eCommerce merchants are going to mint money this upcoming holiday season with industry experts expecting online sales to reach $82 billion, up 15% from year ago sales. Given the rising surge in online shopping every year, we can safely assume Amazon – one of the big boys in the industry – to get a huge pie of the sales if it gets its holiday marketing strategy right. And it definitely seems it’s trying hard enough with its multi-faceted marketing strategy.
Recently Amazon launched a new publishing program called Kindle Scout. The program offers readers a say in the publishing process; that is, only those books that get enough nominations from the readers will get published under Kindle Press. The authors of the nominated books will get $1,500 advance, 50% eBook royalty, and featured marketing on Amazon.com and Kindle store.
On the other side, Amazon is making the most of web-savvy moms to push up their sales. Moms whose opinions are taken seriously by peers. Recently, Amazon surveyed nearly 400,000 American moms and came up with “Mom Picks 2014,” a list of 50 top toys and games for 2014.
Lisa Diaz, a mom who unknowingly became part of the marketing strategy, is definitely impressed because she believes that the list is more than just a shallow promotion that every eCommerce merchants does to improve the sales of the items on the list. She believes that the list gives moms and everyone else a voice. A voice that shows upcoming trends of the market.
If we look at the history of Amazon’s eCommerce marketing strategy, we will find it that this is not the first time the eCommerce giant has tried to use word-of-mouth publicity. “Mom Picks” was introduced as a holiday shopping tool in 2013 and it had ended as one of the most popularly used tools. According to Amazon, it was in fact used more frequently than price and discount filters. The list is beneficial to shoppers as well as Amazon. Shoppers use the list for good gifting ideas, while Amazon uses it as the indicator of upcoming sales. In fact, this word-of-mouth marketing strategy creates a strong urge to buy among other shoppers – boosting the overall sales of the company.
Apart from regular shoppers, Amazon is also trying to attract the shoppers who believe in generosity. AmazonSmile is a program that allows shoppers to shop exactly what they are looking for at the seasonal discount prices while helping them contribute to their favorite nonprofits. Under this program, 5% of each purchase will go to the charity of shoppers’ choice. Almost one million nonprofits are participating – right from American Red Cross to The Nature Conservancy. This program stands a good chance of being successful, especially during the holiday season when people are more prone to donate for their favorite causes.
It seems Amazon is quite optimistic about its marketing strategy if we look at the company’s move to hire 80,000 seasonal employees. In 2013, Amazon had hired 70,000 seasonal employees and in 2012, it was 50,000. The extra employees will work in the Amazon network of fulfillment and sorting centers where they will execute millions of orders daily.
If you own an Amazon Webstore, you stand better chance of making the most of Amazon’s aggressive marketing strategy by having your own little tactic that complements the eCommerce giant’s plans. Are you wondering how you can have one? Contact Kaushalam. We are recognized Amazon Webstore developers who can help you get an advantage over your competitors.
To help you boost your holiday sales, we will:
Special Shopping Days: We will develop special strategies for Thanksgiving, Cyber Monday, Black Friday, Free Shipping Day and end-of-year sales. The strategy will include detailed information about how to go for ad promotions, sale items, coupons and social media pushes. We will study your last year’s holiday sales data to figure out what will appeal the most to your customers. Are you thinking how much to spend on advertising? No worries. We will help you figure out that too.
Loyal Customers: You never had planned holiday campaigns before? That’s OK. We can use the data about your best selling products and loyal customers as a springboard for planning. According to the Pareto Principal, 80% of your business generally comes from 20% of your total customer base. As the same principal is going to work in the holiday season, we will focus first on your loyal customers with holiday-special offers.
Look & Feel of Your Store: Your store will get totally new look to suit the upcoming holiday season. Your logo will be changed and the landing page will be redesigned to put your shoppers in the holiday spirit. We will even brand your action buttons to create a sense of urgency for quick shopping.
Gifting Ideas: Most of the times it’s quite difficult for your shoppers to come up with good gifting ideas. To help them along, we will create a gift ideas section wherein we can feature your bestsellers. We can even display testimonials of your satisfied customers to create trust among your visitors.
Creative Promotions: We will go beyond the standard solution. Your marketing strategy will include special package offers and creative promotions that are bound to push up the order value. We will also help you implement creative cross-promotions with other brands to make sure you get high sales. We will help you set free shipping for orders with dollar amount exceeding certain threshold.
Email Campaigns: Apart from doing creative things, we shouldn’t forget email campaigns. When designed tastefully, email marketing tends to deliver the highest returns. We will study your customer demographics to come up with an effective email campaign. Consequently, you will see a significant boost in your holiday sales. We will even add value-added services specifically for your email subscribers. Although this value-added services may not bring huge amounts but it will definitely help your overall sales figures.
Are you looking for something out-of-the-box for this holiday season? Contact us. We will make it happen for you.