Best Practices for Retailer Shopper Marketing
Pradeep Subbarayan
on Sep 05 2018

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:

  • Shoppers utilizing an omnichannel experience (i.e., 82% shoppers research online before buying)
  • Brands morphing into retailers (e.g., Coca-Cola acquiring British coffee chain, Costa)
  • E-commerce companies getting into brick-and-mortar stores (e.g., Amazon acquiring Whole Foods, launching private label brands, and setting up their third Amazon Go store)
  • Brands acquiring e-commerce capabilities (e.g., Unilever’s Dollar Shave Club acquisition)

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.

How shopper marketing COEs can leverage data and learning from the online and offline worlds to optimize the omni-channel experience and improve brand performance

  • Leveraging real-time competitive data such as pricing, promotions to rapidly inform in-store activation
  • Utilizing 3P seller and other 1P brand insights on Amazon to efficiently drive product innovation in-store and at scale
  • Using insights and segmentation from traditional shopper marketing to better inform online product content and paid search

Boomerang POV on Best practices for slotting (search) on Amazon

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.

How brands can win 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

  • Organic: Top factors include content, out-of-stock, lost-buy-box, unavailability of ASINs, CRaP, predicted OOS, and ratings & reviews
  • Paid: Includes promotions, AMS, and Amazon display ads

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

References

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

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