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Sunday, 27 October 2019

All the Things Amazon Is Doing to Encourage Indie Brands to Sell on Its Platform

Amazon is looking to indie brands to grow its beauty category sales, and has introduced a series of programs to engender them to its platform. The e-commerce giant has not always had a cohesive beauty strategy, but two years ago began to piece together a strategic vision for the future, hoping to bridge the gap between its strongest asset — online reviews — and the fact that 70 percent of consumers prefer to make beauty purchases in-store, said Justin Boettcher, senior strategic business development leader, Amazon Beauty. “A lot of brands don’t realize that customers review feedback online and then make the purchase in-store,” said Bottecher, who noted that Amazon generates a massive amount of reviews per day. “When I built this slide, there were 12,000 reviews on product from just the day before.” But purchase isn’t always immediate — Bottecher said it can take about 11 days from when a customer starts searching or a product online to actual purchase. And while Amazon’s 31 million active cosmetics customers may go to the site to read reviews, he said only 14 million are making a purchase on Amazon directly. To bridge the gap, Amazon is hoping that promoting indie brands and encouraging them

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