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June 22, 2018 |

Archive for » June 22nd, 2018«

The myths that keep you from winning on Amazon

Success on Amazon can best be described as a game of tactics, with brands needing to constantly adjust to the practices of new competitors, consumer behavior or changes within Amazon itself.

For companies looking to push their way to the top, or stay there, it can be tempting to minimize the chaos of Amazon by holding on to seeming “best practices” from years past.

Between my work and what I see across the e-commerce landscape, it’s clear that brands need to let go of some of these prior practices to address the current market realities of e-commerce. Additionally, by fostering better interdepartmental collaboration, tactics can better roll up to larger strategic goals and long-term sales growth.

Following are the three myths you need to stop believing in.

1. You only want 5-star reviews

Of course, you want as many five-star reviews as you can get, but across verticals and price points, consumers care much more about the sheer number of reviews on a page rather than the overall rating.

The examples below are from a recent analysis our company made of more than 335,000 tools and home improvement pages on Amazon, along with a consumer survey we conducted in early 2018.

In the first graph, top performers are products in the top 10 percent of Amazon sales rank at that price point, while poor performers are those products in the bottom 10 percent by the same metric. The second chart shows how many reviews people needed to reassure them before they make a purchase.

Click on the image to view a larger version.

Brands should see this as a call to arms for more effectively soliciting reviews from customers in order to grow market share. While there are paid tactics like Amazon’s Vine reviews program or solutions providers that aim to ease post-purchase communication cadence and format, less expensive options can include:

  • Packaging inserts that proactively ask the user to review the product on Amazon.
  • Sending personalized emails to customers a reasonable amount of time after they’ve received the product.
  • Responding to customer questions posted on the product page directly as they come up.

Of course, remember to never exchange products for reviews or risk some severe punishment from Amazon.

2. Delete old or discontinued products

In the brick-and-mortar world, continually rotating in new products to replace old ones on the shelves was a time-tested strategy for invigorating sales. But in digital retail, and the endless aisles that come with it, your new products aren’t competing with your old ones for limited shelf space. Plus, search engines like Google and Amazon’s A9 use longevity-linked aspects like linkbacks and historical click rates to inform search rankings.

Given all this, don’t throw away the relevancy and existing SEO of long-standing ASINs by removing the product page, even if it is discontinued. We’ve even seen brands put “Discontinued by Manufacturer” in the product title, helping push people to examine similar products by the same brand.

Remember that if a customer comes to a discontinued product page via Google, for example, Amazon does its best to keep them on the site and convert, via the “Customers who viewed … also viewed” banner and other calls to action, as seen above.

3. The only Amazon ads worth bidding on are category or similar brand searches

Amazon Marketing Services (AMS) headline search and sponsored product ads are a great way to catapult your products to the top of an Amazon search page, and this makes it incredibly tempting to focus significant portions of ad dollars on those relevant terms with extremely high search volumes on the site. These include category searches (e.g., vacuum cleaner) or competitor brand searches to steal market share.

But with AMS maturing as a whole, those terms are more and more often attached to very high CPCs, potentially crippling overall ROAS. While every brand should absolutely practice due diligence across these relevant, potentially high-volume terms (and protect their own brand searches), successful brands are looking to bid on related terms outside of their specific verticals to drive additional sales at lower CPCs.

At a recent conference, Spencer Millberg of One Click Retail highlighted this example by Moov, a fitness tracker brand, which bid on searches for Speedo to deliver AMS ads for its own swim-focused trackers.

As another example, a headline search ad from The Classic Kitchen showcasing its higher-end kitchen accessories appears on a search for Le Creuset — a brand of high-end pots, pans, Dutch ovens and other cookware.

These more creative uses of AMS — bidding on brand terminology where consumers have essentially self-segmented — is one tactic worth investigating in the continuing goal of driving more sales without blowing your ad budget.

Bringing it all together

It’s worth mentioning that in the aforementioned “game of tactics” on Amazon, the strategic element tying everything together is an organizational structure and process that enables the best possible outcomes. This may include technology or software elements that ease collaboration between internal teams, but there also needs to be a concerted effort for Amazon-focused teams to regularly (e.g., weekly or biweekly) meet and plan with their counterparts in sales, marketing or product development.

Successful brands are overwhelmingly taking this philosophy to heart to help them more effectively address cross-departmental challenges unique to the digital landscape, such as cross-channel inventory management during promotional periods or getting new, robust digital product content ready for launches. These regular check-ins and the organizational alignment they promote can go a long way to ensuring enduring success on the digital shelf.


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.


About The Author

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wzzm13.com | Now’s your chance to get All-Clad cookware at an …

— Our editors review and recommend products to help you buy the stuff you need. If you make a purchase by clicking one of our links, we may earn a small share of the revenue. However, our picks and opinions are independent from USA TODAY’s newsroom and any business incentives.

Editor’s note: All-Clad has extended the VIP Factory Seconds Sale. You now have until Sunday, June 24 at 11:59 p.m. EST to shop.

All-Clad is one of the brands that, when they hold a sale, people lose their minds. While we found other cookware brands that perform better, there’s no doubt that All-Clad is one of the best money can buy.

However, that reliability often comes with a hefty price tag. But thankfully, All-Clad runs a handful of Factory Seconds VIP Sales every year, in which you can find steep discounts that make it much easier to upgrade your cookware. You’ll need to use the code ACJVIP18 to access the second sale of the year and start shopping. This sale runs through midnight (EST) on Wednesday, June 20, so don’t forget to take a peek.

The discounts you’ll find in these sales, which only happen a few times a year, are always impressive. We’re particularly into this 9-inch stainless/nonstick frying pan, which is only $50 right now compared to the full price of $115. There are lots of pots and pans available for similar discounts. And if you’re in the market for prep accessories like mixing bowls and kitchen shears, All-Clad’s got you covered too.

But wait! What does “factory seconds” mean? Basically, these are the products that couldn’t be sold at full price due to minor imperfections like surface scratches and dents. If you want your new cookware to look flawless, this might not be the sale for you. But pots, pans, and the like will get these kinds of marks through normal use anyway, so if you can look past the surface, you can score some amazing deals on new high-end cookware.

Use the code ACJVIP187 to access the All-Clad Factory Seconds VIP Sale

Prices are accurate at the time of publication, but may change over time.

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Steele County Historical Society hosts 32nd Annual Extravaganza

Over a quarter of a century ago, SCHS held its first Extravaganza to celebrate our heritage and to provide a venue to share with our friends and neighbors the crafts and skills of the Steele County community. Join SCHS for our 32nd Annual Extravaganza being held July 15 in the Village of Yesteryear. 

Antique farm equipment enthusiasts will have the opportunity to display their vintage iron as part of the 14th Annual Antique Tractor Show. In addition there will be a parade of tractors, “slow races”, and contests of driving skill. Attendees will have the opportunity to vote for their favorite tractor. (If you are interested in entering your tractor, please contact the Steele County Historical Society at 507/451-1420). The Tractor Parade will be featured at 2:30 p.m.

A new addition to the Extravaganza this year is the SCHS Vintage Sale. There will be a wide range items and perennials available: antiques, dinnerware, furniture, art and more. The sale will be set up on the south side of the Village between the Carriage House and Print Shop. All proceeds from this fundraising event benefit our hands-on educational programming and exhibitions.

Extravaganza is held in the Village of Yesteryear is located on the southeast corner of the Steele County fairgrounds. The event runs from noon-4 p.m. Exhibits include a 19-structure pioneer village featuring the 1868-69 Dunnell House, Carriage House, Print Shop, Schoolhouse, General Store, Saco Church, Firehall, two cabins, a train depot and caboose, Gus’ Station, Blacksmith Shop, the original Owatonna Town Hall, and a Museum of Professions. There will also be free admission to the History Center. The History Center is currently featuring two exhibits: Over Here, Over There: The Great War, and Toys and Play, 1070s to Today.

Visit Facebook, call 507-451-1420, or visit our website www.steelehistorymuseum.org.

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The 7 Best BBQ Accessories You Need This Summer

About Bo Jacober

Bo Jacober has written the “Cool Stuff” column for Willamette Week since 2018. Previously, he worked for WNYC in New York. He splits his time between his home neighborhood of Irvington, and the SW Washington Street halal carts.

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Fun News Friday: Some ‘saucy’ wedding accessories | The Post

Here comes the bride… and she’s eating her bouquet?

If my wedding doesn’t have a pizza bouquet, I’m turning around and walking straight back up the aisle.

Villa Italian Kitchen, a pizza chain based in New York City, offered brides a chance to win an alternative to a bouquet of roses. 

The restaurant allowed couples to enter for a chance to win a handmade pizza bouquet on their website, and although the submissions are now closed, several lucky couples will be partying at their reception with some saucy accessories. Winners will also receive a pizza boutonniere for the groom.

Can you think of a better way say “pie”-do?

Baby deer found in Athens County home

After receiving several tips, deputies in Athens County searched a Nelsonville home and discovered a pet deer in a bedroom.

More fawns are being born this time of year, and when the mother leaves to forage, some local residents may believe the deer was abandoned. They might take the animal into their home to care for it — a practice that is illegal in Ohio. Since the person reported the fawn right away, they will not be charged.

The baby deer was released back into the wild, where it will be reunited with its mother since it was only gone for a day or two. If it cannot find its mother, experts assure another doe will adopt it as her own. 

Raccoon climbs a skyscraper

Earlier this month, a raccoon garnered national attention after beginning his ascent to the top of a skyscraper in Minnesota. 

People around the country were captivated — and stressed — as they kept a watchful eye on livestreams and social media to see what happened next.

Everyone breathed a collective sigh of relief after he reached the top of the building unscathed. He celebrated with a meal of cat food before being taken into custody by wildlife management. 

Here’s hoping he never gives up his sense of adventure.

am877915@ohio.edu

@AbbeyMarshall

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Amazon Prime Day 2018 is coming—here’s everything you need to know

— Our editors review and recommend products to help you buy the stuff you need. If you make a purchase by clicking one of our links, we may earn a small share of the revenue. However, our picks and opinions are independent from USA Today’s newsroom and any business incentives.

July is just around the corner, and while most normal people are getting excited about July 4th barbecues and pool parties and summer vacations, I’m over here eagerly awaiting Amazon Prime Day. The online retail giant’s annual Prime member-only sale comes every July, but they keep the exact dates under wraps to drum up mystery and excitement. And while we’re still awaiting the official announcement, rumors are flying about when the fourth annual event will take place.

Prime Day dates leaked by accident in the UK

It’s looking like Prime Day will come a little bit later this year, potentially falling on July 16-17. Someone at Tech Radar happened to spot a Prime Day banner on the Amazon UK site announcing the sale would run for 36 hours starting on Monday, July 16. The banner has since been taken down, but if the UK and American sites are running the sale at the same time (and why wouldn’t they?) we’re willing to bet this is the plan for the sale. Last year’s Prime Day lasted for 30 hours, and rumors abounded that this year would be a full 48-hour event, so it kind of makes sense the sale duration is right in the middle of the two (assuming the leak was true).

Tech Radar also made a pretty good point that it may have something to do with the World Cup schedule, which makes a lot of sense to me. Who would want to fight for attention when the world is fervently tooting vuvuzelas and cheering on their favorite countries? I mean, have you ever tried to navigate around a group of people watching the games? It’s like threading a needle with rope. So, holding the big sale a few days after the final match seems like a smart move.

What to expect from this year’s sales

This is only the fourth year Prime Day has taken place, so while we have a pretty good idea of what kinds of sales to expect, there’s always a chance Amazon will throw a curveball and do something new.

The one thing I can guarantee is that Amazon will have deals on pretty much all of their devices, so if you’ve wanted an Echo, a Kindle, a Fire tablet, or a Fire TV… wait until Prime Day. These discounts tend to be just a bit better than the sales Amazon runs throughout the rest of the year. I also wouldn’t be surprised to see discounts and sign-up offers for things like Audible, Amazon Music Unlimited, Amazon Fresh, and the like, as Amazon offered special deals if you signed up during Prime Day last year too.

Beyond that, there will surely be a bunch of deals that can be ordered through Alexa, so Echo owners should be sure to ask Alexa “What are your deals?” when as Prime Day gets closer (there are always daily Alexa deals, so it’s good to do this whenever you think of it).

Last year, we saw the most deals on TVs and other electronics, home goods, kitchen accessories, and smart home devices. There were also offers on phones, laptops, wearables, power tools, sporting goods, toys, clothing, groceries, and more. The problem in these categories was that most of the offers were either not very good discounts or not very good products, so the selection of worthwhile deals was much smaller.

The Reviewed team will be working practically around the clock on Prime Day to sift through all the sales and find the best sales on quality products that are actually better than everyday discounts.

How can I get ready for Prime Day?

Prime Day savings are only available for Prime members. If you’re not already enrolled, you can get all the perks of Prime in time for the sale with a 30-day free trial. If you don’t want to keep it (membership is $12.99/month or $119/year), you can just cancel your trial after Prime Day is over. But, you might find that two-day shipping and access to all the other Prime member benefits (including Amazon Fresh, Prime Video, Prime Wardrobe, and more) make the annual fee well worth it.

Once you’ve got Prime, your best bet is to make a list of the items you want and need. This could be general (“I want a good TV at a great price”) or more specific (“I really hope the Instant Pot will be on sale”), but it’ll be extra helpful when you’re looking for offers you actually care about in a sea of discounts and lightning deals. I recommend getting the Amazon app and creating a Prime Day wish list. This way, you’ll get push notifications when something on your list goes on sale.

Are other retailers holding sales too?

The first time Amazon held Prime Day, it was just like any other online retailer sale. But now that it’s gaining more and more traction, other retailers have started running specials that coincide with Prime Day to capitalize on the increased interest in online shopping. The summer tends to be a bit of a lull for retail sales, but Amazon’s annual event gives shoppers the right incentive to buy more this time of year, so it makes sense other brands want in on that cash cow.

We expect plenty of other big-name retailers like Walmart, Best Buy, and Home Depot, as well as niche brands like Sephora, Pottery Barn, and Nordstrom to hold sales around this time too.

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wkyc.com | Now’s your chance to get All-Clad cookware at an …

— Our editors review and recommend products to help you buy the stuff you need. If you make a purchase by clicking one of our links, we may earn a small share of the revenue. However, our picks and opinions are independent from USA TODAY’s newsroom and any business incentives.

Editor’s note: All-Clad has extended the VIP Factory Seconds Sale. You now have until Sunday, June 24 at 11:59 p.m. EST to shop.

All-Clad is one of the brands that, when they hold a sale, people lose their minds. While we found other cookware brands that perform better, there’s no doubt that All-Clad is one of the best money can buy.

However, that reliability often comes with a hefty price tag. But thankfully, All-Clad runs a handful of Factory Seconds VIP Sales every year, in which you can find steep discounts that make it much easier to upgrade your cookware. You’ll need to use the code ACJVIP18 to access the second sale of the year and start shopping. This sale runs through midnight (EST) on Wednesday, June 20, so don’t forget to take a peek.

The discounts you’ll find in these sales, which only happen a few times a year, are always impressive. We’re particularly into this 9-inch stainless/nonstick frying pan, which is only $50 right now compared to the full price of $115. There are lots of pots and pans available for similar discounts. And if you’re in the market for prep accessories like mixing bowls and kitchen shears, All-Clad’s got you covered too.

But wait! What does “factory seconds” mean? Basically, these are the products that couldn’t be sold at full price due to minor imperfections like surface scratches and dents. If you want your new cookware to look flawless, this might not be the sale for you. But pots, pans, and the like will get these kinds of marks through normal use anyway, so if you can look past the surface, you can score some amazing deals on new high-end cookware.

Use the code ACJVIP187 to access the All-Clad Factory Seconds VIP Sale

Prices are accurate at the time of publication, but may change over time.

Category: Cookware Pans  Tags: ,  Comments off