Gone are the days when shopper marketing was able to get away utilizing data with a 30 - 60 day lag, developing strategy and insights just for the retail channel, and translating that into activation at a store level.
The line between brands and retailers, e-commerce and offline retailers is blurring and being disrupted at Internet pace driven by the following:
The line between brands, e-commerce retailers, and offline retailers is blurring resulting in more shopper touchpoints, an explosion of data, and shorter lead times that businesses have to meet shopper needs. Shopper Marketing needs to evolve from utilizing 30-60 days old data to develop siloed strategies that only support retail store activation, into an integrated marketing approach leveraging real-time data and insights across all shopper channels.
55% of online shoppers begin their product searches on Amazon. ~80% of clicks happen on the first page of Amazon’s search results. Not ranking in the first page of search results even for a day means your product is not easily discoverable and that has a significant impact on a brand’s share and top-line performance on Amazon.
Brands need to understand, at scale, all the factors affecting search rank, and proactively take action on the most important ones including the following:
1: Gaining a 360 degree view of factors affecting your search rank on Amazon
2: Identifying competitor actions impacting your brand’s performance on Amazon and what you should do about them
3: Prioritizing the highest impact action(s) by ASIN to minimize revenue leakage, gain market share and improve sales
1 - https://www.forbes.com/sites/forbespr/2016/05/25/customers-like-to-research-online-but-make-big-purch ases-in-stores-says-new-retailer-study/#66d2e8e6244b
2 - https://www.recode.net/2016/9/27/13078526/amazon-online-shopping-product-search-engine