3 pijlers om als merkfabrikant succesvol te zijn in ecommerce - WWV Summer Edition 2021

Transcript

2. 3 key areas to win online As a brand manufacturer
3. About me
4. Shaving? We have it under control R&D Marketing Distribution Large investments behind R&D, Marketing and Distribution
5. Shaving? We have it under control Until they didn’t… Market share Source: Euromonitor
6. Competition on Amazon comes from all angles…
7. Supply Chain & Fulfillment Content & Merchandising Advertising & Marketing Tech, Tools & Insights Strategic Management End-to-end channel management … to counter, a structured approach based on pillars across multiple disciplines is needed.
8. Pillar 1 Logistics: the most undervalued area
9. Own Fulfilment or Contractor Direct (D2C) Consumer Retailers Marketplaces Fulfilment Intermediary Pure Play eGrocery 1 2 3 4 5 eComm has complicated the value chain as consumers flex their demand moments Brand
10. COVID has put additional pressure on the chain: 10 years of eCommerce growth in 8 weeks
11. And then Amazon blocked “non-essential goods” Source: Potoo
12. The curve of online in-stock recovery is costly…
13. …meaning supply needs to be solid and reliable… 1PL 2PL 3PL 4PL 5PL
14. …so dedication is needed to ensure availability. 3PL 4PL Strategic partner managing the supply chain and operations in name of the brand. Could act as merchant of record at POS. Manages demand planning and forecasting.
15. eComm specific packaging helps to avoid chargebacks and efficiencizes operations Tier 3: PFP Prep-Free Packaging Tier 2: SIOC Ships in Own Container Tier 1: FFP Frustration-Free Packaging • Ships in Amazon overbox • No prep required by Amazon • Minimal damage/defect rates • Recyclable packaging materials • Easy to open / Return friendly • Minimal packaging • Ships without Amazon overbox
16. Tier 3: eComm-Ready/Prep-Free Packaging
17. Tier 2: SIOC Packaging
18. Tier 1: Frustration-Free Packaging Standard Retail Blister Packaging Frustration-Free Packaging
19. Pillar 2 Consumer-First Thinking: talk about benefits, not features
20. Winning online does not come easy…
21. …and online & offline best sellers can differ greatly
22. Create content for consumers, not branding… Write content with both humans and algorithms in mind. 1 Understand what solutions consumers are searching for. 2 In the bullet points, focus on user benefits, not product features. 3 Try to limit to 5-6 bullet points for optimal conversion and include relevant keywords. 4 Think mobile: visualize bullet points in images. 5
23. Brand Marketing Shopper Marketing Retail Account Management eComm/D2C Channel Management …while maintaining the balance between brand experience, customer experience & sales…
24. …and be consistent across all channels Remember online is also an orientation channel, heavily impacting offline sales. In the post-COVID world, new online shoppers will stick and develop a new habit. Build unique and consistent in-store and online experiences to drive traffic, encourage discovery and impulse, and increase occasion- based purchases. Segment omnichannel shoppers to target products, solutions, and services to meet a variety of consumer needs.
25. Pillar 3 Retail Media: invest for the long term
26. Conversion Consideration Interest Awareness Retention Referral Each consumer journey is unique
27. Trade and media budgets are shifting channels…
28. …while Amazon is doubling down on advertising
29. LEARN CHANGE • Amazon (US) is piloting with heavily increased promotional slots, pushing down organic results • In order to not lose the game, brands need to increase AMS spent and control bids and keywords …while Amazon is doubling down on advertising
30. LEARN CHANGE • Amazon (US) is piloting with heavily increased promotional slots, pushing down organic results • In order to not lose the game, brands need to increase AMS spent and control bids and keywords …while Amazon is doubling down on advertising
31. LEARN CHANGE • Amazon (US) is piloting with heavily increased promotional slots, pushing down organic results • In order to not lose the game, brands need to increase AMS spent and control bids and keywords …while Amazon is doubling down on advertising
32. LEARN CHANGE • Amazon (US) is piloting with heavily increased promotional slots, pushing down organic results • In order to not lose the game, brands need to increase AMS spent and control bids and keywords …while Amazon is doubling down on advertising
33. LEARN CHANGE • Amazon (US) is piloting with heavily increased promotional slots, pushing down organic results • In order to not lose the game, brands need to increase AMS spent and control bids and keywords …while Amazon is doubling down on advertising
34. Are you sales driven or brand driven? Time Sales uplift over base Sales activation (short term sales uplifts) Brand building (long term sales growth) Short term sales effects dominate 5-6 months Source: Las Binet & Peter Field Marketing Effectiveness in the Digital Era
35. Determine the right KPIs for you and invest to be the winner of tomorrow Long term goal Data Collection CPC CPA ROAS ROAS + ROPO Gross Profit Incremental Profit Recurring Profit Costs Conversion Conversion Value Offline Effect (Gross) Margin Incremental Uplift Consumer Lifetime Value Most brands
36. Wrap up In short eCommerce isn’t just about selling online. It’s an end-to-end experience for consumers. Logistics are the backbone of eCommerce Think consumer first - remove all friction and be consistent across all channels Invest in retail media and aim for long-term success 1 3 2 Key take-aways
37. Thank you www.linkedin.com/in/wismeyer rutgerw@me.com