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.
In this conversation, Ian Stewart, CMO at TOMS Shoes, talks about professional innovation and the evolution of TOMS Shoes. Hear about his early career living on the move, working at iconic brands, the CMO puzzle, implementing change at TOMS, and staying ahead in a dynamic environment. Ian is a marketing leader with global and regional experience at TOMS, UGG, Converse, MTV and Coca-Cola. He’s a Board member of Surfrider Foundation, and supporter of the Food Bank of Santa Barbara.
00:48 About Ian
01:52 Living on the move, problem solving, and career development
04:51 The culture of innovation at iconic brands
07:14 When companies lose the discipline to say, “No”
09:59 Ian Stewart DNA
13:10 CMO puzzle
22:50 Effecting change at TOMS
25:29 Implementation and the evolution of the impact model
32:07 The customer lifeline and staying ahead
Brands who succeed know their DNA. Ian has worked at many well-known companies and thinks that these brands are successful because they know their DNA. They know what makes them who they are, and they know how to take that consistently around the world. Some advice from Ian—hold onto who you are and when you grow, continue to focus on your DNA to be consistent in all markets. According to Ian, innovation is, “...Know who you are, what’s your DNA, and how to extend it properly.”
Do less, and better. What are the top actions that will make the most difference in your company? Focus on doing less and putting more effort into what truly matters. This also applies to life outside the office. Ian has seen amazing changes as he strives to do less, better.
Create your playbook and follow it. There will always be people who try to copy you or brands who seem to be doing something better. Dig deep into your own experiences and decide on your custom playbook. Be confident in your ideas and stick to your plans. Make decisions because they are the right decisions, and avoid quick decisions based on fear. Then, every so often, go back to your playbook and change it when things aren’t working. Your playbook will probably look different for each brand and company, but it will also change as the world changes.
Listen to the full episode for free on Apple Podcasts, Spotify, or wherever you get your podcasts.
Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.
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.