There are millions of products in the health and wellness category, from pharmaceuticals to fitness equipment to groceries and more. For a wellness brand entering the ecommerce space, that can be incredibly intimidating. How do you compete? How can you grow?
On July 1, our Pattern team discussed some of the best practices and tips that can help wellness brands increase their revenue and thrive across all ecommerce platforms. Here are five.
Ninety six percent of ecommerce consumers are outside of the U.S, with China being one of the biggest players. JD.com alone, the second largest marketplace in China, is expected to surpass Amazon’s Global Gross Market Value by 2023 or 2024. Wright says moving into international marketplaces to capture their traffic is almost a must-do for brands.
“You almost have to get in front of this curve, even as a wellness brand, to have the next five or ten years be dominant for your brand,” said Dave Wright, CEO of Pattern. “That’s where the traffic will come from, that’s where it’s already coming from now.”
Cross-border ecommerce is one of the simplest ways to get your brand international, and it doesn’t require much in terms of regulatory compliance. Partnering with companies like Pattern that have boots on the ground internationally and can help you create a personalized strategy can take it to the next level.
When it comes to advertising, Wright says everything comes down to search. Organic searches are the least expensive way to drive traffic to your brand, and according to Wright, focusing on how you can win on certain keywords and determining if your brand can live on those keywords organically will give you the biggest bang for your buck.
“If your product is of high quality, then as long as you give it its day in the sun, you will win there organically, then you don’t have to keep spending money,” Wright said.
The key to effective advertising, Wright says, is to use an algorithmic advertising engine that can determine which keywords to drive dollars into, put those dollars into those keywords, and adjust ad spend accordingly if you win.
Our Predict Software can help brands do just that, making everything from ad spend to ROAS completely visible and transparent. Contact us here to get a free demo.
Showcasing your products in a way that educates, engages, and connects with customers—and doing that consistently across all channels—is critical for conversion.
It’s important to put keywords in your listing title and description for SEO purposes, but what really helps conversion is your image stack.
“Over 95% of the people that will make a purchase will view every single image on a product listing,” said Josh Mendenhall, VP of Creative at Pattern. “They’re trying to figure out what the product is. They’re trying to be educated on it.”
For wellness brands, putting things like high quality nutritional charts, infographics, or video in your stack or below the fold is a great way to engage customers. Make sure you utilize every space you have available to maximize engagement, and look to customer reviews for ideas of what you can highlight in your images. Just remember to make sure your content is compliant and keep a consistent look across all channels so customers can easily identify your brand.
Pattern's supplement brands have experienced increased conversion due to great image stacks. Check out these case studies to learn more about how Pattern's helps wellness brands succeed on ecommerce:
The health and wellness category is not immune from the ills of price erosion—grey market sellers often undercut brands on price, hurting their relationship with practitioners and distributors as well as wrecking their image. Price erosion ultimately costs brands their profit, which is what makes price management so important.
“The best case scenario here is that everybody always gets the lowest price, because that’s the only price available, which is your MAP price,” said Jared Mason, Director of Brand Management at Pattern.
Consistently enforcing MAP across every channel helps your distributors feel confident in your brand and weeds out unauthorized sellers so your brand can grow. It also prevents negative side effects of erosion like Buy Box suppression.
Once you’ve got eyes on your products, the best thing to do for your brand and your buyers is make sure they feel supported prior to, during, and after the sale on all marketplaces.
Brands that prioritize good customer service—like responding to buyers in under 24 hours and answering their questions—increase the likelihood that their customers will return. Combined with effective advertising, expansion, price management, and content conversion, good customer service can help your wellness brand thrive and continue to thrive with the brand loyalty to back it up.
Pattern has valuable experience helping wellness brands succeed on ecommerce, in the US ad globally. Schedule a free consulation for your wellness brand here.
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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.