it’s robust to remain on high of all the pieces from paid and unpaid promoting choices to key phrase analysis optimization, inventive content material elevation, pay-per-click methods and extra.

For instance, the now-free Amazon A+ content material listings instrument boosts cross-sell, site visitors and gross sales alternatives by three to 10 p.c  – that’s available with tangible advantages, and clearly one thing manufacturers should perceive and use.

Amazon is an expertise platform in its personal proper. Treat it as such

To put this business-critical subject in context, the typical on-line shopper bought eleven gadgets from a web-based market like Amazon between March and June 2020, and simply three from a-n-other on-line retailer.

This suggests the world’s largest ecommerce enterprise has change into an expertise platform in its personal proper – throughout each step of the acquisition journey, from analysis to that remaining ‘but now’, Amazon has it coated. It’s change into the touchpoint for looking out, purchasing and sharing.

So the place should it sit in a holistic retail strategy? Does it want its personal gross sales strategy? Is it feeding again into different retail property, or are the retail property feeding into Amazon?

In actuality, it’s a little bit little bit of all the pieces. Staying aggressive means understanding why folks purchase from Amazon and realizing who your prospects are – knowledge from transactions, sentiment surveys and worker suggestions can all assist to create a seamless expertise for patrons.

Without doubt, Amazon should obtain the identical cautious therapy as a retailer or owned web site, and due to this fact have its personal strategy like every other channel. And that Amazon strategy should additionally sit inside a broader model plan that seamlessly connects a model’s total suite of property.

The success of a model’s post-COVID Amazon strategy hinges on this

As the patron journey continues to evolve at warp pace, prospects are looking and purchasing anyplace at any time, through what can appear to be a limitless variety of channels – previous or new.

Facebook, Instagram, Pinterest and even TikTookay, the most recent child on the block, are actually shoppable channels. While Amazon could be the most important channel presently, it’s a part of a wider ecosystem, one wherein the only fixed for fulfillment is a shopper-first mentality.

As with bricks and mortar, the primary rule is just to know your buyer – their wants and needs, why they store the place they do. Then take that data to start out constructing an efficient buyer expertise. Supplement what you already know by maximizing your knowledge – be that transactional, critiques, worker suggestions – so you will have a financial institution of behavioral insights.

From there, deploy the three-step method to retaining the shoppers you hook in with content material, commercial and success.

That being, benefit from Amazon’s Brand Registry program, which supplies you the prospect to roll out nifty FAQs, hi-def movies and extra in your pages; combine up the formatting of the adverts you service on Amazon Advertising, given 62% of UK consumers purchased merchandise after seeing them marketed on the positioning; and guarantee success is as streamlined as might be, with the choice of free delivery out there when success is dealt with via Amazon’s FBA program.

And as a lot because it’s change into a unclean phrase of late: be modern.

Brands that undertake a test-and-learn method to bettering the client expertise and considering shopper-first will be taught extra about what their prospects need, certain. But they’ll even be best-placed for fulfillment in a retail setting that’s present process seismic change.



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