Amazon: friend or foe?
This presentation looks at the ways to work with Amazon, its opportunities and threats for brands and the winning distribution strategies for you.
2. 2
Everyone is familiar with Amazon
-
The Marketplace
-
Amazon is valued at around 1 trillion dollars, as of
february 2020.
Business Users
3. 3
A logistics infrastructure
-
50Prime Air planes, Fulfillment by Amazon
Beyond the marketplace, an e-commerce ecosystem
-
Business Users
An ever increasing and
accessible inventory
-
Amazon Business & Amazon Basics
Deeply rooted customer
interfaces & services
-
Alexa, Dash, Prime
4. 4
Most sold product segments Fastest growing product segments
What are the best selling products on Amazon?
-
Home & Kitchen
> 5,5B$
Publishing
> 5B$
Sports & outdoors
> 4B$
Consumer electronics
> 8,5B$
Luxury Beauty
> 400M$
Pantry
> 500M$
Grocery
> 1,5B$
Furniture
> 1,5B$
YoY
47%
YoY
38%
YoY
33%
YoY
33%
6. 6
Anker is a Chinese company selling electronics, like
smartphones and laptops chargers.
Do you know Anker ?
-
M $ of total sales in 2017567
Bn $ valuation in 2017+1
7. 7
At the beginning, Anker was…
-
A simple product page on Amazon
In 2011 Steven Yang created Anker and commercialized
its first charger on Amazon marketplace. Knowing the
nuts and bolts of the platform, Steven Yang quickly
makes Anker the best ranked smartphone charger of the
marketplace. Only 1 year after its launch, more than
1000 orders are passed every day.
9. 9
Amazon is part of millions of customer’s daily usages
150 M Amazon Prime
subscribers 64% of US households
are Amazon Prime
members
55 % of product research
are initiated via
Amazon US
10. 10
And it works for millions of SMEs in the world
300Knew SMEs started to sell their
products on Amazon in 2017
40M
of products were sold by
SMEs during prime day 2017
(+60% YoY)
140KSMEs made more than
100.000$ of Total Sales on
Amazon in 2017.
12. 12
Amazon sped up the fall of Toys“R”Us
-
Why is Amazon responsible ?
In 2000, the world toy champion makes a strategic mistake and signs a
10-year contract with Amazon to become its official toy supplier. In
return, Amazon demands, among other things, that the company
abandon its website, pay it $50 million a year, plus a percentage of
sales.
But Amazon does not respect its exclusivity contract and is expanding
its offer by bringing new toy retailers into its marketplace. Toys "R "Us
takes Amazon to court and gets $51M in 2006. The company can then
launch its own sales site, but will not manage to catch up.
references
100K8K
references
13. 13
Amazon weakens Hachette for about 8
months of negotiations
-
Why is Amazon responsible ?
In 2014, Amazon wants to implement a single price of $9.99 for e-
books in the United States. Hachette refuses to lose its margins.
Amazon then takes retaliatory measures: longer delivery times,
impossibility to make pre-orders, while Hachette relies on press
actions and influential groups.
After 8 months of arm wrestling, Hachette finally retains control of its
prices while having financial incentives to lower its prices (more
visibility in the event of a promotion).
14. 14
Whether I should go on
Amazon ?
What should you do ?
-
Better than knowing
How to play with
such a giant ?
The real question is
15. 15
Websites describe unethical
practices of some vendors
But Amazon’s threat is just one threat among others over the marketplace
-
Solutions are emerging to help
companies to choose the best products
for sale on Amazon
16. 16
Risks related to the platform
intermediation
Opportunity cost of not being listed
on the platform
• Access to a database of more than +310 M
active clients and +100M Prime
subscribers
• Facilitated geographic expansion
• Ease of execution and low entry barriers
• Margin deterioration
• Increased competition and price pressure
• Dependency to a third party
• Brand image deterioration
• Loss of client direct contact and data
Amazon, blessing or curse for my business ?
-
17. 17
3 Steps
to efficiently think about your distribution
strategy at the age of Amazon
Get to know them !
Know yourself !
Connect : chose the best connection
mode
1 -
2 -
3 -
18. 18
1 Get to know them !
Amazon, Ok but which one ?
20. 20
Other customizable formats allow a better brand image management -
E-Boutiques on Prime Now Amazon Branded Store on the marketplace
21. 21
And a galaxy of tools allowing Amazon usage to be very modular
-
Amazon Echo Advertising Amazon Pay
Interact with clients in
a personal way and
offer them original
experiences.
Convert more
visitors into
customers on my
own website thanks
to Amazon's
payment brick.
Amazon Dash
Create recurrence
for convenience
and everyday
purchases.
Fulfilment
Outsource the
preparation, packaging
and shipping of goods to
customers. Amazon also
manages product
returns.
Find, capture and
engage customers
along the way
through advertising
solutions.
22. 22
Take advantage of my customers' interactions with Amazon touch points :
Amazon Pay
-
Allsaints has integrated
AmazonPay into its e-commerce
site, reducing its checkout time
by 70 seconds.
The results are there because
Allsaints has seen 24% of its
customers using the Amazon
Pay solution and observed a 15%
increase in their average
shopping cart.
24. 24
Is my value proposition compatible with Amazon distribution ?
-
Coca-Cola is above all an emblematic product
and brand, whatever the distribution channel.
Coca-Cola does not differentiate itself through a
specific distribution strategy or customer
relationship. Distributing on Amazon then presents
the same constraints as distributing through its
usual distribution channels.
25. 25
Is my client relationship part of my value proposition ?
-
Chewy maintains an intimate relationship with its
customers through a personalized 24-hour telephone
customer service and the sending of personalized
words (birthday cards, words of condolence) at major
events that mark the lives of pet owners.
As advice is not very present in the Amazon
experience (the user is left to his or her own devices
and customer service is limited to after-sales service),
it would not be advisable for Chewy to distribute
its products on Amazon.
26. 26
Is my product distribution part of my value proposition ?
-
Dollar Shave Club offers a unique shopping and delivery experience that cannot be experienced through the Amazon platform at this
time. The customer subscribes to Dollar Shave Club and receives their razors on a recurring basis at a frequency they have previously
determined, and the unboxing experience captures the brand's offbeat universe and gives the customer a sense of belonging to a community.
27. 27
Is my positioning compatible with Amazon distribution ?
-
While Monoprix was signing a partnership with Amazon, Michel-Edouard Leclerc did not deny having been approached as well, but
explained that this was not compatible with Leclerc's positioning.
“Amazon has become synonymous
with accessibility, in terms of price
and availability, and this is
something we have been saying for
30 years. ”
Michel-Edouard Leclerc, CEO of Leclerc
“We prefer to be distributed
on our own rather than
to let Amazon take over
our commercial image ”
Michel-Edouard Leclerc, CEO of
Leclerc
Conversely, Leclerc continues to work on its competing offer
from Amazon: The Drive which represented a considerable
growth relay for Leclerc is now completed by the Pedestrian
Drive.
29. 29
Monoprix, an access to the French food retail for Amazon
-
Monoprix launches on Amazon Prime Now: more than 6,000 products are now available for delivery within a two-hour
time slot for Parisians who are members of Amazon Prime.
Monoprix’s value
for Amazon
• A partner in a new market in
growth: food in France
• Purchasing power
• Premium positioning
What Monoprix negotiated
• Same prices than those on Monoprix.fr
• A dedicated e-shop
30. 30
Sears Auto Center offers a physic distribution network to Amazon
-
The U.S. distribution group has announced that its Sears Auto Centers will offer a full installation and balancing service for any tire
purchased on Amazon: the customer selects their tires, their Sears Auto Center and the desired date and time for the tire installation and Sears
will contact them to confirm the appointment.
The value of Sears
for Amazon
Growing in a sector that requires a
physical distribution network to
develop
What Sears
negotiated
Maintaining customer relations
and obtaining customer data: here Sears
auto center is not disintermediated
by Amazon while the Sears group is in
trouble.
31. 31
Still, negotiating with Amazon is not an
easy task.
-
Nike succeeds in obtaining a commitment from Amazon to
proactively combat counterfeiting by itself removing unauthorized
distributors from the platform rather than waiting for complaints from the
brand, while this is denied to the Swatch Group.
Bn $
of Total
Sales
in 2017
34
8
Bn $
of Total
Sales
in 2017
32. 32
3 Connect: chose the best
connection mode
Which strategy delivers on Amazon ?
33. 33
Nike.comShould-I distribute all
my product portfolio ?
-
Nike only distributes a selection
of entry-level products
on Amazon and prefers to distribute
its top-of-the-range products
and the most personalised in its own right
Nike on Amazon
34. 34
Are my products at risk in front of Amazon Retail ?
-
In 2016, Amazon launches a notebook stand very similar to the one from Rain Design, best seller
on the platform for 10 years with a 5-star rating for 2500 customer reviews, and markets it at half the
price, thus degrading Rain design's sales and margins.
% of Amazon Basics’s
products have a higher
grade than 3,5
Amazon Retail, a key pillar of Amazon’s
strategy
Amazon analyzes feedback from users of
all the products to develop perfect products
and competitors.
Objective :
To sell its own products and increase its margins
96
$
43
$
20
35. 35
Review my product portfolio, to better understand what I can distribute on
Amazon ?
-
FABERNOVEL has been commissioned by RAJA, the
leading European distributor of packaging products, to
carry out a study on the impact of Amazon Business.
● What threat does Amazon Business represent
for a player like RAJA?
● Can or should RAJA distribute its products on
this platform?
To answer these questions, FABERNOVEL worked with
RAJA on the redefinition of its value proposition
(between commodities distributor and logistics service
provider) and thus helped RAJA to identify which
activities are most at risk with respect to the Amazon
Business model.
36. 36
Are my products already
distributed on Amazon by
third-party vendors ?
-
LVMH refuses to market its products on Amazon
because it would degrade their brand image.
However, some products are already offered on
Amazon by third party vendors.
Why not market your products yourself and
thus control your brand image through
product descriptions and regain margin?
37. 37
Only distribute on or co-
create with Amazon ?
-
In November 2017, Calvin Klein partners with
Amazon and creates an exclusive collection
available only on Amazon and in pop-up stores in
New York and Los Angeles.
A unique experience is offered in the pop-up stores:
the underwear is customizable, prices are
adjusted in real time as on the Amazon site and
the customer can see it by scanning the product's
barcode, and the fitting rooms are equipped with
an Amazon Echo allowing the customer to ask Alexa
questions or control the light in the rooms.
38. 38
How can Amazon enrich my customer
experience ?
-
Volvo has partnered with Amazon UK in the summer of 2018 to offer
a seamless customer experience: have a Volvo V40 delivered to your
home free of charge for a test drive.
Amazon Prime members living in London, Birmingham, Manchester and
Edinburgh were able to try the Volvo V40 for free by simply choosing a
slot on Amazon.
The car is delivered to the front of the customer's home by a Volvo
specialist who then accompanies the customer for a 45-minute test drive.
40. 40
3 reflection steps to efficiently think about its distribution strategy at the
age of Amazon
-
Get to know them1
Know yourself2
Connect3
Connect
to existing
networks
Create
your own
networks
Easy to do
Hard to do
High
value
Limited
value
41. 41
Get to know them1
Know yourself2
Connect3
Connect
to existing
networks
Create
your own
networks
Easy to do
Hard to do
High
value
Limited
value
3 reflection steps to efficiently think about its distribution strategy at the
age of Amazon
-
42. 42
Some key figures to have in mind on e-commerce and Amazon in
France
-
30MOnline shoppers in France
(+3% YoY)
29MUVPM on Amazon FR
(+23% YoY)
4MUVPD on Amazon FR
43. 43
$83,7Bn
+23% YoY$38,5Bn
+42% YoY
$6,7Bn
+130% YoY
Amazon ranks third behind Google and Facebook for advertising
spendings
-
World advertising spendings Q1-Q3 2018
Source : announcements of financial results from several sources
45. 45
Amazon, does it only concern those selling on the platform ? Not only…
-
2 categories of vendors in Amazon’s vision
Endemic vendors
= Those selling on Amazon
Non-endemic vendors
= Those not selling on Amazon
46. 46
Earned
media
growth
You already know Amazon’s flywheel, it also works for media
-
The classic triptych Paid, Owned, Earned can also be found on Amazon.
The most important component is Earned Media and in particular
ranking on research results.
Paid
media
Owned mediaEarned media
47. 47
What is Paid / Owned / Earned equivalence on Amazon ?
-
Paid media
> Sponsored Products
> Sponsored Brands
> Product Display Ads
> Amazon Display Ads
Owned media
> Products description
> Amazon Stores
Earned media
> Ranking search
> Consumers comments and
grading
> Recommandation widget
48. 48
What are the available levers to use Amazon ?
-
Endemic vendors Non-endemic vendors
✓ Paid media
✓ Owned media
✓ Earned media
✓ Paid media
✘ Owned media
✘ Earned media
49. 49
Let’s start with Paid Media, there are 2 main families of Amazon
advertising products
-
RETAIN
CONVERT
ENGAGE
REACH
Generate new long-term
demand
Generate new demand in the
short term
Valuing existing demand
Reactivate a past request
AmazonSponsored
Ads
AmazonDisplay
Ads
Objective Format
50. 50
Amazon Sponsored Ads comes in a variety of 3 formats :
#1 Sponsored Products
-
Mode of purchase
● CPC bidding
Targeting
● Key words
● Automatic
51. 51
Amazon Sponsored Ads comes in a variety of 3 formats :
#2 Sponsored Brands
-
Mode of purchase
● CPC bidding
Targeting
● Key words
52. 52
Amazon Sponsored Ads comes in a variety of 3 formats :
#3 Product Display Ads
-
Mode of purchase
● CPC bidding
Targeting
● ASIN
● Product category
53. 53
Amazon Sponsored Ads, how do you buy some ?
-
Pay Per Click
Self-service
platform
Stock
management
Lost buy Box
Benchmark :
€0,5 CPC
54. 54
The Buy Box, what it is : here Garnier benefits from the Buy Box
-
55. 55
In case of a Lost buy Box, the brand is not the one listed on the button,
but a vendor.
-
56. 56
The Buy Box is the number #1 sales
contributor
● Percentage of perfect orders: 95%.
● On-time delivery: 97%.
● Percentage of order traceability: 95%.
● Late delivery rate: <4%.
● Cancellation rate: <2.5%.
● Delivery time: <14 days
● Customer response time: 90% of responses within 24
hours
Eligibility criterias
to the Buy Box
La Buy Box, why it is important, and how to minimize the rate of Lost
Buy Box
-
Sources : XSellco, CPC Strategy
90%of purchase are directly
done from the Buy Box
58. 58
An advertising campaign for an endemic vendor lies in a strong
collaboration between commerce and media
-
Media studio
> Provide reporting
detailed and in real time
performance: by SKUs,
by franchises,...
> Alert the brand if low diffusion
or sudden evolution
of the conversion rate
KAM / e-KAM
> Provide a complete and
exhaustive SKU listing so as not
to restrict distribution or lose
potential
> Take into account and share the
specificities of each retailer: lost
buy box rates, promotions,
special operations, etc.
59. 59
● Free self-service product
● Build a customised mini-site with all or part of its product
catalogue
● Integrate branded content (e.g. video) to promote it
● Redirect traffic to awnings with Amazon Sponsored
Brands format
Based on drag-and-drop modules, the Blinds help
the consumer to know the product offer of a
brand
Amazon Stores, brand corners dedicated to highlight product catalog
-
60. 60
Being well listed on Amazon, a
combination of relevance and
performance
-
Amazon's A9 algorithm is mainly based on
performance: Comparison of sales
and customer opinions in relation to the competition.
It is also based on the relevance :
content of the product sheet
Working well
the content of the Amazon
product sheets
will promote conversion
and thus impact
the ranking.Key factors are :
● Sales
● Product comments
● Stock availability
● Amazon’s margin
61. 61
71% of the factors impacting the act of purchase are related to the
product sheet. This one is key.
-
Content
External characteristics
Product information
Additional images
Positive comments
Price
Brand
Colors
*Source : Amazon
34
15
22
20%
4%
5%
62. 62
Quick anatomy of a good product sheet
-
Photos du produit
haute qualité
Produit en stock
Bullets points
détaillés
Titre détaillé
Commentaires
clients
63. 63
Precise and optimized price
Highlight of color choice in the description
Bullets and description bring
useful information to the product,
reassures users and encourages them to
purchase
https://www.amazon.fr/Bourjois-Rouge-Velvet-Rouges-
L%C3%A8vres/dp/B00J8K7JNY/ref=sr_1_1?s=beauty&ie=UTF8&qid=1538994304&sr=1-
1&keywords=bourjois+rouge+a+levre+edition+velvet+326011
Quick anatomy of a good product sheet
-
64. 64
On the opposite, what is a bad product sheet
-
Incomplete title :
quantity, format, color
https://www.amazon.fr/Rouge-L%C3%A8vres-Hadid-LOr%C3%A9al-
Paris/dp/B074N359ML/ref=sr_1_1?ie=UTF8&qid=1538993452&sr=8-
1&keywords=Rouge+%C3%A0+L%C3%A8vres+Mat+Gigi+Hadid+L%27Or%C3%A9al+Paris
Description of the product that does not
provide additional information.
Informative chips with no added values.
Repeat the same keywords
has no SEO interest
65. 65
Pages A+ allow detailed product
information
-
&+18%
+9%
of sales increase on average
*Source : Amazon
of views increase
66. 66
Amazon product sheet can also help to be better listed in SEO on
Google
-
1
4
1
2
On the Galaxy J3, Amazon product sheet
ranks 4th
On the Galaxy J5, Amazon product sheet
ranks 2nd just behind the brand website
67. 67
In the end, earned media growth is a result of upstream work
-
Earned
media
growth
Paid
media
Owned mediaEarned media
68. 68
● Amazon has through its community a club of testers
called Vine.
● These testers allow to initiate comments on a new
product and thus create confidence for a potential
buyer.
● Vine reviews are considered useful by 76% of Amazon
site visitors.
● There are no eligibility criteria, and the price is variable
according to product categories.
● Knowing that the first filter applied on Amazon is the
"comment > ⅗" filter, this eliminates products without
comments.
● The advertiser does not have a direct relationship with
the testers, Amazon is responsible for shipping the
products to be tested to the appropriate people.
Amazon Vine can help to trigger comments on your product
-
90%des visiteurs d’Amazon lisent
les commentaires clients
70. 70
Amazon also integrates product demand projections and total revenue data by category into ARA,
per product, the other products looked at before purchase (ARA Premium).
The product conversion rate and the volume of visits per product is not disclosed.
Pilote your Amazon sales performance with ARA (Amazon Retail
Analytics)
-
ARA measures the performance of
products sold on Amazon, in
particular 2 KPIs are important to
Amazon :
1. %Lost Buy Box = nb of pages
viewed in LBB / nb of pages
viewed total
1. %Replenishable Out Of Stock
= nb of out of stock page
views / nb of total page views
71. 71
Advertising on Amazon is like Paris 18th district, a place full of potential
where to invest
-
72. 72
Where to start ?
-
Which type of vendor are you ?
Endemic vendor Non-endemic vendor
• Apply for Brand Registry if your products are
sold on Amazon without your control
• Carry out an Amazon presence audit (content,
product sheets, etc.)
• Anticipate the organizational aspect between
trade and marketing
• Identify the criteria for targeting affinity with
its products
• Launch a first test campaign to benchmark
Amazon vs. the other advertising used networks.
http://www.snepmusique.com/wp-content/uploads/2018/07/07-2018-DP-Musique-enregistr%C3%A9e_Les-performances-du-1er-semestre-2018.pdf
Ils ont une valo à plus de 1000 milliards, il ne se passe pas une semaine sans qu’on parle d’Amazon.
http://www.snepmusique.com/wp-content/uploads/2018/07/07-2018-DP-Musique-enregistr%C3%A9e_Les-performances-du-1er-semestre-2018.pdf
Petit site créé en 1994 comme un libraire en ligne. Aujourd’hui c’est une véritable infrastructure.
Exemples
Infrastructure qu’ils utilisent pour eux même mais qu’ils pourraient ouvrir à d’autres.
En plus de rajouter des produits de tiers, ils ont intégrés leurs propres produits (basics), des clients (business) et développent leurs points de contacts
http://www.snepmusique.com/wp-content/uploads/2018/07/07-2018-DP-Musique-enregistr%C3%A9e_Les-performances-du-1er-semestre-2018.pdf
Grocery 1,5Bn + 33% de croissance
Grocery
L’objectif n’est pas de décrire le modèle d’Amazon. Nous l’avons déjà fait. Donner des clés stratégique et pratiques au acteurs qui sont côté vendeur de la plateforme: marques, annonceurs, distributeur
Commençons tout de suite par un exemple.
Ce qui est marquant: valo a + 1 Mds de dollars, Steve Young consièdre amazon comme son premier levier de déveloopement. Tout a commencé par une simple fiche produit. Il connait tous les rouages d’Amazon, et maintenant toutes les marketplaces.
Finalement illustre assez bien pourquoi Amazon est un eldorado pour pleins de marques
Nombre de boites qui vendent aujourd’hui sur Amazon,
C’est un nouveau standard de consommation et d’achat
Je vous le disait Amazon c’est un eldorado pour ces amarques
Ca fonctionne aussi pour des millions de PME dans le monde. La promesse c’est qu’Amazon est votre partenaire de croissance.
C’est un eldorado qui pour certains acteurs a tendance à virer au cauchemar.On va prendre quelques exemples, que vous connaissez probablement.
Placé en faillite au Etat-unis puis en France cet année, avec une dette de près de 400 millions de dollars.Noël 1999: Amazon n'est alors qu'un petit libraire en ligne qui cherche à se lancer dans le jouet. Mais rapidement à court de stock, le e-commerçant va acheter ses Pokemon et chiens Mattel sur le site de Toys"R"Us, pour revendre derrière aux clients qui ont passé commande. Amazon ne gagne pas d'argent, mais ses ventes explosent de 95% et le site engrange 3 millions de nouveaux clients. A contrario, Toys"R"Us ne peut honorer toutes ses commandes et se voit même infliger une amende de 350.000 dollars.
En 2000, le champion mondial du jouet fait une erreur stratégique et signe un contrat de 10 ans avec Amazon pour devenir son fournisseur officiel de jouets. En contrepartie, Amazon exige entre autres que l’enseigne abandonne son site internet, lui paie 50 millions de dollars par an, plus un pourcentage sur les ventes
Mais Amazon ne respecte pas son contrat d’exclusivité et élargit son offre en faisant entrer de nouveaux marchands de jouets sur sa marketplace. Toys"R"Us dénonce Amazon en justice et obtient 51M$ en 2006. L'enseigne peut alors lancer son propre site de vente, mais ne parviendra pas à rattraper son retard.
C’est trop tard les habitudes de consommation ont changé… une boutique physique 8000 références, il y en plus de 100 000 sur Amazon. Aujourd’hui aux Etats-unis près de 30% des ventes de jouets se font en ligne.
Dés 2016 Amazon faisait le double du CA du 2éme distributeur de jouets aux US (Walmart)
Prix attractif// 100check la grande récré → tribunal de commerce
reprise avant Noël…
Quidsi
L’affaire prend de l’ampleur, les auteurs se retrouvent pris en otage en même temps que Hachete.
Hachete avait un levier de négo fort : ses contenus exclusifs
La questions est plus compliqué que de dire j’y vais pas avec lui.
La vraie question: comment je compose avec un acteur si gigantesque? Ce que je vous propose c’est de se poser quelques questions.
Ce n’est pas que Amazon en soit qui est une menace. La marketplace est une jungle, on voit des dérives et une concurrence accrue.
Copie de produits
Commandes gigantesques entraînant une rupture de stocks puis retour des produits
Changement des descriptions produits
Faux commentaires négatifs
Tension entre bénédiction et malédication
Pour répondre à cette question on vous propose une méthodologie en 3 temps pour penser sa stratégie de distribution à l’ère d’Amazon.
1 er temps où on va apprendre à les connaitre
2ème temps où on va faire un travail d’introspection
S’intéresser à cet acteur, le comprendre le décrypter.
Il y a pleins de formats
Tout le monde connait la marketplace.
Boutiques virtuelles, (Fauchon, Monoprix) avec les conditions de livraison prime now. L’univers graphique reste le votre. Branded store sur la marketplace permet de garder le controle et proposer une expérience plus immersive.
Ensuite il y a énormément d’outils, très modulaires, que vous pouvez utiliser différement.
Ce qui est cool dans ce format, c’est que tu bénéficie en quelque sorte de la base client d’amazon mais sans les désavantage. Tu suis son parcours, tu garde tes données chez toi,
24% des clients d’Allsaints qui ont utilisé la solution, et ça a augmenté le panier moyen de 15%
une fois qu’on a compris Amazon il faut se connaitre soi.Ca peut paraitre un peu naif, mais ça donne énormément d’élément de réponse pour envisager sa stratégie de distribution sur Amazon.
Je vais prendre un exemple concret.Coca est une marque emblématique. Ce que viennent chercher les gens chez moi c’est le produit, c’est pas le canal de distribution
Segmenter Coca
Chewy : réponse en moins de 4 secondes. Poser toutes les questions
Ce site e-commerce a été racheté par PetSmart pour 3,3Mds! Plus gros rachat e-commerce en 2017.
Ils coupent l’herbe sous le pied d’Amazon sur ce marché.
ce que vous rentrez sur le site c’est le nom de votre animal de compagnie, race, date de naissance on va recommander et personnaliser des produits pour votre chien, vous allez souscrire à un abonnement etc
Ils ont des centaines de télé-conseillers, l’important c’est la relation humaine qu’il entretiennent avec toi. Le produit n’est pas la proposition de valeur principale, mais l’accompagnement qui va avec. Incompatible avec la distribution sur Amazon.
Cette start-up qui a été racheté pour 1Mds par Unilever.Révolutionne le marché du rasoir en proposant un abonnement à un rasoir et
Dans ce ccas là, le packaging et l’expérience de réception de colis fait partie de l’expérience client
1/ Si ta marque existe par le packaging, ouvrir la boxe fait partie de l’expérience → Expérience
ME Leclerc a été invité à réagir: Le positionnement d’amazon et leclerc sont sensiblement similaires.
Il ne veut pas s’effacer face à un acteur qui a le meme positionnement. La stratégie de leclerc c’est le drive, pionnier et leader, il diversifie sur le drive piéton. Ils devraient trouver un autre nom hihihi
Amazon veut y rentrer depuis longtemps.Monoprix a une boutique virtuelle. Ils ont les mêmes prix.
Vu que nos magasins sont en déclins, on a moins de gens qui viennent réparer les voitures. Amazon est un levier intéressant pour trouver une base de client.Quand tu achète ton pneu sur Amazon, tu te fais livrer et installer dans un centre auto sears.
Ils ont négocié que toutes les informations clients sur le
Ce qu’ils ont offert a Amazon c’est un réseau de distribution physique.
Swatch a essayé de faire la même chose qu’Amazon, mais Amazon a refusé, pas le meme potentiel traffic driver, pas le meme CA
En tout cas ce qui est important c’est de faire le point sur quelles sont nos forces avant d’y aller.
La stratégie produit, est-ce que je mets tout, est ce que je mets rien etc
Le patron de l’entreprise avait publié une tribune qui montrait le risque d’Amazon retail. Du jour au lendemain Amazon a lancé un concurrent.
Amazon s’appuie sur la donnée pour copier les produits.
Finalement on peut se demander quel type de produits il faut distribuer, car d’un côté je n’ai pas envie de distribuer mes produits à valeur ajoutée, mais en meme temps ce qui risque le plus d’être copié c’est les commodités.
Une autre questions c’est : mes produits sont ils déjà distribués sur Amazon par des vendeurs tiers.
Arrête COty
Aux US c’est le principal vendeur de vêtemetns en ligne.
CK a développé avec Amazon Collab sur une collection, ne met pas à risque le reste de ma gamme.
Volvo cherche à developper son expérience client et accentuer son passage d’un modèle de possession de voitures à l’usage de la voiture.Pour permettre à ses clients de s’approprier la nouvelle V40, dans un environnement et des routes familières, Volvo UK s’est associé à Amazon Prime pour propser une expérience toute nouvelle et sans couture: qui consiste à se faire livrer une volvo V40 chez soi pour l’essayer.
Care Volvo
Toutes ces questions, en conclusion ce qu’elles invitent à faire c’est repenser sa stratégie de distribution à l’air d’Amazon.
Tous les cas que l’on a vu aujourd’hui vont sur cette matrice