Five Digital Due Diligence Red Flags when Assessing Consumer Brands

Jeremy Wilson

October 17, 2019

With ecommerce and digital channels increasingly crucial to the overall strategies of retail and consumer brands, private equity investors have become interested in the digital due diligence red flags that indicate reduced mid-term growth prospects.

Industry publication Mergers & Acquisitions ran an article in 2018 introducing the idea of “digital diligence”; suggesting that an assessment of a potential investment’s digital strategy is as important as some of the traditional metrics used to determine its valuation.

Having produced this type of analysis for our private equity clients – both within the pre-exclusive and the exclusive stage of deals – we’ve noticed common themes in the indicators that lead to reduced valuations or investors being deterred completely.

Below we outline five digital due diligence red flags that private equity investors should look out for as part of their pre-deal analysis.

High new customer rate

New customers are important for growth, but this should not be at the expense of returning customers; who will often be the biggest spenders and most profitable to serve.

While a high new customer to returning customer ratio can at first look positive, in a mature business it can be a sign that existing customers feel undervalued by the brand, it is delivering a poor customer experience and/or there has been a decline in product quality.

All could be factors that would affect its future growth potential; and it also may indicate that the business is having to spend excessively on digital acquisition marketing channels to keep revenue on track.

High customer acquisition costs

Aligned to the first point, acquiring online customers can be costly and require multiple touchpoints to take consumers from awareness, through the consideration stage and to point that they make a purchase.

If marketing costs are high because the business isn’t retaining existing customers, or if the cost of acquiring individual customers is high, further investigation should be conducted to understand why.

An over-reliance on paid marketing channels, such as search engine advertising or affiliate marketing channels, should be a cause for concern and may not be sustainable in the longer-term.

Online promotions focused on price, not proposition

One of the benefits of the internet is the price transparency that it creates for consumers. However, when trading conditions are tough, some retailers and brands can become very reliant on price reductions to drive online sales, particularly to paper over the cracks in their product’s desirability or quality.

Over time this trains consumers to buy only when a promotion is running. Businesses also risk entering a downward price spiral with other sellers and brands, something we see happening particularly when algorithmic pricing of the type employed by Amazon is in play.

Online businesses with a great product and/or service offer will be able to maintain a high percentage of full-price sales, and are likely to have a stronger growth outlook as a result.

Home-grown or outdated technology stack

Both home-grown and outdated technology should be considered a risk. It can be costly to remedy and/or put a stranglehold on growth. ASOS is one of many online businesses who has faced financial results materially impacted by technology issues.

If the retailer or brand has developed its own technology, or not kept on the upgrade path of its systems, it is less likely to be able to adapt its business model as it would like, or support expansion. We've previously come across outdated ecommerce platforms that prevent changes to promotions or user journeys; or that can’t be adapted to support new business initiatives, such as launching value-adding online services or localised websites for new markets.

Digital skillsets

We would always recommend assessing the digital team and their skills as part of an in-depth due diligence process. We regularly encounter teams where important operational knowledge is concentrated in one or two people. This should be a particular red flag if the business also has home-grown or old technology that only a couple of people in the business understand.

We also find teams that don’t have the skills to execute their digital growth plans without costly external support. This can become problematic for investors and damage their exit strategy.

Next steps: digital due diligence red flags

These five digital due diligence red flags do not comprise an exhaustive list, but highlight both why digital diligence is important, and some key issues that investors should investigate further before progressing a deal.

Need support with due diligence for a retail or consumer brand? Pattern is expert in delivering insight to the private equity community and offers a range of pre-deal and post-deal services. Get in touch to find out how we can support you.

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Sept 22, 2022

How an Amazon SEO Agency Should Be Serving Your Brand

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. 

What is an Amazon SEO Agency?

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:

Prioritize Your Success

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.

Provide Detailed Competitive Insight

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.

Reduce Your Ad Spend Over Time

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.

Amazon SEO Optimization and More

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.

Sept 21, 2022

How An Image Change Instantly Increased Stance’s Conversion Rate on Amazon

It’s challenging for brands on their own to maintain the many different focus areas to have remarkable success on their own D2C platform. But ecommerce is a complex, growing landscape and encompasses more than just your own DTC site. An effective ecommerce strategy includes multiple different digital marketplaces, such as Amazon, and it is an uphill battle for brands to stay competitive, relevant, and drive conversions across all.  

Brands can have in-house experts who specialize in different areas of ecommerce, but it’s extremely difficult to have the depth of resources to stand up an entire team of experts who know all the intricacies and nuances of each ecommerce channel.

Pattern, the premier global ecommerce accelerator, has marketplace experts in all areas, across all global marketplaces, who help any brand expand their bandwidth, gain access to new resources, data, and expertise, while accelerating their ecommerce growth.

Download our Stance 1-page Case Study

Amazon Creative Underperforms for Stance   

Stance is an extremely popular, fast-growing, and visually engaging lifestyle clothing brand.  Stance’s in-house creative experts nailed down their D2C product imagery and established a clear brand vision and voice on its own platforms. However, the problem was that the product images that work on their D2C sites differ from images that perform well on Amazon and other ecommerce marketplaces.

Stance was in search of a partner with deep knowledge of and experience on ecommerce marketplaces who could help curate lifestyle and product imagery catered to Amazon.

Original Stance Product Images on Amazon:

Pattern Creates Stellar Amazon Images for Stance

As its 3P partner on Amazon, Pattern experts organized, produced, and shot product imagery that highlighted the brand and the product while complying with Amazon best practices.

To accompany the new, updated image look and layout, brand experts also revised the overall listing. This included:

  • Adding information like a size guide, quality materials, etc. on specific product imagery

  • Brand highlights such as the brand’s mission statement in the image stack

  • Additional lifestyle imagery that was consistent with its other ecommerce channels       

Stance Product Images with Pattern:

Stance Sees an Instant Conversion Rate Increase by 13%

  • Same day results when the images were updated:

    • Average Conversion Rate Before Image Stack Update: ~21.8%

    • Average Conversion Rate After Image Stack Update: ~34%

Pattern Can Help Brands Curate Quality Content for Amazon and Beyond

Pattern has the unmatched expertise to help brands make smart decisions and strategies to ensure all channels flourish. Creative and copy experts for Amazon and other digital marketplaces will make sure your image stack, copy, and product listing is curated, optimized, and impactful to grow your brand and increase conversion.

Get in touch with our team to learn how Pattern can reimagine your creative strategy.

Sept 20, 2022

4 Ecommerce Marketplace Consultant Must-Haves

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. 

What is an Ecommerce Consultant?

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.

1. Brand Obsession/Specialization/Passion

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. 

2. Proven Results

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.

3. Wide Range of Marketplace Expertise

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.

4. Network of Resources

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.

Achieve Your Ecommerce Goals With Pattern

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.