Shopper Marketing - August 2017 - 25

FIVE KEYS TO WIN
Introduce the Right Products

"Winning at Amazon
Think 3Ps: Profitability; Packaging;
Pricing n Amazon encourages
is about getting the
"frustration free" eco-friendly packaging
fundamentals right."
and wants to keep shipping weights
down n Develop a product portfolio with
Tom Murphy, Barilla USA
optimal materials and package sizes for
online sales n Online shoppers seek specialty SKUs, so take advantage of
Amazon's endless shelf
Produce the Right Content
Understand Amazon's specific search methods n Customize each brand's
representation n Optimize the type, number and quality of product images/
videos n First look is key, as shoppers rarely go beyond the first page of
search results n Know when to support A-plus detail pages n Understand
the new rules/restrictions for ratings and reviews

Develop the Right Promotional Plan
Amazon invites brands to invest in every AMS/AMG media vehicle, but some
will work better than others depending on the category n Understand the
role of various promotional vehicles versus brand/category objectives n
Do test and learn; seek expert guidance

Track the Right KPIs
Adjust measurement techniques and expectations for ROI n Adapt ROI
metrics for specific categories and different Amazon platforms n Expand
focus beyond sales/unit volume, and include plan to track/measure online
visibility n Account for Amazon driving online and offline sales n Constantly
re-evaluate performance to account for rapid-fire changes in the space

Get the Right Support
Traditional sales and marketing teams may not succeed in this environment
n Teams must have specific data and technology expertise n Outsource
specific support needs and secure an Amazon "trusted" creative partner n
Consider whether the organization is set up to optimize e-commerce
- Angela Edwards, Catapult
AUGUST 2017 SHOPPER MARKETING y

25



Table of Contents for the Digital Edition of Shopper Marketing - August 2017

Contents
Shopper Marketing - August 2017 - Intro
Shopper Marketing - August 2017 - 1
Shopper Marketing - August 2017 - 2
Shopper Marketing - August 2017 - 3
Shopper Marketing - August 2017 - Contents
Shopper Marketing - August 2017 - 5
Shopper Marketing - August 2017 - 6
Shopper Marketing - August 2017 - 7
Shopper Marketing - August 2017 - 8
Shopper Marketing - August 2017 - 9
Shopper Marketing - August 2017 - 10
Shopper Marketing - August 2017 - 11
Shopper Marketing - August 2017 - 12
Shopper Marketing - August 2017 - 13
Shopper Marketing - August 2017 - 14
Shopper Marketing - August 2017 - 15
Shopper Marketing - August 2017 - 16
Shopper Marketing - August 2017 - 17
Shopper Marketing - August 2017 - 18
Shopper Marketing - August 2017 - 19
Shopper Marketing - August 2017 - 20
Shopper Marketing - August 2017 - 21
Shopper Marketing - August 2017 - 22
Shopper Marketing - August 2017 - 23
Shopper Marketing - August 2017 - 24
Shopper Marketing - August 2017 - 25
Shopper Marketing - August 2017 - 26
Shopper Marketing - August 2017 - 27
Shopper Marketing - August 2017 - 28
Shopper Marketing - August 2017 - 29
Shopper Marketing - August 2017 - 30
Shopper Marketing - August 2017 - 31
Shopper Marketing - August 2017 - 32
Shopper Marketing - August 2017 - 33
Shopper Marketing - August 2017 - 34
Shopper Marketing - August 2017 - 35
Shopper Marketing - August 2017 - 36
Shopper Marketing - August 2017 - 37
Shopper Marketing - August 2017 - 38
Shopper Marketing - August 2017 - 39
Shopper Marketing - August 2017 - 40
Shopper Marketing - August 2017 - 41
Shopper Marketing - August 2017 - 42
Shopper Marketing - August 2017 - 43
Shopper Marketing - August 2017 - 44
Shopper Marketing - August 2017 - 45
Shopper Marketing - August 2017 - 46
Shopper Marketing - August 2017 - 47
Shopper Marketing - August 2017 - 48
Shopper Marketing - August 2017 - 49
Shopper Marketing - August 2017 - 50
Shopper Marketing - August 2017 - 51
Shopper Marketing - August 2017 - 52
Shopper Marketing - August 2017 - 53
Shopper Marketing - August 2017 - 54
Shopper Marketing - August 2017 - 55
Shopper Marketing - August 2017 - 56
Shopper Marketing - August 2017 - 57
Shopper Marketing - August 2017 - 58
Shopper Marketing - August 2017 - 59
Shopper Marketing - August 2017 - 60
Shopper Marketing - August 2017 - 61
Shopper Marketing - August 2017 - 62
Shopper Marketing - August 2017 - 63
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Shopper Marketing - August 2017 - 89
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Shopper Marketing - August 2017 - 140
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Shopper Marketing - August 2017 - 142
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