Data analytics is the secret sauce powering almost every successful industry in the world. Everything from what you see on social media to the headlines you click on to the fact that you’re here reading this blog is determined and shaped by data, and data has become an especially important tool in ecommerce.
Ecommerce data helps your brand determine everything from ad spend to your organic search rankings, but that’s just the beginning of what it can do. Data can not only help you market your product, it can also lead to radical innovation that makes your products more attractive and functional for your customers.
Back in the days of yesteryear, product development was a process that largely hinged on gut instinct. If developers and brand leaders felt like a tweak on a product would lead to more sales, they’d tweak it. Lacking the infrastructure and information to measure how that innovation might land, they might stumble onto a smash hit or a total lemon.
While intuition still has an important role to play in product development today, the rise of digitalized data has given brands unprecedented access to the minds of consumers—we know their buying habits, what they Google search, and what kinds of advertising gets them to click, for starters—and empirical evidence that not only mitigates innovation-associated risk but can be leveraged at every point of a product’s conception, design, and distribution to help a brand thrive.
Using data analytics, a brand can parse the landscape of a product category into understandable pieces that offer valuable product solutions for their customers. Data can tell you which products are trending and when they’re trending. It can tell you what consumers are saying about a particular product, for example, what they dislike about it, what they love about it, or what they wish it did differently. Data scraped from customer reviews can give you valuable feedback on your product’s design and functionality, and pricing and search data can show you if a certain category is too competitive for your brand to enter, or if you stand a chance there.
Ultimately, data can provide your brand with next steps to make your products work better for your customers. Brand leaders who are effectively using it to innovate their products are positioning themselves as market leaders in the ecommerce space.
Hydro Flask is one of the hottest brands in the food and beverage industry, and it has been for several years. On its own, Hydro Flask is pretty innovative—it’s popular precisely because of the design of its products. Hydro Flask water bottles are built with TempShield insulation and double vacuum construction that keeps drinks cool for almost 24 hours, which makes them great portable products for hiking and spending time outside in warmer weather. The brand has also recently evolved its product lineup to include insulated food transport containers, like totes, food jars, and lunch boxes.
Product designers and developers across the country have paid close attention to Hydro Flask’s popularity, manufacturing their own Hydro Flask accessories—like silicone boots, stickers, and spout caps—to piggyback off the brand’s success and compete in the space. One of those developers is Pattern’s Product Development Head Dan Moss.
Moss and his team of developers wanted to know which kinds of products were trending in the water bottle category on ecommerce and how they could capitalize on it. Using data analytics, they found that Hydro Flask handles were seeing lots of chatter. In response, they conducted data analysis on the positive and negative reviews of each Hydro Flask handle on Amazon. With this data, Moss’s team could determine what problems customers had with these handles and how Pattern could offer an innovative solution. What they found was enlightening.
Customers who bought Hydro Flask water bottle handles on Amazon often felt like the pricing was too high. It was difficult for some of them to physically pull these handles off of their bottles, and they were disappointed they couldn’t interchange them. Some customers felt like their handle looked cheap and gimmicky.
Based on that feedback (as well as the analytics showing Pattern could compete on price), the Pattern product development team went to work creating a new product that wouldn’t have the same issues as its predecessors. Product engineers created multiple iterations of a handle concept. Finally, they landed on Chill, a comfortable, stylish, and reversible nylon strap with a unique push ring clip system that fits most wide-mouth water bottles and rests below the rung for easy attachment and detachment.
Chill handles have been on Amazon since about August, and thus far, they’re being received really well by customers, with 150 reviews and an average rating of 4.6 out of 5 stars. The Chill handle has also been selected as an Amazon’s Choice product and is expected to continue doing well for Pattern.
Chill is just one example of how data analytics can point out existing issues with a product and help brand leaders connect the dots to find exciting solutions for their customers. Backed by data, your brand can build a product that’s more efficient, more innovative, more functional, and an overall better quality. And by improving the quality of your product, you create a domino effect that can lead to a better customer service experience for shoppers and ultimately, more sales.
Ecommerce data can only be helpful for your brand if you have the right tools to access and leverage it. That’s where Pattern comes in. Pattern gives brands expansive access to data analytics and machine learning tools they can use to grow their business in the ecommerce space. We use data to break down what’s working for your brand and what areas need a bit more work, including your product listings, designs, and brand control.
Product development is an especially exciting area to navigate with Pattern as your partner. Pattern recently acquired Enlisted Design, a powerful branding agency that allows us to marry data analytics with design to help brands craft a powerful product and data strategy.
In an interview with Silicon Slopes Magazine, Beau Oyler, CEO of Enlisted Design, described the potential a partnership between Enlisted and Pattern has for brands.
“Throughout my career, I’ve launched numerous award-winning brands and products that can be found at MoMA, Apple stores, Target, Whole Foods, and Best Buy,” Oyler said. “But as I focus on launching new products, I know that ecommerce will be the best way to reach tomorrow’s consumers. The Pattern platform brings real-time market data to the design process, targeting exactly what consumers are looking for. This has never been done before to this degree. Enlisted interprets that data to create next-level design, and together we win for our partners, and they win at ecommerce.”
To learn more about how Pattern and Enlisted Design can help you grow your ecommerce business and innovate your product line, contact us using the form below.
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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.