COVID-19 has had a monumental impact on the financial and mental wellbeing of the Australian population; and the country has gone into the first recession in 30 years. With that in mind, adapting your post-COVID ecommerce strategy should be a top priority for retailers.
In order to help businesses bounce back and achieve commercial success in these difficult times, Pattern’s Australia team have developed a 7-step approach to adapting your post-COVID ecommerce strategy for the new normal.
Research has shown in past recessions, the companies that come out on top are those that invest in customer experience. Your business starts and ends with your customer, so should your approach to adapting your post-COVID ecommerce strategy.
The way consumers research and make purchases has changed. Mindfulness about safety and social distancing will be lasting and is likely to mean fewer and shorter trips to physical stores. For retailers operating across multiple channels, an Omni-channel strategy is fast becoming a necessity.
Multi-channel strategies are focused on channel-specific sales processes, while Omni-channel strategies place the customer at the centre, offering personalised products and services anywhere.
Behaviour changes will vary by state and postcode. Segmenting data by location and overlaying insights around the impact of COVID-19, specific to that area, will help to identify changes in behaviour that are more likely to stick in the longer term.
We recommend retailers examine the periods pre-COVID, during and post restriction, plus lockdown periods; to look for changes in how, what and where customers were purchasing. That said, whilst we can learn a lot from segment level data, customer behaviour is unique. The use of advanced data tools can help you to delve deeper and identify omni-channel personalisation opportunities.
COVID-19 saw many consumers choose availability and convenience over brand loyalty. As part of your post-COVID ecommerce strategy, we would recommend you look into whether your loyal customers’ behaviour and spending patterns have changed, but also whether their satisfaction level has been impacted by out-of-stocks or extended delivery delays.
Closely examining your data will help you identify opportunities to address any areas of concern and deepen the relationship your most valuable customers. Retailers should continue to capture and monitor your Net Promoter Score (NPS) or Customer Satisfaction (CSAT) ratings and gain valuable feedback on where the biggest pain points may be.
Now that you have a lot of data telling you what is happening, customer facing teams can provide valuable insights as to why. They will be able to help you identify the moments that matter and understand what is most important to your customers now and in the future.
The shift to at-home-everything saw more agile retailers pivot and innovate to meet changing customer needs. For example, during stage 4 lockdown in Melbourne, Mecca Cosmetica quickly enabled services like call and collect and enhanced their online service offering by utilising their store teams to help customers via live chat and virtual consultations. In response to people’s increased concern about safety, Woolworth have just launched Q-Tracker, a tool that helps their customers avoid busy periods in store.
Looking at examples of great customer experiences both within and outside of your category will help you understand if your Value Proposition is still competitive and identify initiatives you can apply to your business as part of your post-COVID ecommerce strategy.
Identify any pain points and opportunities—pay attention to the experience between channels. Whilst delivering a great experience in a physical store or via the website is important; many retailers often overlook the omnichannel customer journey across channels.
Retailers must reflect on any learnings/friction points with channels closing and reopening that may need to be addressed post-COVID to ensure they are delivering the best customer experience.
Finally, reviewing your roadmap for growth and future plans will be a fundamental part of your post-COVID ecommerce strategy. Consider the learnings that have unfolded since the onset of the pandemic and prioritise based on customer value and effort, fast-tracking any quick wins that are important to your customer and low effort to deliver.
Test, learn and repeat. In a fast-changing environment, an agile mindset is more important than ever.
Pattern regularly reviews the Omni-channel customer experience provided by retailers and brands. We deliver a prioritised action plan with clarity around quick wins, required resource and level of effort required. For more information on how we could support your business please get in touch here.
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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.