Many successful brands operate on practices that were built around the needs of brick and mortar, and as a result, they don’t have the resources or capabilities to functionally manage their Amazon marketplace strategy. Outsourcing to a number of agencies is a popular option to fill gaps in capabilities — it makes sense to have a marketing company run your ads and a 3PL provider handle distribution. This works but can put brands at a disadvantage in the long run. The more scattered the moving parts of a digital retail strategy, the harder it is to keep everything working together towards a common goal. Things can quickly break down and get out of control.
At Netrush, we believe in a different approach. Investing in a fully-integrated Amazon solution puts brands back in the driver’s seat, meaning everything — ranging from content to marketing to packaging to brand control — is working in lock-step towards a common goal. This approach offers several advantages for brands.
Data Provides a Comprehensive Picture
Amazon as a sales channel can be hard to understand. When a brand’s products are being sold by a host of different sellers — some authorized, some gray market, some unknown — it’s challenging to know what impact the Amazon marketplace has on business. But if a brand can turn that around — meaning all your sales are coming from a single point — you suddenly get a full and clear picture of sales data and product performance. This data can be used to inform marketing, packaging, content, and customer experience.
Knowing what products to promote, where to promote them and when is one of the primary challenges brands face in marketing. Comprehensive sales data provides brands with insight into how products are performing, which can then be used to inform marketing decisions.
Properly managing returns requires brands to have knowledge and control over the returns process. Part of this is knowing why returns are happening in the first place. Having data available on packaging flaws, product descriptions, and customer pain points is essential to properly managing returns and optimizing returns processes.
Dialed content should provide everything customers need to make an informed purchase decision. Product descriptions, photos, feature points, and A+ content should all work together to provide the best possible experience, and in order for that to happen, brands need to have an accurate picture of how consumers are interacting with their content.
Better, Faster Coordination across Business Functions
Brands are dynamic. Business functions change, especially in the world of e-commerce. Maybe a logo gets updated, or a new product line launches. When changes happen, it’s important to be able to seamlessly coordinate across all business functions. This can be difficult when functions are spread out in multiple places, which is why having a single, fully-integrated solution is an advantage — changes can be rolled out across all aspects of an e-commerce business without having to wait on multiple partners.
More Consistency in Brand Messaging
Staying on-brand is an essential part of meeting customer expectations. Brands invest heavily in shaping how they are perceived by their audience. Product photography, copy, and brand identity should all be consistent across a brand’s e-commerce presence. This is especially difficult to maintain on online marketplaces like Amazon.
Amazon listings require a lot of ongoing monitoring and maintenance. Product descriptions can be updated by other sellers, product photography can get mixed up, and responses to customer reviews can vary between sellers.
Having a fully-integrated Amazon strategy means every aspect of brand messaging is handled in one place, giving brands more control over their presence.
Many brands don’t have a digital-first mindset and outsource to a number of agencies to fill capability gaps. Investing in a fully-integrated Amazon solution can help brands navigate the complicated aspects of online marketplaces and gain a leg up over their competitors.
A fully-integrated solution:
- Supplies everything needed — ranging from content to marketing to packaging to brand control — under one roof, which ensures every part of a brand’s online marketplace strategy works in lockstep towards a common goal.
- Provides clean, comprehensive sales data by taking control of product listings. Sales data can be used to inform marketing, returns, and content.
- Allows brands to coordinate changes across multiple business functions in a fast and efficient manner. Changes can be rolled out across all aspects of an e-commerce business without having to wait on multiple partners.
- Delivers consistent brand messaging. Having a fully-integrated Amazon strategy means every aspect of brand messaging is handled in one place, giving brands more control over their representation.
Learn more about how Netrush provides everything brands need to succeed on Amazon by visiting our Account Management page.