Did you ever realize distribution control was going to be an integral part of your brand strategy? Most brand executives do not. At Pattern, we hear from top global brands that brand integrity, brand reputation, and relationships with its consumers are paramount–and it all starts with distribution.
Pattern is a marketplace accelerator that helps brands regain distribution control so their partner brands can strengthen their credibility, build and foster relationships with consumers, and increase their long term value.
There are an overwhelming number of channels brands are trying to get in front of consumers. Digital marketplaces like Amazon and Walmart are just a few, and essential to achieve profitability.
When we think about distribution on marketplaces, brands want the customer’s experience to be just as good as in their own brick and mortar store, which they can control. But on marketplaces, there is a significant problem with gray market distribution and unauthorized sellers, which leads to a poor representation of brand’s products online and what happens damages a brand’s integrity and, therefore, value.
Marketplace sellers get inventory from multiple locations, so without control, you have consumers who could be getting a product from an authorized channel that the brand has agreed on or from someone who found inventory (like on the back of a truck). The rogue, unauthorized inventory could be old, poor quality, or close to expired in packaging that may not adhere to brand guidelines, and priced to move (aka cheap). So on marketplaces like Amazon or Walmart, a customer gains access to your brand but stands to lose trust (aka brand value) in the brand.
This typically puts brands into a tailspin to implement a system of control. Pattern helps brands take control of their marketplace distribution through proprietary technology, resources, and strategic planning, which improves and protects brand value.
A consumer’s experience on a marketplace will be different than in store, so distribution control is a way for brands to execute brand strategy and build consumer loyalty through marketplaces.
Without distribution control, you are letting your consumers have multiple different experiences with the same brand, which is going to lead to some disruption and an inability to hold brand reputation and customer value over time.
Pattern works with many brands to establish distribution control which allows a brand’s reputation and its profitability to grow via marketplaces
Contact Us to learn how to keep your brand strategy on the tracks with marketplace distribution control.
Watch This Video Clip to Learn More about Control and Distribution on Marketplaces
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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.