IRCE 2014: A Retailer’s Tips for Amazon Success

June 11, 2014

Marketplaces ChannelAdvisor By ChannelAdvisor

Retailers often ask us how they can take their Amazon business to the next level. How do you turn
your existing Amazon presence into a booming money maker? Although improving your Amazon
strategy isn’t as simple as following a rainbow to a pot of gold, we can help you set a colourful path to meet your specific goals. One ChannelAdvisor customer, Nathan Gordon, addressed just this at a session yesterday at IRCE 2014. Nathan Gordon

Gordon, CIO of Christmas Central, spoke about how ChannelAdvisor’s solutions helped his business stand out among the sea of sellers and products on Amazon. Using ChannelAdvisor Digital Marketing and ChannelAdvisor Marketplaces, Christmas Central has increased its sales on Amazon. Gordon summarized Christmas Central’s Amazon strategy in seven techniques:

  1. Advertising: In an ideal world, you’d sell everything direct from your site. Trying to beat out the top dogs for SERP placement and traffic can drain both time and money. That’s where marketplaces play a role. The more eyes you have on your products, the more you’re going to sell. Cha-ching!

  2.  Product Mix: Offer a unique product selection. If you carry what everyone else is carrying, then the only way you win is on price.

  3. Branding: Take advantage of Amazon Brand Registry. By branding products, you ensure that they’re unique to you and that you’re in control of the listing. Not to mention, it’s a great way to build customer loyalty.

  4. Product Listings: Make your product listings clear and concise. Don’t use the manufacturer’s description (or a competitor’s). Add your own flavor and make your descriptions and titles reflective of your brand. Also, don’t forget the details. The clearer your descriptions, the fewer questions and returns.

  5. Pricing: Price your products competitively. Find the sweet spot between the selling price and free shipping. Customers on Amazon are used to free shipping, but free shipping for shoppers doesn’t mean free shipping for retailers. Don’t price yourself out of the market by adding shipping to the cost of your item.

  6. Customer Service: Your customer service should be as good or better than Amazon’s. Pay close attention to your metrics, product reviews and satisfaction ratings.

  7. fulfilment: Use multiple carriers to get products to the customer fast and with minimal costs. By watching your fulfilment costs, you can price your products more competitively.

Gordon closed by emphasizing the importance of customer satisfaction and planning ahead. Each retailer has that one time of year that goes by in a whirlwind, but don’t forget about the ebb and flow of your business. It may cost you before season, but it will save you money during peak season. Also, happy customers are repeat customers!

 To find out more about Christmas Central, take a look at their case study.


Blog post by Jordan Nowlin, social media and blog manager, ChannelAdvisor

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