Take Control or Lose Control: No Middle Ground in the Online

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10/6/2015
Take Control or Lose
Control: No Middle
Ground in the Online
Marketplaces
Take Control or Lose Control:
No Middle Ground in the Online Marketplaces
QUICK HAND POLL:
Whodoes
has
anot
merchandising
and
pricing
strategy
Marketplace
Strategy:
Who
directly
sell of
on
any
marketplaces?
Owned
brands
or Retailer
non-owned
brands.
specifically
for marketplaces?
Offensive, Defensive
or Both.
1
10/6/2015
Marketplace Factoids
• Amazon:
– 13 ecommerce sites around the world
– 74% US internet user reach
• eBay
– Top 10 Alexa SEO ranking
– 167 million apps downloaded
• Newegg
– 2nd largest ecommerce site in the US
Source: http://www.godatafeed.com/blog/infographic-top-10-marketplaces
Marketplace Factoids
• Rakuten
– Number 3 in global ecommerce
• Sears
– 21 million monthly unique visitors
– 60% sales by independent sellers
• Jet
– Number 4 ChannelAdvisor Marketplace by GMV.
Source: http://www.godatafeed.com/blog/infographic-top-10-marketplaces
2
10/6/2015
Marketplace Factoids
• 35% of GDF customers are on 2 or more marketplaces
35% context
• 54% on 2 marketplaces
• 21% on 3 marketplaces
• 16% on 4 marketplaces
•
9% on 5 marketplaces
Source: Kieron Zabow, GoDataFeed
FOREVER 21
Amazon.com selling Gift Cards
Amazon store using
Forever as its name
FOREVER 21 2013 Close Out
being sold by someone else
3
10/6/2015
FOREVER 21
Amazon: FOREVER 21 Jeans
displaying competitors products
AEROPOSTALE
Amazon search result for Aeropostale:
A majority of the search result, and
recommendations are directed to Aero
product.
Amazon search result
for Aeropostale: Note the
Brand selection
4
10/6/2015
FOREVER 21
Rakuten: FOREVER 21
Take Away:
Develop an offensive or defensive strategy to
control your brands or the brands you sell.
5
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