Marketplace Holiday Prep

Transcription

1 Keep Growing Marketplace Holiday Prep

2 Webinar Disclaimer This presentation is 2016 CommerceHub and is for informational purposes only. Although we hope this information is informative, please note that all information regarding CommerceHub s products and services reflects the direction CommerceHub may take, and is subject to change without notice. Any future-looking statements included may not be construed or relied on as a commitment for CommerceHub to develop or deliver anything described in these materials and should not be relied on for decision-making purposes. CommerceHub and the CommerceHub logo are trademarks or registered trademarks of Commerce Technologies, Inc. in the United States and other countries. Other product or brand names and logos are the property of their respective owners.

3 Keep Growing Selina Heckendorf Director of Marketplace Performance at CommerceHub

4 CommerceHub One Connection DEMAND GENERATION NORTH AMERICA S LARGEST RETAILERS, MARKETPLACES AND SEARCH ENGINES ASSORTMENT EXPANSION WAREHOUSES, STORES, DROP-SHIPPERS, BRAND MANUFACTURERS DELIVERY EXPERIENCE NATIONAL CARRIERS, REGIONAL CARRIERS, LOCAL CARRIERS

5 Demand Solutions for all major Channels Marketplaces that Perform

6 Agenda Working through Q4 from Supply to Demand to Delivery Channel Best Practices New Channel Updates

7 Holiday Forecast from National Retail Federation (NRF) Start planning now to execute a smooth and successful holiday season! 30% Percent of sales that holiday can account for retailers annual sales 1 $626B Retail sales expected to grow at least 3.6% based on avg. trends 2 7.1% Online and other non-store YoY retail growth projection 3 Sources:

8 Key Trends in Q Consumer sentiment has been improving since Q2 on a YoY basis Shopping starts as early as September, and shoppers are ready to convert! 2016 is an election year Shoppers are using their mobile devices more than ever throughout the season Free Shipping Day falls on December 16 th this year Hanukkah starts much later this year than last, from 12/24/16 1/1/17

9 Key Trends from Prime Day TOP 3 TACTICS BY GMV GROWTH 1 Fulfillment by Amazon (FBA) SKUs had +17% 2 Free Shipping enjoyed an equally good +17% 3 Lightning Deals saw a +15%

10 Q4 Strategies from Supply to Demand to Delivery Working through Q4 from Supply to Demand to Delivery Channel Best Practices New Channel Updates

11 Supply Management

12 Supply: Areas to Consider for the Holidays Inventory Management & Supply Chain Considerations Inventory management across channels In-store Website Across multiple marketplaces Increased sales velocity Setting inventory thresholds Dealing with potential supply chain issues

13 Demand Generation

14 Demand Generation Strategies for Q4 Drive Visibility Improve Conversion Enrich Customer Experience

15 #1 Pillar of Online Success: Drive Visibility Flaunt What You Got List your top sellers online Include and improve relevant search terms Include product attributes Utilize Amazon s Lightning Deals or ebay s Daily Deals Utilize Amazon s Sponsored Products or ebay s Promoted Listings

16 #2 Pillar of Online Success: Improve Conversion Close The Deal Optimize product content Offer competitive pricing through dynamic repricing Offer Free Shipping Set up promotions

17 #3 Pillar of Online Success: Enrich Customer Experience Make Them Loyal Be customer centric Creating a positive customer experience Help your customers buy Check buyer messages twice a day Get positive reviews

18 Delivery Strategies

19 Why Delivery Matters? Trusted Brand Fulfillment excellence World class customer support Growing Audience 47% of Amazon s total audience and 44% of US Households 1 Members Buy More Spend $1.1K per year, compared to $600 for nonmembers 1 Members Prefer Prime Convert 74% of the time, compared to 13% for nonmembers

20 Prime Product Considerations Increase Buy Box Ownership Through Prime BEST SELLERS HIGH SALES VELOCITY PROFIT MARGIN SIZE & WEIGHT High order volume High page views Items that sell quickly Higher average selling price Avoid bulky & heavy items

21 Key Dates for Fulfillment by Amazon (FBA) OCT 1 st Monthly Storage Fees Take Effect NOV 1 st FBA Box Content Info Required NOV 1 st Reduced Weight Handling Fees until End of Year NOV 7 th FBA Shipments in-time for Black Friday / Cyber Monday DEC 2 nd Last FBA Delivery Date for Delivery by Christmas DEC 21 st Last Day for Prime Members 2-Day Delivery

22 Channel Best Practices Working through Q4 from Supply to Demand to Delivery Channel Best Practices New Channel Updates

23 Best Practices Per Channel: Amazon PRIME 54 million US households 1 VISIBILITY Sponsored Products Search terms PROMOTIONS Free Shipping % off discounts Lightning Deals 1

24 Best Practices Per Channel: ebay DATA QUALITY Product IDs, item specifics & attributes VISIBILITY Maintaining low prices Promoted Listings METRICS Maintaining Top Rated metrics Order Defect Rate Cases Closed w/o Seller Resolution

25 Best Practices Per Channel: Jet IMAGES High quality images Multiple images Swatch images DESCRIPTIONS & BULLETS Descriptions 5 bullets points ATTRIBUTES Attributes such as the size, material, color, assembled dimensions, etc

26 Best Practices Per Channel: Walmart VISIBILITY For Search - Product Name, Images, Bullets, Short and Long Descriptions For Browse - Map to the proper categories PRICING Price Parity Walmart Smart Pricing reports PROMOTIONS Use Badge promotions, such as Clearance or Reduced Use Cart promotions to drive Conversion Peekaboo Price

27 Best Practices Per Channel: NewEgg MERCHANDISING PROMOTIONS Merchandising opportunities ACCESS YOUR PRODUCT PORTFLIO Curate gifting and trending items Mind your pricing stay competitive IMPROVE PRODUCT CONTENT A+ Content Services

28 Customer Service Level Agreements Per Channel 24 Hrs. for questions 5 Business days for claims Hrs. for questions 24 Hrs. for escalated claims Hrs. for questions 3 Business days for claims Hrs. for questions 24 Hrs. for escalated claims Hrs. for questions 24 Hrs. for questions 48 Hrs. for claims

29 2016 Key Holiday Dates NOV 24 th Thanksgiving NOV 25 th Black Friday NOV 28 th Cyber Monday DEC 12 th Green Monday DEC 19 th Deadline for Standard Shipping

30 New Channel Updates Working through Q4 from Supply to Demand to Delivery Channel Best Practices New Channel Updates

31 Requirements Per Channel: Amazon FBA FEE CHANGES FBA fees will be increasing during peak periods SHIPPING TEMPLATES Shipping Templates allows you to set different shipping regions, transit times, or rates. RETURN POLICY CHANGE Many 3P Sellers will now have returns automatically authorized by Amazon. Requires package weight and dimensions be included in your channel feed

32 Amazon s New Auto Returns Policy How are seller-fulfilled orders impacted? Returns will be automatically authorized by Amazon with prepaid shipping Will my return costs increase? Return costs and handling will vary Reason Code Product Exemptions Return Policies How can I prepare? Applying for exemptions beginning this month. Submit shipping weight and dimensions to Amazon Ensure that your return address is correct Items sold after Nov 1 st will be returnable until Jan 31 st Use plain English in policies. Set expectations for consumers. Be prepared for returns!

33 Fall Seller Updates: ebay STRUCTURED DATA Product identifiers (UPC, GTIN, ASINs, Google ID, Private Label IDs) required by Feb 2017 ACTIVE CONTENT After June 2017, Active Content (custom HTML) will no longer be allowed METRICS IMPACT CHANGE Starting on October 20 th, ebay will provide a 90 day grace period to improve metrics

34 Walmart and Jet We re looking for ways to lower prices, broaden our assortment and offer the simplest, easiest shopping experience because that s what our customers want, said Doug McMillon, president and CEO, Wal-Mart Stores, Inc. We believe the acquisition of Jet accelerates our progress across these priorities. Walmart.com will grow faster, the seamless shopping experience we re pursuing will happen quicker, and we ll enable the Jet brand to be even more successful in a shorter period of time. Our customers will win. It s another jolt of entrepreneurial spirit being injected into Walmart. Doug McMillon President and CEO of Wal-Mart Stores, Inc.

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