The following is a case study with a major consumer electronics manufacturer that leveraged ChannelAdvisor Brand Analytics to dramatically reduce Buy Box losses on Amazon.
As a pioneer in the electronic equipment perpendicular, 1 venture vendor located in the UK had an ambitious goal: expand business while improving profitability. It was an aggressive target — one that company representatives say would work just when the e-commerce team could find a way to decrease ad spend significantly.
The group informs ChannelAdvisor it moved into work and instantly identified a promising area for natural expansion: By increasing Buy Box”wins” on Amazon, the brand had an opportunity to avoid losing sales to third partyretailers.
“Maintaining the Purchase Box is a very important catalyst for’free’ growth,” explained the company’s e-commerce manager. “Whenever we lose the Purchase Box, sales trip third party gamers, and they are essentially lost. Despite the fact that these sellers are sending our brand’s products, it’s generally all grey market and parallel imports. It undervalues our product and brings more price instability, which, in turn, other retailers complain about.”
Prior to any efforts were made to boost Purchase Box retention, the vendor says its missing Purchase Box prices were as large as 38 percent in European Amazon shops.
It isn’t that the brand hadn’t already tried to fight the situation. The seller’s key account manager for Amazon.co.uk says the team spent plenty of time and resources to detect and resolve lost Purchase Box issues. But while the brand was paying for a dedicated account manager in Amazon, the team says the available resources and weekly reporting proved insufficient. According to the company, staff was forced to manually crawl the product pages for approximately 50 ASINs many times daily. They say it took two hours every day, every day. And lost Purchase Boxes were about 15%.
Following the brand turned to ChannelAdvisor Brand Analytics, the team was introduced into a different method of raising Amazon Purchase Box drops: high-frequency monitoring and real time alerts, all available within one dashboard. Today, the solution is used by over 100 team members worldwide. Together with ChannelAdvisor’s help, the business can monitor around 150,000 product pages at a high frequency, including all Amazon stores.
Finally, the Amazon account manager says they were able to:
Produce a custom set of products for the best 50 ASINS
Create an email notification for Purchase Box declines in this category
Set it to”real time”
During ChannelAdvisor Brand Analytics, market experts collaborate with strong brands and retailers to always pay for the regular accidents that naturally include multi-channel e-commerce distribution. This highly effective platform is designed to help eliminate the hassle of manual monitoring, freeing e-commerce account managers to focus on further value-added tasks.
Within three months of using ChannelAdvisor Brand Analytics, the company asserts that the time spent monitoring pages dwindled from two hours daily to none. Furthermore, they received notifications for lost Purchase Box occasions in only two hours of those happening, allowing the employees to investigate and solve issues within minutes.
In the long run, the customer reports ChannelAdvisor Brand Analytics assisted a key account manager meet sales goals while freeing up 10 hours a week — time now utilised to pursue new business opportunities.
Furthermore, the electronics seller says its group made a substantial observation. They noticed that the Purchase Box was lost because of an accessibility issue — or as a marketplace seller was offering a price that Amazon just couldn’t beat. In such scenarios, the account manager’s responsibility is to work out a solution to help satisfy both parties.
Input ChannelAdvisor Brand Analytics, which the vendor confirms has helped their employees maintain a productive, partner-to-partner working relationship with Amazon. As a result of the group’s new approach driven by ChannelAdvisor Brand Analytics, the electronics vendor says its direct sales grew by 9 percent. And that isn’t all. The company reports its lost Purchase Box rates slowed significantly, dropping from 14% to just 6%.
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