Shopper Marketing - August 2017 - 30

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HEADINGREPORT
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vehicle. More than half (55%) of all product searches begin at Amazon.com (almost twice the rate of Google), regardless
of whether the purchase is made online
or in a store, according to BloomReach
research. Furthermore, 90% of consumers either "always" or "often" check Amazon's listings even if they found the product they're looking for elsewhere. The
reverse is also largely true, as 70% of consumers check products they've found on
Amazon on other e-commerce sites.
Thus, Amazon.com has become the primary destination for information related
to purchases, and it is having an increasing
influence on decisions that impact both
online and offline sales. Already, Amazon
ranks fifth in total unique monthly visits
among all multi-platform web properties
(including news and entertainment sites)
in the U.S., behind only No. 1 Google, Facebook, Yahoo and Microsoft, per IRI.
This reality will only deepen as consumers further integrate digital tools into their
shopping practices, allowing them to toggle easily across information and buying
sources. The digital medium will influence
up to 77% of all retail sales this year, which
equates to a value of more than $2 trillion,
according to the 2016 U.S. Shopper Survey from Clavis Insight. Currently, more
than 76% of all shopping trips begin online. Nearly two-thirds of Millennials shop
online on a weekly basis, and 84% of 35to 54-year-olds shop online monthly, per
the survey. (See sidebar on page 26 for
more on Amazon's edge with Millennials.)
30

y SHOPPER MARKETING AUGUST 2017

Amazon's expansive digital platform is
more than just about exposure or reach:
It creates an opportunity for brands to
engage with customers through content,
enhancing customer relationships and increasing conversions. Such tactics may
prove especially beneficial for marketers
in high-involvement categories. Luminess
cosmetics, for example, populates its detail pages for the brand's premium airbrush system on Amazon.com with relevant product information, high-resolution
color photography and professional-looking video demonstrations of the makeup
application technique.
"The goal is to create easy-to-understand content that explains, demonstrates
and highlights the features and benefits of
airbrush cosmetics," says Mark Bardwell,
vice president of sales (North America) at
Luminess Air. "We regularly work with our
agency partners to audit competitive and
Amazon-owned brands in order to determine best practices. Being open and selfcritical helps us adapt and better position
ourselves to capture the next generation
of Luminess customers."
In the next phase of Amazon's growth,
it may become a media company in the
strictest sense. Amazon is developing a
sophisticated set of advertising tools and
wants to significantly grow its ad business, though it has a long way to go before it can challenge Google and Facebook. According to eMarketer, Amazon's
share of the U.S. digital advertising market was less than 2% last year. However,



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
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