Head of Salmat eCommerce, Ben Popplestone recently attended the Magento Imagine 2017 event in Las Vegas which brought together 2500 eCommerce experts from 45 countries to discuss the latest in online retail. A hot topic at the event was the expansion of Amazon into new markets particularly ours, Australia.
After hearing from some international experts who have been working in an Amazon market for years, Ben has built a checklist of seven key strategies all retailers should consider in preparation for the arrival of the US giant. These strategies include:
01. DELIVER ENGAGING, NICHE CONTENT
02. OFFER SPECIFIC SEARCHABLE PRODUCT FEATURES
03. UTILISE PERSONALISED EMAIL MARKETING
04. TAKE ADVANTAGE OF SUBSCRIPTION SERVICES
05. EXPLORE LICENSING AND EXCLUSIVITY DEALS
06. CAPTURE AMAZON’S AUDIENCE THROUGH PROGRAMMATIC ADVERTISING
07. START YOUR OWN AMAZON STORE
To this list of 7, we’ve added an equally important 8th strategy;
08. GET YOUR BRANDING IN ORDER
One of the most consistent trends we’ve seen over the last decade as competition in every segment becomes hotter is that those brands who have failed to build a meaningful and differentiated market proposition are the first to fall when a segment is disrupted. Many category leaders from telecommunications to retail who’ve built there brand on a low price proposition has been decimated by a new player who takes price and value to a new level.
This is the conundrum facing businesses in the many categories Amazon will compete for in Australia. For those businesses, now is the time to begin building a differentiated brand value proposition that will withstand the arrival of Amazon, and provide a platform to grow your business into the future.
Click here to view the detailed checklist, or if you want to talk to Salmat about how they can help you prepare call 1300 725 628.
If you need to reconsider your brand positioning in light of Amazon’s impending arrival, give us a call on 03 9693 0000 for an obligation free brand diagnostic session, project scope and quote.
Pic courtesy Salmat.