Toch network kit amazon4/9/2023 “We wanted to meet where she was,” said Caitlin Brydon, Senior Manager of Amazon Ecommerce for beauty brand Sol de Janeiro at the Amazon seller trade show Prosper. To see proof of this, look no further than Amazon itself, which has acknowledged the need for brands to bring their aesthetic and storytelling onto the marketplace platform, with the ongoing rollout of new tools and branding opportunities such as the “Follow” button and dedicated “storefronts.”įor established brands, being able to customize the Amazon experience to replicate their brand ethos has been critical, and it drives home an important lesson - as you increase the number of channels you sell on, creating a consistent brand experience across those touch points is critical. I spent so many years of my career fighting Amazon that what I really loved about the model of mDesign was just the opposite - it was embracing Amazon and realizing that when you have 70% to 75% of online business happening in marketplaces, why fight it? You have to join in, and you have to figure out how to do it well.” “, don’t sell there, it’ll kill your brand. “ I worked for many specialty brands and department stores where we sort of fought Amazon,” said Stacey Renfro, CEO of the born-on-Amazon home décor brand mDesign. “Be wherever your customers are” has become the mantra of digital commerce, and whether brands and retailers like it or not, their customers are on Amazon. shoppers begin their product searches.īrands haven’t been able to ignore this trend, and now it is more common than ever to see well-known companies selling on third-party marketplaces like Amazon, something that was anathema to many just a few years back. While many new marketplaces have entered the scene in the last few years, Amazon remains the leader of the pack, so much so that it has overtaken Google as the place where the majority of U.S. consumers use online marketplaces, and those marketplaces account for 42% of consumers’ total online shopping spend on average. Third-party marketplaces have taken over the online ecosystem - consumers are drawn to the vast product selection, price transparency and convenient delivery options leading marketplaces to become the primary vehicle for many online shoppers.
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