Challenges of Selling on Amazon in a Omnichannel Enviroment | Ant Dawe | Amazon Sellers Conference

Challenges of Selling on Amazon in a Omnichannel Enviroment | Ant Dawe | Amazon Sellers Conference

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  Ant Dawe Lansinoh Laboratories [email protected] Howto Make Amazon Thrive in an Omnichannel Business.
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  A Little AboutMe
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  Self Evaluation
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  Times Have ToChange ● Lots of businesses are still caught up in a prehistoric mindset ● Not giving enough time or attention to online activities ● Finding ways to restrict success ○ Lots of RED tape ● Amazon is one of the biggest accounts in the business ● Simple mistakes are being made, making things harder than necessary ● No willingness to understand what needs to change Only 26%
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  Fix Your LeakyDistribution Network ● What is Leaky Distribution Network??? Sales Team Big Retail Wholesale Independents Consumers Independents Amazon Online Retail Amazon Consum ers Amazon In Store
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  Ramifications ● Loss ofcontrol ○ Continual content changes ○ Dilutes your brand’s message ● Increased competition ○ Decreased Buy Box win % ● Unnecessary Price Wars ● Customer Experience Risks ● Sales Velocity & Ranking ● Loss of Revenue
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  The Fix ● VerticalBlock Exemption Regulation (VBER) ○ Brought important changes to distribution agreements ○ Allows you to control where your products are sold – restrict certain platforms Restrict Where Your Products are Sold ● Create a new or reword your preexisting distribution contracts ● Restrict where your products are sold and advertised ● Reduce self-made competition instantly
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  Fix Your LeakyDistribution Network Sales Team Big Retail Wholesale Independents Consumers Independents Amazon Online Retail Amazon Consum ers Amazon In Store
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  A Fixed DistributionNetwork ● More secure and less competition ● More Revenue ● Clear structure Sales Team Big Retail Wholesale Independents Consumers Independents Amazon Online Retail Amazon Consu mers Amazon BB Win Rate Increased By 280%
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  Operations Daily Challenges OpsTeam Big Retail Wholesale Independents Amazon FBA Vendor International Ave Warehouse picks between 5k - 10kunits / day
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  Operational Efficiencies ● ProcessOptimisation ○ Streamlining workflows to reduce waste and improve speed. ● Automation & Technology ○ Leveraging tools and systems to reduce manual tasks. ● Resource Utilisation ○ Maximising use of time, talent, and materials. ● Continuous Improvement ○ Implementing feedback loops and lean methodologies. ● Cost Reduction ○ Lowering operational costs without compromising quality.
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  Internal Implementations ● Talkto your Ops Team ○ Find out where the bottlenecks are and what is causing them ● Leverage Automation & Technology ○ There are systems to automate procedures on both the front and back of the process ○ Order processing and shipping software ○ Recovery services ● Resource Utilisation ○ Create a specialised team to deal with Amazon orders ○ Detail out clear SOPs to help reduce wasted man-hours ● Cost Reduction ○ Allows you to reinvest money elsewhere
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  Defining Your Channels SalesTeam Big Retail Wholesale Independents In Store Independents In Store Online Retail In Store In Store Online Online Online
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  Amazon #1 Goal ToOffer Consistently Low Prices Across its Platform
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  Problem for AmazonManagers Buy Box Suppression ○ Buy box is continually under pressure from outside factors ASP Erosion ○ Continual lowering of the price eats away at your selling price Net PPM Pressure ○ Decreasing Net PPM puts products at risk
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  Channel Strategy Create aclear plan of what you want to sell where, and why ○ Do research and gather data to support your decision ○ Understand the customer journey Differentiate your Offering ○ Amazon is getting smarter, can’t just rely on count sizes ○ Offer exclusive products ■ Bundles ■ Custom flavours, sizes Try to keep Amazon promotions on Amazon ○ Try and avoid promoting products that will influence prices outside the platform ○ Create and promote virtual bundles ■ Will help raise the AOV
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  Final Thoughts
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  Ant Dawe Lansinoh Laboratories [email protected] Howto Make Amazon Thrive in an Omnichannel Business.