With retail becoming an increasingly digital affair, knowing how your digital assets and brick & mortar assets complement each other is key. We at SFW know a thing or two about making it count where it matters most in retail space, including one of the internet’s largest retailers: Amazon.com. So, we’ve created our omnichannel optimization tips so that you can make the most out of what you have.
TIP 1 - Manage Your Price Across Channels
Amazon is programmed to match price drops and other brick and mortar channels will follow. So, in order to maximize impact, your promotional strategy needs to be balanced. Find ways to add value to your channel partners without dropping the price (GWP, bundled offers, etc.). Or, what one retailer does on Memorial Day could kill your margin across the board from then until Christmas. That'd be a bummer. A really big one.
TIP 2 - Rewards Lead to Loyalty
Giving back is the cornerstone of keeping loyal customers happy and coming back for more. What better way to incentivize these customers to leave positive online ratings and reviews than by giving them the VIP treatment? Try rewarding repeat customers with a behind-the-scenes look at new products. Giving them a special sneak peek will make them feel valued and it’ll save you from listing an item that they won’t rave about online once it’s up for sale!
TIP 3 - Think Outside the Box
It’s time to get creative. Don’t be afraid of thinking outside of the box when it comes to imagining new uses for your product. Take Elmer’s glue—it’s primarily an adhesive tool, but it can also be turned into slime and lots of hours of kid-friendly fun! The more ideas you come up with, the more bargains you’ll come across when you’re bidding on search terms. So, just stop and think: what else can your product do?
TIP 4 - Who's It For?
Ask yourself: who’s your product even for? While you may know the answer, Amazon may not always get it right. Help Amazon sell your product by listing who your target audience is—men, women, children—in online search fields and product descriptions. This way, you can rest easy knowing that your listing is being seen by the type of customer you want to target (and that your sales reflect that!).
TIP 5 - Be Specific
Now that you know how to specify your product’s target audience for searches, it’s time to get the title right. Giving your online listing a boost is all about detail. Be as specific in your product title as possible—the more you can tell potential customers about what you’re selling right in your listing’s title, the more confident you can be that it’s showing up in the right searches. So, if you’re selling a drill, don’t be afraid to tell your customers that it’s an 18-volt cordless drill with an extra lithium-ion battery and charger. Never downplay your product's features, say them loud and proud right there in the title!
TIP 6 - Leverage AMS
Sometimes, we all need a little extra help to get the word out about our product, especially if it’s new. Luckily, Amazon Marketing Services is here to save the day. If you have room in your budget, try paying for your product to show up as an “Amazon Favorite” or recommended item to boost your listing’s views. You won’t regret it. Do you have a new product on the market? All the more reason to leverage AMS so it can get the user reviews and ratings it deserves while standing out among competing products.
TIP 7 - Keywords, Keywords, Keywords!
Want your product to show up in everyone’s searches, no matter where they’re from? Brush up on the latest lingo to be as inclusive with your listing’s keywords as possible. Coming up with different keywords that match your product can be hard, but this strategy is your new best friend when it comes to getting as many eyes as possible to see your product. One man’s grill is another man’s barbecue or smoker, but at the end of the day, they’re all looking to buy the same product you’re selling, whatever you wanna call it!
TIP 8 - Keep It In Stock!
This one’s simple: stay in stock! While this tip seems like a no-brainer, you’d be surprised at how quickly sales decline because of a hold-up in product availability. When your product isn’t readily available at the time of purchase, you lose sales...like...big time. Your listing will even drop in search rankings before you know it. Don’t miss out on easy sales simply because you’re out of product! Staying in stock = staying in the game. It’s as simple as that!
TIP 9 - Train Up!
Sales associates can make or break a sale, which is why they shouldn’t go unnoticed. Now more than ever, chances are that you’re relying on a store associate who knows nothing about your product to sell it in an aisle full of your biggest competitors’ stuff. Make it your mission to ensure that these sales associates are well-equipped with resources such as product knowledge training and service group support. Improving training will help every new hire become your ally and one of your most valuable resources in the field by advocating for your product in stores.
TIP 10 - Product Images Matter
Product images may be the last thing on your mind when it comes to listing your product online, but they can make or break a sale. Think about it: Amazon wouldn’t provide a zoom feature on high res product images if it didn’t help sell more product. There’s a reason they spend big bucks on that precious tool...so don’t let it go to waste! Be sure to upload high-quality images so that you (and your business!) can take full advantage of the tools that Amazon has to offer to drive your sales up. Let Amazon help you sell more by helping potential customers learn more about your product.