Join us for Ecommerce Innovators, a podcast that brings together the brightest minds in the industry to explore innovative strategies and trends in global ecommerce. We'll analyze what top brands are doing to accelerate their online success and you’ll hear from top executives who are changing the game for their organizations. Our host is John LeBaron, Chief Revenue Officer at Pattern—the premier partner for global ecommerce acceleration.
Laura Cusson, Senior Account and Program Manager at Walmart Fulfillment Services, talks about growth and innovation at WFS. In this conversation, she explains the competencies WFS has developed, the WFS differentiators, misconceptions about WFS and Walmart, and the future of WFS. She shares her perspective about the culture of innovation and how COVID has impacted her current role and WFS.
00:49 Walmart Fulfillment Services
03:25 Laura’s background
07:19 Successes and mistakes
09:39 Developing competencies
12:10 WFS differentiators
14:55 Misconceptions about WFS and Walmart
17:30 Innovation at Walmart
21:19 COVID’s impact on Walmart
22:58 WFS looking ahead
24:31 The long-term viability of the WFS model
28:01 Laura’s advice
Walmart Fulfillment Services (WFS) truly is a partnership with sellers. WFS depends on sellers to provide amazing inventory, and sellers rely on WFS to fulfill for customers. As Walmart scales and continues to grow, they expanded their sellers support system because some accounts need a lot more high-touch and high-effort to succeed, while other accounts may not want as much help. This partnership mentality allows for sellers to get the most out of selling through WFS, while benefiting from the support provided. WFS is not just another platform – it is a service.
WFS can be considered a “startup within Walmart”. Having a young and entrepreneurial spirit, WFS looks at ways to innovate Walmart’s traditional operations. Within the organization, WFS asks questions and analyzes processes in order to become more effective and impactful in the greater Walmart ecosystem. They push boundaries and have become a successful and competitive platform, which builds a great culture of innovation. Laura said that she doesn’t feel like there is a lot of red tape, which helps when making changes and creating culture.
Become a “Yes Person”. When Laura sees an opportunity, she likes to run to it. She approaches tasks with a positive attitude and puts in effort. She checks in on projects regularly, asks for real-time feedback from managers, and seeks to understand the different situations going on around her. By saying yes to new opportunities, Laura is able to innovate in WFS and also grow more in her personal accomplishments.
Listen to the full episode for free on Apple Podcasts, Spotify, or wherever you get your podcasts.
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.