Although initially we included only store locators, a review of Google Analytics that employed goal setting insights taught us that consumers wanted to buy now. The client was not in a position to deliver on a one-on-one basis, so all traffic was driven to Amazon. The consistency with which consumers were driven to Amazon allowed the client to take over their Amazon Store fulfillment and recognized massive increases in Business to Consumer (Retail) sales.
Profit margins on products sold directly to consumer are often 600-1200% higher than those sold to wholesalers or Original Equipment Manufacturers. By establishing a direct sales channel to the consumer, the client learned the value of a good understanding of their end user. This new knowledge, when applied to the company’s goals, gave them a much more clear understanding of how they were profiting through the internet. Other benefits included improved pricing, and even localized targeting for factors that impacted their business such as weather conditions and cyclicity.
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