The success of Pattern can be attributed to our amazing team and the people within it. Our #PeopleofPattern series highlights our people; the faces, roles and responsibilities behind what makes Pattern great. This week, we sat down and spoke with Desiree Wong, Senior Ecommerce Consultant, Mandy Guo, Brand Manager, and Ariel Tsai, Brand Manager, all sitting in Pattern’s London office working with UK & US brands to accelerate their sales in China.
Desiree: I’ve been working at Pattern for over six years now. I first joined the company as an Associate Consultant back in Hong Kong. My responsibilities have changed quite a bit since first joining the company, when I first joined I worked in the Consulting team in Hong Kong with Arthur Cheung (General Manager, Asia) and a few other colleagues focusing on consulting projects. We then had some trading elements added into our China business, which meant I was responsible for more trading-related tasks.
My title is now Senior Ecommerce Consultant, covering the APAC region. Following Practicology’s acquisition by Pattern in 2018, 90% of my time is now related to trading activity. When I relocated to London in early 2020, I was given more opportunity to work on business development. All of the brands that my team are working with are either from Europe or from the U.S., so working in the UK meant I was in a much better time zone to speak with clients and attend offline events, like Interzoo or Alibaba-organised events, here in Europe.
Ariel: My responsibilities are quite similar to Desiree. I joined Pattern in January this year, so I’ve been working here for about six months now. I started as a Brand Manager, managing the trading side of the business of different brands for Asia markets. I also do a bit of work on the side for the Consulting team. For example, we’re currently working on a project for a global luxury jewellery brand, providing a consulting service for China.
Mandy: I joined Pattern nearly 3 months ago as a Brand Manager. The role is very interesting, and I feel very supported. My role helps our clients find the best solutions in China’s market through social marketing and ecommerce business. From my previous China FMCG industry experience at Unilever, LVMH, and Mars, I feel very fulfilled identifying the best USPs and business strategies to achieve a better business position for our clients.
Ariel: I previously worked for a digital marketing agency, also focusing on China business with UK companies. In that job, I did a lot of marketing for British and U.S. brands who sell their products in China. I worked with companies like Royal Mail, amongst other big brands, which I found really interesting. This experience really fueled my interest in ecommerce, which is why I got in touch with Pattern as it is a trading and ecommerce-focused company. I also liked that Pattern didn’t just focus on trading in China, but also other countries in Asia like Japan, Korea, and South-East Asia.
Desiree: Before I joined Pattern I worked at MAC Cosmetics for almost two years. In that time I felt that I’d learnt everything I could in that role and wanted more of a range and challenge in my career. At MAC, I luckily gained a lot of experience working in ecommerce and wanted to pursue this further. Pattern seemed like a great opportunity as it is a global company working in ecommerce and has seen a huge amount of growth as a business. Before Pattern, I also studied a Master of Science in Marketing, where I met a professor who introduced me to the consulting industry. This was another reason why I was really interested in joining Pattern’s consulting team.
Interestingly, I was introduced by a headhunter who told me that there was a company that had newly-launched in Hong Kong called Practicology. We didn’t even have an office, we were so new! I remember meeting Arthur Cheung in a restaurant after he’d just finished a trip to China, carrying all of his luggage with him. Arthur told me that the company was new but that it was an ecommerce consulting firm, which was really interesting to me and covered the two aspects I was looking for in my next role.
Starting in the Hong Kong business, we had the opportunity to choose the office that we’d set-up in and even built IKEA furniture together in the office. It was such an experience! What I really loved about Practicology (now Pattern) was learning so many new things and expanding outside of my scope of knowledge that I’d been working in comfortably for so long. It wasn’t just about marketing, ecommerce, or consulting, it was about entrepreneurship. Arthur was tasked to build up the whole Asia/China business, which really opened my eyes to how to build a business from the ground up.
My role also continues to evolve as the company grows and changes, I never feel bored. That’s why I’ve stayed here for six years!
Mandy: My previous experience and passion connect well with my role at Pattern. As previously stated, it is fulfilling to use my previous experience to provide the best solutions for our clients. I have great supportive teammates like Desiree who guides and helps me understand Pattern’s processes and systems.
Desiree: For me, it’s the recognition from the brands. I know we all talk about numbers, but when the brands can see more than just the numbers that you help them to achieve, and they really appreciate the strategy and transparency that we have, it’s really satisfying. We stick to our Pattern values. We always want to be ‘Partner Obsessed’, and our partners really feel that.
Ariel: For me, it’s the opportunity of working with different brands across different regions. We’re expanding so fast and keep finding new brands in different categories, giving us the opportunity to work with for example Alliance and Jan Marini, a skincare brand, and Holland and Barrett selling supplements. This broad range has really expanded my knowledge across different industries and has been really interesting and rewarding for me.
Mandy: The most rewarding aspect for me has been recently handling prospective clients with Desiree and identifying potential improvements for a couple of our clients’ ecommerce business in China. Another rewarding moment is when our clients positively react to my efforts.
Desiree: I think that working at Pattern has a suitable level of challenge, you will never get bored. Ecommerce is an ever changing industry. When you work in the Asia market, which is not as mature as others and is still developing, it is even more challenging and you learn new things every day. I know there are plenty of ecommerce and trading companies in the industry, but I’d say that everyone working at Pattern is smart and willing to share their knowledge. As we’re all growing together, it gives us all a great opportunity to learn from each other. Our team culture is also really strong.
Ariel: I’d say I agree with Desiree. There’s not much of a hierarchy inside Pattern. In our China team, we learn more from them every day and they’re always helping to share what’s happening in the market. Again, the team culture is really positive. Everybody who works at Pattern is a ‘Doer’ and is willing to share their experience and knowledge with one another as well. The company is also growing so fast into different regions, for someone who wants to expand their knowledge on a global scale, that’s also a big bonus as you’re unlikely to get that opportunity very often.
Mandy: In agreement with Desiree, ecommerce is changing very quickly in Asia. With different clients, Pattern gives me the opportunity to evolve my knowledge through challenging and interesting contracts. We have good morale, supportive teammates, and I feel very engaged through growth opportunities because of our team and clients. I’m growing with Pattern and I highly recommend working at Pattern!
If you're looking to start a career in ecommerce or even if you're a seasoned professional and want to learn more about our exciting opportunities, check out our open positions here.
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Walmart.com has announced important changes regarding the “Was Price” and promotions on the digital marketplace. These updates make it more important than ever to optimize your price through implementing proper strategies, controlling your distribution channels, and being intentional about your pricing strategy.
And, as with all digital marketplaces, succeeding on Walmart.com requires performing well in all areas of The Ecommerce Equation. Which means as you optimize your listings’ pricing, as well as traffic, conversions, and availability, your revenue increases.
Pattern has the resources ecommerce brands need to optimize on marketplaces for each factor in the ecommerce equation. We have the technology and strategists to help you improve your traffic, the brand dedication and passion to help you achieve greater conversions, connections to econtrol specialists who help brands regain marketplace control, and the data you need to be able to make smart forecasting decisions for better product availability.
Below, we’ll cover how Walmart.com’s recent platform changes impact ecommerce brands’ ability to drive traffic and conversions for their products and how to strategize around them to work best in your brand’s favor. But first, let’s go over the changes themselves.
Walmart.com’s newest changes reflect their mission to be the leader in low, everyday pricing. Therefore, Walmart’s customers come to the platform and expect low prices no matter what. Overall, these updates give consumers more visibility into the value they’re experiencing and hold brands more accountable in the pricing information they display.
Due to Walmart’s updates, in order for your products to qualify for a strikethrough and show “Reduced Price” or “Clearance” flags on Walmart.com, your product’s promotion must be at least 10% off the “Was Price.” (Note: “Reduced Price” is the most common type of badging. Your teams can request this badge when filling out promotion upload files.)
To specifically qualify for “Clearance,” the product needs to be discontinued and no longer replenished after selling through the remaining inventory.
Although “Rollback” is sometimes seen on site, it is a form of 1P-only badging.
Walmart now prohibits promotions lasting longer than 365 days.
Walmart’s “Was Price” was previously loosely defined and manually inputted on Walmart.com as an MSRP. Now, stricter rules are in place with regulations in the broader market to encourage enforcement and protect consumers.
The “Was Price” is now defined by these terms on Walmart:
Either the 90-day median price paid by customers for the item on Walmart.com (excluding special promotions like holiday campaigns, limited time deals, rollbacks, and clearance);
Or the median price offered by Walmart or Marketplace sellers for the item on Walmart.com for at least 28 out of the last 90 days (excluding special promotions like holiday campaigns, limited time deals, rollbacks, and clearance).
To protect your “Was Price” from price erosion, be intentional when planning promotions. To be most effective in your promotion, you’ll want to be able to give your customers a large enough discount to qualify for the slash-through and reduced price badging.
Without the right pricing strategy in place, your products are in danger of falling into deeper and deeper discounting as you chase the ability to achieve slash-throughs and proper badging. Without the slash-throughs and badging, you’ll lose the ability to easily communicate the increased value of your product and the traffic and conversions you’re trying to earn by running the promotion in the first place.
It’s important to keep your products’ prices as steady as possible to protect your promotion periods. As you prevent high-low price fluctuations, you’ll be able to use slash-through prices and promotional badges like “Reduced Price” and “Clearance” to your advantage in driving better traffic and conversions for your listings.
Without the ability to display badging, a promotion falls flat even if the price has been dropped. With steady pricing over time, you’ll be able to keep a stable “Was Price” and ultimately enjoy more rewarding promotional periods long-term.
It’s important to remember that the “Was Price” policy also applies to 1P and other 3P sellers representing your products on Walmart.com. Unfortunately, your other strategies will be ineffective if other sellers are breaking your MAP policy or playing the high-low price game. So, it’s more important than ever for brands to be conscious of their distribution channels and keep rogue and unauthorized sellers in check.
By allowing Pattern to be the authorized seller of your brand’s products and working with Vorys eControl law firm to eliminate rogue sellers, you can be confident in creating and executing a powerful selling strategy on Walmart.com and other digital marketplaces. As a 3P seller partner, Pattern is truly invested in our partners’ success, we’ll help you to create and execute a strategy that truly prioritizes the long-term performance of your products on digital marketplaces.
Contact us today to learn more about the changes on Walmart.com and how you can optimize your performance.
If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.