Since its launch in 2015, Amazon's Prime Day Sale has gained a place in shopping mall in the industry, generating record revenues and even eclipsing even Black Friday.
This year, the 48-hour mega-Prime Day sale will begin on Monday, July 15 and will be announced as the largest online shopping day to date.
Amazon may have been in the vanguard of "Christmas in July", but its rivals in mass distribution have followed suit. Competitors such as Walmart, Best Buy, Target and others began to share this cyber frenzy, launching concurrent sales alongside the Amazon event.
The Prime Day phenomenon transformed the past and surrounding days into a profitable event. sales window for retailers on almost every market. At last year 's Prime Day, the brands had been very realistic, including Target claiming a year' s free same – day delivery with a minimum of purchase, eBay suspending its subscription for a period of 36 hours, Walmart hawking sales lower than Black Friday and Best Buy. Offering sales of electronics at discounted prices – to name a few.
According to a Prime Day survey conducted by Adlucent, 68% of those surveyed considering shopping at Prime Day said that they would also seek a comparison with Amazon. store, leaving enough room for competitors to enjoy the holidays. Last year, Walmart was the main competitor, with about 50% of sales outside the Amazonian market, Adlucent said. Target and Best Buy generated 33% and 32% of external revenue, respectively.
So what are retailers doing to capitalize on Amazon's sales? We have compiled some of the key strategies that marketers should take into account during large online shopping events, such as Prime Day, Black Friday and beyond.
Raising awareness with content and research
Clear, high-impact messages and high-quality content are essential for online retailers who face Amazon.
Top brands rely on promotional messages, competitive pricing, and optimized product page listings to build brand awareness and support sales. Descriptive copy of product pages, images of high-quality products, and responsive mobile devices are among the key drivers for conversion lifts.
Copying descriptive product pages, images of high quality products, and the responsiveness of mobile devices are some of the key elements. drivers for conversion elevators.
"UX and UI that are competitive and design-oriented can lead to greater buyer engagement. Historically, we've found that site visitors who interact with navigation / facets convert at a higher rate, buy more and come back more often, "said Roland Gossage, CEO of GroupBy Inc." A competitive combination of product data enrichment, recommendations, and intuitive navigations can result in more conversions, higher order values, higher revenue per visit, and more loyal customers. At the event last year, brands that used "Prime Day" in the subject lines saw their opening rates increase significantly – 47% more than the average of other campaigns. holiday shopping, according to a study by Yes Marketing. Email retargeting and planned segmentation strategies were also part of the tactics used by big box retailers during last year's Prime frenzy: teasing with content aimed at the most motivated consumers.
MNI Digital Media, said that a strong and competitive marketing strategy for retailers
on Prime Day "should start with a strong SEM campaign, with a strategic keyword
selection. Users are looking for offers, so it is essential that
While bidding on PPC keywords for Prime Day is often an expensive tactic for small businesses, leading e-commerce brands have shown that they are investing in extremely demanding keywords for guarantee their advantage. the results of the page. Small businesses can always ride the search wave with organic SEO, ensuring product pages are optimized, promotional messages are well-defined and high-traffic keywords are embedded in headlines. rich content.
Keeping the most competitive shipping promises
Amazon Prime's free one-day and two-day shipments quickly became the expectation default for many buyers. Data from Avionos, a digital solutions and services company, suggests that Amazon's delivery offers are an important factor for consumers. When the price of a product is boosted by its quality, almost half (49%) of online shoppers choose to buy via Amazon instead of buying directly from other brands and retailers because of the efficiency of delivery.
But for online retailers competing with Amazon, fast delivery may not always be the determining factor for consumers, because, for example, transparency regarding when orders will be delivered.
In Walker Sands' Future of Retail report, consumers said that faster shipping would be faster. make them more likely to shop online – but the real driving force is largely the convenience of home delivery. Of the surveyed consumers who purchased products online in the past year, 61% reported using standard delivery, while 42% opted for a two-day delivery.
On the overall promise of shipping, 77% of consumers surveyed
flag free shipping as the most important option for online shopping
the decisions. Nevertheless, the majority of consumers prefer reliable delivery,
with high expectations that retailers will deliver products when they promise
Promoting Retention Through Brand Loyalty
Dedicated loyalty programs are a key pillar for online shopping
retailers side by side with the Prime Day shopping mentality. Premium loyalty premium
– as hierarchical, paying or value-based programs – have shown that they were driving higher
commitment and sustainable customer behavior.
According to a recent study by Clarus Commerce, nearly 86% of satisfied consumers of a brand loyalty paid program are likely to choose this retailer rather than a competitor offering a lower price. purchases.
Competitors were able to capitalize on the Prime Day mindset around impulse buying and saturated buying behavior by creating meaningful connections with customers after the end of sales. Personalized offerings, exclusive benefits and content that goes beyond the reduction signify value for customers who engage with Amazon competitors on Prime Day, establishing a strong foundation for brand loyalty. .
Refining Sales Operations and Martech
With over 29% more retailers expected in this year's Prime Day championship, strong sales operations and high-performance eCommerce technology are factors to provide a positive customer experience and support promotional efforts.
Kelly Herrell pointed out that mega-balances such as Prime Day "not only create new consumer demands, but also pose significant technical challenges to retailers seeking to keep up with the flow of energy." buyers and transaction volumes ".
With Amazon alone selling more than 100 million products during last year's Prime Day (more than 1,150 transactions per second), retailers are facing pressure All technological touch points are optimized to support a high volume of traffic while providing key funnel indicators.
"In this new climate, it only takes a few microseconds because flips or fugitive delays can lead to the loss of thousands of failed transactions – and dissatisfied consumers miss their desired purchase. Retailers who do not build the right systems to support this type of treatment in a fraction of a second will simply not survive the Prime-Pocalypse, "said Herrell.
About the Author
Taylor Peterson is the Associate Editor of Third Door Media, which maintains a cover of forefront in the industry that informs and inspires marketers. Based in New York, Taylor brings creative marketing and agency advertising expertise to global brands. Taylor's editorial focus combines digital marketing and creative strategy with themes such as campaign management, emerging formats and display advertising.