Right now, one of the key challenges for businesses is controlling the sales of their products on the marketplaces- particularly Amazon.Vorys eControl works to help these businesses—many of which are trying to grow on the market places however third-party sellers are causing price drops- harming the brand. Before eCommerce marketplaces, businesses had much more control over pricing. Today, if a third-party seller lists a product for lower on Amazon, potential customers can immediately see this lower price.
Often, brands will hear that they need to set a MAP policy. Unfortunately, this is often too little, too late. Authorized sellers don’t want to comply when unauthorized sellers are already selling for much lower. This is why Vorys turned to integrated e-control solutions. This is more than just a MAP policy- it also includes comprehensive monitoring, investigations, and enforcement, along with grey market control and an authorized reseller policy.
Many businesses need a comprehensive strategy tailored specifically to their brand, marketplaces, goals, country, and more. The first things brands need to do is decide how they want to distribute on the marketplace. The companies that are doing the best in terms of pricing control and brand protection are not simply letting their brick-and-mortar sellers list their products online.
Whichever path a business owner chooses to use for selling their products, they need to be prepared to create an authorized reseller policy. Typically, this allows resellers to sell their products on their own websites, but not Amazon or other online marketplaces.
It’s a good idea to start cleaning up the marketplace before setting up a MAP. Vorys has found a three-step process to work well when creating a strategy. The first stage is to create a roadmap for control. This is usually a 30-day plan to build the foundation before rolling out the enforcement plan.
Stage two is preparing the foundational policies. These can include authorized/distributor reseller policies, pricing policies, and more. Stage three is all about comprehensive enforcement, which includes monitoring/data consulting, volume enforcement, and escalated enforcement when necessary.
It’s hard to grow when you’re not in control
Most online marketplaces like Amazon, Walmart, and eBay are using dynamic pricing, and see price as the primary consumer factor when it comes to the customer experience.
At Pattern, one of the main ways we’ve been able to help brands grow is by helping them regain control over their brand. We do this by using data to drive our success. First, we help brands protect themselves by implementing warehouse quality controls, review monitoring and responses, and monitor customer experience, feedback, and returns.
Next, we focus on growth. For e-commerce, this is a simple formula: Traffic x Conversion x Basket size = success.
When it comes to traffic, we focus on SEO optimization and ensure we own the buy box, so we can have a larger impact on the listings themselves. Once brands own the buy box, they can optimize their content to increase conversions. This drives more sales, which pushes these products up the search rankings.
We use an enormous amount of data to help us understand the optimal basket size. We also bundle products to ensure the best possible profitability, and help brands maintain their subscribe and save programs.
Comprehensive control unlocks unprecedented potential for growth. When businesses capture more marketplace share, they benefit from higher sales. This control also leads to higher consumer satisfaction since products are coming from an authorized distributor- going through quality control and always arriving in one piece.
If you missed our webinar on how to fight back against dynamic pricing, WATCH OUR ON-DEMAND WEBINAR HERE.
Do you need to fight back against dynamic pricing? We can help. Get in touch and let’s talk.
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Peak season is almost upon us and with all signs pointing to it starting earlier than ever, with Christmas gifting searches now ramping up in August and September, it’s time to start preparing for peak. In this article, we’re sharing our top five tips for planning and preparing for peak season with Google Ads and the strategies required to get your Paid Search ready so you can drive success over this crucial period.
In 2021, gifting search terms started increasing in popularity in August. The general trend is that people are looking, researching and weighing their options early, so it’s best to start your Paid activity early to ensure that you’re capturing that early research traffic. This will help drive revenue alongside aiding those consumers who are in their research phase.
From 2020 to 2021, spend during Cyber Week actually only rose 2% but in the weeks leading up to it, it increased by 16%. However, Cyber Week is still the biggest period during the latter half of the year, accounting for 23% of all online spend by consumers over peak. Being prepared and starting early will help you to maximise your time during this period.
According to Google, 48% of global consumers have stopped buying or using a service due to privacy concerns. Privacy is front of mind when consumers are shopping online and we know that Google is phasing out 3rd party cookies in 2023. This is going to make it much harder to track users online and it’s something that brands need to think about this now – waiting isn’t an option.
From a Google Ads point of view, you want to ensure you have set up the Google Ads tag across your site and have enabled ‘Enhanced Conversions’, which ensures all conversions are tracked and allows you to monitor other actions such as ‘Add to Cart.’ This is relatively easy to set up, especially if you use ‘Google Tag Manager’.
It’s also vitally important that you build up your first-party data during this time as this is data you own and it can be used when targeting consumers that have provided your brand with their email address. Pattern’s own experience shows that by segmenting and using first-party data, you can see a 10% improvement in revenue and ROI.
A full-funnel approach is now more important than ever as consumers become more discerning and have more choices than ever of where to shop.
Pattern has seen success with Google Ads’ ‘Discovery Campaigns’ (image-based ads that appear on Google platforms such as Gmail and the Google app), which have driven success both from a traffic and revenue perspective.
The performance of these campaigns is significantly enhanced by adopting a segmented and nuanced approach to first-party data and incorporating these into your campaigns. Other options for a full-funnel approach include YouTube and testing bidding on keywords that are more representative of the research phase. (e.g. ‘best baby clothes’ for a baby clothes brand)
Earlier this year, Google announced that they were moving away from Smart Shopping and launched Performance Max. This is a new campaign type that incorporates features and placements from Smart Shopping but expands them onto other platforms such as Gmail but also alternative creative options, such as images and videos.
Since Google has already started automatically upgrading Smart Shopping campaigns to Performance Max, expect to see some fluctuations in the first 2 weeks following the switch over but results generally seem positive. We recommend upgrading sooner rather than later to limit any potential impact to peak period.
Peak period will be even more competitive than in 2021 and you’ll need your budgets to support this period, we recommend boosting budgets in October to start capturing that early peak traffic. As we enter November and the Cyber Period, start early and make sure you are capturing those consumers looking for early bargains, ensuring you are being nimble in your optimisations and reacting to the data that you are seeing.
Overall, peak period is vital to help drive your sales and by preparing early, you will see strong results and drive success for your brand. If you want to discuss how your brand can navigate this next peak period, contact us to discuss your options with our performance team now.
Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.