winning with amazon - nielsen...nielsen & profitero strategic alliance 戦略的パートナー...
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WINNING WITH AMAZON MARK WILKINSON, VP SALES
PROFITERO
AGENDA
1. Introductions
2. No ordinary retailer
3. Global coverage & rapid expansion
4. 6 steps to help you win
5. Summary
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MY JOURNEY AS AN AMAZON CUSTOMER
AMAZON利用者としての私の履歴
10 x
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PROFITERO
Founded by ex-Google and IBM Watson engineers
First to combine digital shelf data with sales data
Flexible, in-house technology to meet complex customer
needs
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5,000+ Online store integrations
450M+ Products tracked
45+ Countries
5 Global Offices Dublin, London, Boston, San Diego & Minsk
Data-driven
Customer-focus
Pioneering
+ NIELSEN & PROFITERO STRATEGIC ALLIANCE
戦略的パートナー
SHOPPER SALES SHELF
DIGITAL PRODUCT CONTENT & MARKETING
PROFITERO - DIGITAL SHELF 360TM
• Benchmark your online position • Build recommendations for improvement • Measure Sales and Share • Optimize your Digital Store
Product Content
Placement
Sales & Share Pricing & Promotion
Assortment & Availability
Ratings & Reviews
Media
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AGENDA
1. Introductions
2. No ordinary retailer
3. Global coverage & rapid expansion
4. 6 steps to help you win
5. Summary
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IT’S A PLATFORM – AUTOMATION, NOT INTERVENTION, IS PRIORITY
自動化が優先されるプラットフォーム
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RELATIONSHIPS HAVE LESS SIGNIFICANCE
関係構築の重要性は低い
Cholsu Joanna
Pierre Katie
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1. Introductions
2. No ordinary retailer
3. Global coverage & rapid expansion
4. 6 steps to help you win
5. Summary
AGENDA +
AMAZON’S INTERNATIONAL REACH +
AMAZON’S INTERNATIONAL REACH +
CONSTANT INNOVATION...
継続的なイノベーション
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1. Introductions
2. No ordinary retailer
3. Global coverage & rapid expansion
4. 6 steps to help you win
5. Summary
AGENDA +
SIX STEPS TO HELP YOU WIN WITH AMAZON
アマゾンで成功するための６つのステップ
6. モニタリングする Keep Monitoring • Your Competitors • Amazon Private Label • Amazon Developments
1. 自社のカテゴリーの基礎を理解する ー 売上とシェアを含む Understand the Basics of your category - including Sales & Share
2. 適切なレンジを作り出す Create the Right Range for Amazon
4. 商品コンテンツを活用してコンバージョンを最大化する Maximise Conversion through Product Content
3. 検索に勝ち抜くため発見されやすさを高める Drive discoverability through winning in Search
5. 常に在庫があること Always be Available
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+ UNDERSTANDING THE BASICS : DIGITAL SHELF ANALYTICS
1. 基礎を理解する：デジタル棚割分析
Beer & Spirits Dog Food Hair Care Make-up Skin Care
Product Rating 4.3 4.4 4.2 4.1 4.3
Product Reviews 67 52 26 28 42
Number of Images 5 3 2 4 3
Average Price ￥3,400 ￥4,007 ￥3,127 ￥2,835 ￥3,957
Prime Eligibility 73% 95% 67% 49% 52%
Subscribe & Save 0% 22% 27% 21% 38%
Source : Profitero’s Amazon Fast Movers December 2016
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Skin Care
Product Rating 4.5 4.5 4.3
Product Reviews 2,310 457 42
Number of Images 6 4 3
Average Price $12.98 £9.28 ￥3,957
Prime Eligibility 56% 62% 52%
Subscribe & Save 34% 17% 38%
Source : Profitero’s Amazon Fast Movers December 2016
UNDERSTANDING THE BASICS : DIGITAL SHELF ANALYTICS
1. 基礎を理解する：デジタル棚割分析
UNDERSTANDING THE BASICS : FAST MOVERS
1. 基礎を理解する：成長しているカテゴリは？
http://insights.profitero.com/Japan.html
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+ UNDERSTANDING THE BASICS : SALES & SHARE
1. 基礎を理解する：売上とシェア
Your sales
Competitor sales
Category sales
Trended Analysis
3P vs 1P
User Interface
Hierarchy Amazon‘s
Amazon + any other (e.g. Nielsen)
CREATE THE RIGHT RANGE FOR AMAZON
2. Amazonでの適切なレンジを作り出す
vs 「無限の通路」で需要と供給のバランスをとる ‘Endless aisle’ moving to balance of demand and profitability 各サービスのフォーマットを念頭に置いて製品を設計する Design products with each format in mind パッケージを最小限にする。 特にパントリーとフレッシュ Minimise packaging; especially for Pantry and Fresh Amazonに製品の特長を紹介する Introduce products unique to Amazon
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Relevance
Sales History
Conversion
Reviews
Product content
Price Availability
買物客にとって魅力的で、かつ、A9用に最適化 されたコンテンツ Compelling content for shoppers AND optimised for A9 キーワードの正しく利用 Use keywords correctly: 検索ターゲットを設定し、継続的なモニタリング Set search targets and monitor continuously
1. Product Titles 製品名 2. Product Bullet Points 製品
の箇条書き 3. Product Descriptions 製品
説明
WINNING IN SEARCH ON AMAZON
3. 検索で勝つ
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MAXIMISE CONVERSION ON AMAZON THROUGH OPTIMISED PRODUCT CONTENT
4. 最適化された商品コンテンツを通じコンバージョンを最大化
Optimising Product Titles
• Brand and
Description • Sub Brand • Material / Key
Ingredient • Colour • Size • Quantity (Pack
Type)
Optimising Product Images
• White background • Brand / Flavour
visibility • Optimise resolution
(for zoom) • Show scale
Optimising A+ Content
• Premium content – Amazon charges a fee
• Video and other rich media
• Involve the shopper • Build trust and
confidence
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ALWAYS BE AVAILABLE ON AMAZON
5. いつでもアマゾンで買える
Amazonの予測と補充のアルゴリズムは完璧ではない... Amazon’s forecasting and replenishment algorithms aren’t perfect...
• 頻繁に不規則な量の注文、少量の注文が発生Frequent irregular order quantities, often in small quantities
• 予測はしばしば将来のプロモーションを考慮しないForecasts often don’t take account of future promotions
• 一度設定されたAmazonの在庫レベルはめったに上がることはない Amazon Stock levels, once set, can rarely be increased
継続的なモニタリングが、 予測精度と製品供給力を向上させ
る
Source : Profitero Analysis
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KEEP MONITORING...
6. 継続的なモニタリング
6. Keep Monitoring
Your Competitors Amazon Private Label
Amazon Developments
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1. Introductions
2. No ordinary retailer
3. Global coverage & rapid expansion
4. 6 steps to help you win
5. Summary
AGENDA +
SUMMARY +
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