Shop.org 2017 Bryan Eisenberg, Eisenberg Holdings Rami Odeh, TPN

1. A TPN WORKSHOP / SEPTEMBER 2017
Winningwith
Amazon
1

2. AboutAmazon

3. 3
A. Understand and responding to shopper behavior
B. How users shop the platform is just as important
as who they are
C. Through understanding you can influence behavior
D. Create actionable plans that can make a more
immediate impact
“Amazon is not a retailer
anymore; it is the largest
behavioral marketing
company in the world.”
- Yaakov Kimelfeld, Chief Research Officer,
Kantar Media Compete

4. Myth vs. Reality
Myth: Amazon is just another retailer

5. 55% of product research that led to a purchase
started on amazon.com
28% of product research that led to a purchase
started on search engines
5
Amazon is the preferred starting point for product search

6. Myth vs. Reality
Retailer Research Destination
Digital Content Provider Marketing Channel

7. AmazonApproach

8. Shopper Brand
Amazon
Amazon
Success
Shopper
- Lives in Multiple Modes
- Understand Their Needs
- Know How to Reach Them
- Build Affinity
Brand
- Brand Awareness
- Brand Affinity
- Drive Conversion
- Drive Loyalty
Amazon
- Customer Centricity
- Continuous Optimization
- Culture of Innovation
- Corporate Agility
8

9. Understand the Amazon shopper in all of her modes, across the path to purchase
9
Understanding the Amazon Shopper (example)

10. Understanding Amazon’s Needs
Yes, the flywheel
Also, the modified wheel
But what about SVS?
What about Vendor Mgr?
Is there a Win Win?
10

11. Shopper Brand
Amazon
Amazon
Success
11
Shared success is possible, but most importantly, your brand can thrive
Shopper Brand
Amazon
Amazon
Success

12. Winningat
Amazon

13. Contactusforafreeproduct
healthscore
JoeScartz
Joe_Scartz@tpnretail.com
@jascartz
RamiOdeh
rami_odeh@tpnretail.com
@etailninja

14. 14
First: Know Where You Stand
Questions to @jascartz

15. A score rating between 0-10 that is calculated SKU by SKU which based on various criteria involved with a product’s
overall representation on the Amazon platform.
15
PRODUCT HEALTH SCORE
0 101 2 3 4 5 6 7 8 9

16. Search Engine Optimization
Third-Party
Creative
Inventory
Merchandising
16
PRODUCT HEALTH SCORE

17. Reach out to TPN for Free Product Health Score for certain
products.
17
PRODUCT HEALTH SCORE

18. 18
Evaluate Creative

19. 19
CREATIVE
Winning Creative Should
Follow 3 Guidelines

20. Monitor creative feedback
20
CREATIVE
Monitor

21. Optimizing Your Creative
Leverage learnings from creative feedback to develop better creative
21
CREATIVE

22. 22
Manage SEO

23. Foundation Building
SEO consists of multiple parts quantitative and qualitative.
One is a checklist, the other is effectiveness.
23
SEO

24. 24
SEO
Monitor
- Search rankings
- Reviews over time
- Competitive organic
rankings

25. Use Paid to compensate for what you are lacking in organic, until you fix organic.
25
SEO
Run Keyword Campaigns
Over time we want to own traffic more than lease traffic

26. 26
SEO
Optimize
- Adjust title, key bullet copy, terms and attributes
- Take results from paid search (impressions, clicks, sales) and integrate top
performers into organic listings

27. 27
Manage Inventory

28. Why is it important?
No inventory = No sales
Past Sales impact future forecasts
Avoid OOS Spiral of Death
Forecasting
28
INVENTORY MANAGEMENT

29. 29
INVENTORY MANAGEMENT
Use similar “look-alike”
products history to determine
inventory baseline.
Leverage Amazon’s ARA
Demand Forecast

30. Monitor Demand Forecast Weekly
Monitor Price
30
INVENTORY MANAGEMENT
Levers

31. Consider:
-Price Beta
-Past Marketing Data
-Past Merchandising Data
31
INVENTORY MANAGEMENT
Optimize

32. 32
Third Party Awareness & Management

33. Why is it important?
Impacts
Price, Inventory, Brand Image, Reviews, and Sales.
3rd Party Sellers Awareness & Management
33
THIRD-PARTY

34. 34
Build an Excellent
Foundation
THIRD-PARTY

35. 35
Monitor
- Monitor third-party sellers
- Reviews
- Inventory
- Counterfeit claims
- Lost buy box%
THIRD-PARTY

36. 36
Best-in-Class Merchandising & AMS

37. Building an excellent foundation
Leverage tools and past campaign data to build an effective AMS campaign.
37
MERCHANDISING / AMS

38. Continuously Monitor
AMS Reporting
Don’t only monitor the
standard report, make
sure you are monitoring
Delta over time.
38
Monitor
tMERCHANDISING

39. 39
tMERCHANDISING
Levers
- Modify CPC, and
products based on
effectiveness

40. 40
tMERCHANDISING
Optimize

41. JoeScartz
Joe_Scartz@tpnretail.com
@jascartz
RamiOdeh
rami_odeh@tpnretail.com
@etailninja

42. Appendix

43. Launcha
newproduct

44. Negotiations

45. ChannelMapping

46. THANKYOU 46