- 发表时间:2020-08-23 22:06
- 来源:数度域
对于卖家来说,假日季节提供了一个抓住亚马逊前所未有的销售机会。根据年度sales force shopper-first retailing报告,从感恩节前的星期二开始到网络星期一的七天期间,仅网络周一项就将占假日期间所有电子商务销售额的40%。
报告进一步预测,黑色星期五将是本季度最大的数字购物日,占收入的10 %,其次是网络星期一,占8%。
这些假日销售的大部分可能发生在一个地方:Amazon.com。ghb insights估计,亚马逊在2017年黑色星期五占了所有电子商务销售额的45%到50%。如果你想分一杯羹,专注于优化你的亚马逊渠道。
以下是我的10条建议,告诉你如何准备好亚马逊频道,迎接一个成功的假期,从黑色星期五和网络星期一开始。
1。经营季节性营销。
研究表明,情绪对购买决策有很大影响。尼尔森公司发现,情绪反应最好的广告销售额上升了23%。展示你的假日精神将与消费者建立融洽的关系,并让你的品牌更加令人难忘。
2。分析搜索数据并识别趋势产品。 play to your strengths. applied to e-commerce, the pareto principle -- also known as the "80/20 rule," means that 80 percent of your profits come from 20 percent of your products. identify your top-performing products, and invest your time and resources into optimizing those listings first.
[/h/现在就用季节术语更新你的列表和后端关键词,以便在黑色星期五和网络星期一之前开始建立吸引力。3。提前安排假期促销活动。 amazon's coveted deal of the day (a single item or small set of closely related items discounted for one day only) placement on the today's deals page offers enormous revenue potential, but it has specific requirements. for example, each deal of the day must be the lowest price offered all year.
[/h/4。提供激励并清晰地传达。 speaking of holiday promotions, shoppers expect best-of-year deals during black friday and cyber monday, and brands compete fiercely to win a place in the shopping cart. use clear messaging to ensure that shoppers notice your amazon promotions.
[/h/购物者来到亚马逊是希望看到假日交易,所以要直接简洁。描述应该回答“产品的特色是什么,交易是什么?”[/h/优惠券代码运行时,购买量往往会增加,这推动了销售,甚至在优惠券结束后也产生了剩余吸引力。
5。为手机优化。 mobile will deliver 68 percent of all e-commerce traffic this season, reflecting a 19 percent year-over-year growth, salesforce has predicted. fortunately, amazon's mobile platform is already a well-oiled machine, with quick load times and intuitive controls. still, there are a few tricks you can use to optimize your listings for mobile shoppers.
[/h/这意味着你没有足够的空间来吸引顾客的注意力,所以你需要把你最重要的特征和关键词放在标题、要点和描述的开头。总的来说,这是一个很好的实践,但对移动设备来说却至关重要。6。运行测试并为将来收集数据。 it's never too early to start preparing for the next big sales event. after you've spent the previous weeks or months preparing, use the actual days to collect data. wrap up any ongoing tests prior to the weekend, and run tests designed specifically for black friday and cyber monday. a data-driven approach is the foundation of a successful marketplace strategy, so use this as an opportunity to position your brand for long-term growth.
对您赞助的品牌广告(以前称为“标题搜索广告”)进行a/b测试,并准备在出现明显赢家时停用两种变体中效率较低的一种。你能从数据中识别出什么样的模式?什么样的措辞、情感和格式被转换,什么变得平淡无奇?7。尽早与制造商和零售商沟通。 get in touch with your retailers and manufacturers to help you plan for inventory. everything becomes more difficult and expensive the closer you are to the peak holiday season.
回答这些问题:你的竞争对手的价格是多少?什么是卖方和产品饱和?还有谁在销售产品?你的回答将帮助你在预测销售时了解形势。8。理解并遵守履行指南。 noncompliant packaging can sideline your products and cost you sales. don't lose profits during peak season due to an oversight.
确保您的分销团队遵守亚马逊的 包装要求和 运输准则,以便您的货物能够及时、足额地发货。9。画出来。 a minimum advertising price (map) policy helps safeguard your brand image and maintain legitimate pricing among official retailers. your legal counsel can review your map policy to confirm it complies with state and federal laws. once reviewed, share your map policy with your authorized sellers.
[/h/你希望在价格上有竞争力,同时又不损害你品牌的价值。将经销商和销售商的风险降到最低。 the surge in q4 sales brings an increased risk of trademark and copyright infringements, counterfeit products and scams. these violations can harm your q4 profits and undermine your brand integrity for the long term. monitor who is selling your products and for how much. work with distributors and sellers you trust to uphold your policies. if a distributor sells your product to everyone and anyone, you become vulnerable to unauthorized and rogue sellers.
假日期间,欺诈卖家往往会增加,因为没有人会利用季节性购物者,销售产品,但从不将产品运送给顾客。一般来说,你可以通过他们的低客户评价、可疑的卖家名称和“刚上市”卖家的大量库存来识别欺诈卖家。打击欺诈卖家的最好方法是只与值得信赖的零售商合作。亚马逊有望在假日销售中占有相当大的份额。遵循以下10条建议可以扩大你在这个假期的销售额,并为你的br和未来的成功定位。
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