YOUR GLOBAL EDI NETWORK

Transcription

1 YOUR GLOBAL EDI NETWORK AMAZON VENDOR PRO TIPS: WAYS TO DRIVE EFFICIENCY AND PROFITABILITY B2BGATEWAY & LEAN CHANNEL MANAGEMENT MARCH 22, 2017 NORTH AMERICA // +1 (401) EUROPE // +353 (0) AUSTRALIA //

2 PRESENTERS Rger Leyden Directr f Glbal Business Develpment Supply & Demand Chain Executive 2016 Supply Chain Pr T Knw Sctt Pann Partner & C-funder f Etailytics 17 years f e-cmmerce marketing experience; 6 years at Amazncm as a Senir Marketing Manager

3 TODAY S AGENDA 1 Abut B2BGateway & Lean Channel Management 2 Use EDI t streamline shipping 3 Use Direct Fulfillment t bst sales ranking 4 Make Vendr Central analytics reprting actinable 5 Reduce average cst f sales in AMS advertising 6 Reduce chargebacks thrugh imprved peratinal effectiveness 7 Shift marketing spend mix t imprve ROI 8 Hw t streamline cntent creatin and management 9 Hw t imprve cnversin thrugh reviews

4 ABOUT B2BGATEWAY B2BGateway has been ding EDI since 1999, ffering EDI and supply chain integratin slutins t thusands f clients acrss the glbe 1999 $30- billin invices prcessed per mnth 25,000+ trading partner relatinships

5 ABOUT LEAN CHANNEL MANAGEMENT We Take an Amazn-Centric Apprach t Accelerate Brand Value Ex-Amazn managers with ver 30 years f team experience LEAN prcess imprvement experts using data-driven decisin making Use metrics analysis and testing t get t rt causes Facilitate delivery f brand prmise We have wrked with ver 200 cmpanies t ptimize their Amazn strategy Intrducing Etailytics (beta) simplifies dwnlading, presentatin, and analysis f Vendr Central metrics

6 WHAT IS EDI? IT SOUNDS SIMPLE EDI (Electrnic Data Interchange) is defined as the structured transmissin f data between rganizatins by electrnic means It is used t transfer electrnic business dcuments such as Purchase Orders, Invices, Advance Shipping Ntices (ASNs), and many mre frm ne cmputer system t anther, ie frm ne trading partner t anther trading partner (1) PURCHASE ORDERS (2) INVOICES (3) ASN Image: Amazn s EDI ntificatin center

7 WORKING WITH AMAZON INVOICE 850 OUTGOING PO / INCOMING SO 855 PURCHASE ORDER ACKNOWLEDGEMENT 860 PURCHASE ORDER CHANGE REQUEST 856 ADVANCE SHIP NOTICE 753 REQUEST FOR ROUTING 754 ROUTING INSTRUCTIONS 846 INVENTORY INQUIRY/ADVICE GS1 128 LABELS GS1 128 LABEL

8 EDI INTEGRATION Yur rganizatin must decide whether yu want t integrate yur EDI slutin with yur ERP/ Accunting Sftware r yu want a Stand Alne web-based prtal slutin Full integratin will remve the need t re-key data, thus in turn reducing errrs and verhead

9 USE DIRECT FULFILLMENT TO BOOST SALES What Is Direct Fulfillment? Amazn s versin f Drpship Integrated with Vendr Central and EDI Separate rders frm POs Primarily used fr heavy r bulky items Bypasses Amazn fulfillment centers N freight deductin REQUIRES VERY LOW ORDER HANDLING COSTS Benefits f Direct Fulfillment Bridges the gap between POs and shipments received As backup, prevents ut-f-stcks Use with new prducts t bst speed t market, search rank, and advertising Prime Shipping message available Requires accurate available inventry updates

10 MAKE VENDOR CENTRAL ANALYTICS REPORTING ACTIONABLE What is ARA Basic? ARA: Amazn Retail Analytics Slwly evlving metrics platfrm Sales and peratinal perfrmance Reprts between high-level and item-level are nt cnnected Item-level data nt saved Trend data limited Make Metrics Actinable Save all reprts n a mnthly basis Calculate nging returns rate Create a TTM trend line Cmpare trend t sales and OOS Add targets t key measures Understand item-level drivers f measures Use Excel, GSheets, r Etailytics

11 What are Chargebacks? Chargebacks are the result f peratinal ineffectiveness REDUCE CHARGEBACKS Often a result f Amazn-generated errrs New chargebacks every year PO Cnfirmatin Rate, Backrder Rate, On-Time Nn-Cmpliance, etc Nt a prfit center--really! Gal is t reduce csts at Amazn FCs

12 REDUCE CHARGEBACKS MOST FREQUENT CHARGEBACKS SOLUTION Early/late delivery Read the chargeback descriptins carefully ASN/EDI vilatin Mdernize warehuse peratins: ERP, EDI, Pick-by- Gun, etc Imprper label Use the frecast Purchase rder vilatin Minimize cartns quantities Pricing errr Shrtage in prduct shipped Cmplete inventry visibility Full integratin between client and Amazn ASN ppulated frm purchase rder autmatically Ticket issue GS1-128 labels created autmatically

13 REDUCE COSTS ON AMS ADVERTISING

14 REDUCE COSTS ON AMS ADVERTISING Successful ads increase share f vice ver time DO NOT END SUCCESSFUL ADS Use manual targeting including negative keywrds Dn t advertise items that appear rganically n page 1 Reduce bids n high-cst, lw cnversin keywrds Use recmmended keywrds/phrases frm reprts Pull campaign reprts and track prgress ver time

15 PRO TIPS ON AMS ADVERTISING Test Headline ads simultaneusly Dwnlad the Spnsred Prduct reprts Use recmmended keywrds/phrases frm reprts Cnsider the lifecycle f yur prducts when advertising Pull campaign reprts and track prgress ver time Spnsred Prduct Ads + Cupns FTW Dn t wrry abut bidding against yurself

16 SHIFT MARKETING SPEND MIX What Marketing is Available? Lightning Deals, Best Deals Discunts, Prm Cdes Cupns AMS Advertising AMG Advertising What Marketing Mix Wrks Best? Base marketing spend budget n % f sales Cnsider prduct lifecycle when budgeting Imprve cnversin by using Vine and A+ Pages Avid Lightning Deals fr lw discunt % Cupns are highly encuraged Use AMG ads fr high-prfile, high grwth ptential items Keep AMS always n

17 STREAMLINE CONTENT CREATION AND MANAGEMENT Use a Prduct Infrmatin Management System Cntent Images Vide ERP Data PIM System Accuracy & Sentiment Amazn Website Walmart Retailer Site Examinatin Optins: Salsify, Merchantry, InRiver, Oracle; develp yur wn in Ggle Drive

18 HOW TO IMPROVE CONVERSION THROUGH REVIEWS Why reviews are imprtant? Gd reviews lead t higher cnversin Even bad reviews can be helpful 16 reviews is the magic number fr many categries Custmers trust in reviews is a pillar f Amazn s reputatin Imprve Cnversin Track and respnd t reviews Use reviews t re-ptimize prduct cntent Lk at cmpetitr reviews Use Vendr Central reprting tl Sign up fr a service like ReviewBx r Sellics

19 MANAGE YOUR AMAZON EDI ACCOUNT WITH B2BGATEWAY CLIENT PORTAL

20 ADVANTAGES OF B2BGATEWAY EDI Saves yu time and streamlines yur business ($$$) Eliminates data entry errrs and chargebacks Increases peratins efficiency and speed Cst savings n labr and excellent ROI Envirnmentally friendly by reducing paper transactins Imprved tracking capabilities, supply chain management

21 Questins Anyne? Please pen yur WebEx Chat Bx t send a questin

22 THANK YOU FOR WATCHING Call USA: Call EMEA: Call APAC: Web: (USA) (IE) (AU) wwwb2bgatewaynet Sales@B2BGatewayNet Call: Web: wwwleanchannelmanagementcm Web: wwwetailyticscm inf@leanchannelmanagementcm