Categories
E-Commerce

The Need to Break Silo’s

Amazon Vendor Pressures Due to Silos

Amazon customers go to Amazon.com to purchase products they need based on the need for replenishment or an unexpected need. These customers are not remotely aware of the pressure brands and vendors face to ensure they can receive their purchases on the same day or the next day. Many vendors do not understand Amazon’s pressures on businesses until it’s too late. Invisible inefficiencies become large blockers and potential operating challenges that can kill businesses.

At Equity Commerce we have noticed time and again how structural challenges inside organizations/businesses lead to business pressures that inherently impact the performance of the business. A simple situation such as, in what department is the e-commerce team found in? Is it inside marketing, operations, or the sales department. While this may seem trivial the lack of empowerment by the business of the e-commerce team ensures that its not being communicated with during brand negotiations with retailers and marketplaces. In an omnichannel world, retailers are building marketplaces and increasingly want inventory for the online and retail channel. If the -commerce team is in the dark, this leads to chaos and missed opportunities. 

Another pressure point is access to data. Can businesses and brands access all of their data easily to be able to create a 360 degree picture? We see data held inside agencies, agencies reading reports and driving meetings with brands without brands being able to make sense of performance.

 

The Holistic Solution

It may seem to all be doom and gloom but the solution is that silos need to be broken. It may sound easy but we have seen on countless occasions if the process is not driven by top management or the process is sponsored by C-level executives it leads to regression to past behaviors. 

Many vendors do not understand that by breaking down the silos between departments and staff will in the long run lead to success in all channels. Retailers want to have products on shelves that are available at similar prices at various stores and having channel control over online sales will lead to better margins and profitability. 

Vendors who want to succeed and understand the importance  of data, analytics and total alignment can get in touch. Let’s get started – reach out to us today.  

 

Categories
Buy With Prime E-Commerce

Who Owns Customer Buy With Prime Data — Amazon or Sellers?

Many Amazon sellers are curious about data ownership, especially with the introduction of the Buy with Prime program.

So here’s the question: does Amazon own the data that is generated by customers from the Buy with Prime orders? The answer is no.

That’s good for Amazon sellers who want access to this data for critical insights into their business. Also, if you’re wondering how Amazon protects customer data, the retailer utilizes their highest security standards to protect the Buy with Prime data that is generated on a brand/seller’s Direct to Consumer websites.

What Data Does Amazon Collect for Sellers?

So what data does Amazon collect that sellers can take advantage of? Here are four examples to give you an idea.

Order Information

Amazon uses the Buy with Prime order information to process payments, facilitate communication with customers about orders, fulfill customer orders, and provide returns and refunds when necessary. This information will also include product name, quantity ordered, and returns-related information.

Account Information

Amazon also stores the Seller Central account information provided by seller brands when setting up Buy with Prime accounts, this includes contact details for your account users, product descriptions, pricing information, product content, and inventory.

Inventory Information

Amazon uses Buy with Prime inventory and order information to plan for and improve fulfillment services for users of the Amazon Fulfillment Network, including Buy with Prime merchants, FBA sellers, and Amazon.

Shopper Information

Amazon provides participating partners of the Buy with Prime program the shopper information including name, email address, phone number, and shipping address. (Note: After the order and onward, brands and sellers can begin to create direct relationships with Prime customers via email marketing.)

Leverage Buy With Prime Data to Boost Long-Term Profits

As you can see, the Amazon customer data generated through Buy with Prime provides critical data for ecommerce sites looking to grow their businesses. By using Amazon’s “Sponsored Brands” advertising for Buy with Prime, brands and sellers have the opportunity to drive customers to discover other products and custom content on their own websites.

 

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Buy with Prime enables brands/sellers to develop long-term relationships with Prime customers who can then be marketed to in a personalized manner using the data collected. This provides sellers with an exciting new opportunity to develop revenues and sales.

Want to learn more about how to grow your business using Buy with Prime and leveraging Amazon’s advertising platform? Check out our guide, “How Marketplace-Native Brands Can (and Should) Leverage Buy With Prime.”