How to improve your marketplace sales?

A perspective by ANS Commerce in SARAL 2020  – India’s biggest virtual e-commerce summit organized by Unicommerce

Unicommerce successfully organized SARAL 2020, India’s first-ever virtual mega e-commerce summit on 30th May 2020. The summit brought together thousands of e-commerce sellers, brands, retailers, SME’s, and enterprises on a single platform to discuss on the theme ‘How can eCommerce Selling be Simplified’. The Industry leaders shared their thoughts, ideas, and plans to enable businesses around the country to understand and find solutions to their challenges in a post-COVID-19 world.

Saral2020 Partnership

One of the key sessions was conducted by Amit Monga, Co-founder, ANS Commerce, on ‘Optimizing e-commerce presence through marketplace and carts’. He talked about marketplace scaling and how it is vital for a new brand or any brand on its e-commerce journey to get the marketplace model right and identify core marketplaces, and long-tail marketplaces that suit a brand’s product categories.

Getting your marketplace model right

Here’re a few highlights from his session:

  • In-source vs out-source: A brand needs to choose whether it wants to do its e-commerce operations in-house or outsource it to a specialist. It’s a fine balance between promoter time/ cost and speed.
  • Horses for the courses:  Many factors such as model complexities (B2B2C, B2C, Dropship), categories, SLA levels for each marketplace, and returns management to ensure healthy sellable inventory must be kept in mind to achieve growth targets. 
  • Amazon Easyship vs FBA: Amazon is a marketplace that has various models for any brand aiming to become a seller and how a new brand must consider what product category it is in, how it should ship its products out to the end customer, and how it should manage inventory. For instance, a new fashion brand that is just starting out should preferably choose Easyship over Amazon FBA as a marketplace as it has the flexibility to ship products to the end customers from its premises without having to worry about splitting and replicating the inventory with Amazon warehouses and can also naturally progress to Sellerflex once the brand has scaled up.
Marketplaces: Basic Hygiene

After identifying the right marketplace model, managing these four important hygiene factors is the game-changer in any market:

  1. Catalog management is essential to optimize content such as titles, keywords, enhanced A+ content, and product descriptions as these are critical for higher ranking, better conversions, and customer experience. Utilizing the assets available in the marketplace, such as having a brandstore and performing A/B testing with the brandstore can help achieve these objectives. 
  2. Identifying the right assortment that works for which market and observing the right trends and competition benchmarking can help you set achievable goals. To forecast future growth planning, a brand needs to identify the strength of the market in terms of pricing, the level of assortment in a category, and the right inventory planning. 
  3. Payment and inventory reconciliation with the help of business analytics is essential to grow at a sustainable and profitable rate. Every brand should recognize and understand the significant cost heads for each marketplace. To ensure that a brand grows sustainably, it must make full use of the information available in analytical reports and coordinate with the category teams to curate and execute marketing plans. 
  4. Reputation management or reviews from end customers on product, seller, or service are important. One should monitor the reviews and ratings to improve the quality of products, services, and pricing.

Now it’s the time to scale

Leveraging each marketplace to scale your business

Once the right model is identified and basic hygiene is taken care of, one must have insights on how to leverage the strength of a marketplace to drive visibility and growth of business and how a business must plan its resources well to take advantage of each of these marketplace levers. For example, Amazon has a marketing platform known as Amazon Marketing Services (AMS), which the brands can use to drive CPC driven campaigns, product display ads, sponsored ads, or drive CPM promotions with category teams. Similarly, Flipkart also has its marketplace tools to improve visibility and ranking like product opt-ins. Other marketplaces such as Bigbasket, Nykaa, and Grofers have product sampling tools that help the brands to segment the right set of customers and reach out to the right target audience, which has become very crucial to surviving in the e-commerce space. These marketplaces also allow brands to run performance marketing campaigns on traffic driven websites such as Google, Facebook, Instagram, or Snapchat.

ANS Commerce enables execution across 15+ marketplaces and harness marketplaces’ reach while optimizing brand’s resources. We integrate all your marketplace platforms to deliver a consistent brand experience to customers everywhere and manage inventory effectively. We process orders worth >4 Cr. on marketplaces on a monthly basis.

Our full stack solution offers brands to create their online brandstore and jump start marketplace operations in no time. We use the understanding of strengths and insights of various marketplaces to power brandstore. Our extensive experience across product, ecommerce, retail and marketing help the brand achieve higher sales and stronger brand differentiation.

For more information about our marketplace offerings visit our website.

If you are a brand planning to go online then drop us an email on que@anscommerce.com

Introducing Gift Card Module

With recurring lockdown extensions in India due to COVID-19 cash flow of brands have been severely impacted across both offline (physical stores) and online channels. Even essential segment players are facing issues in sorting out their supply chain in a cost-efficient fashion. Online, brands are losing out significantly on sales without their regular website traffic. This has left brands scrambling to adapt their businesses and survive what could be months of uncertainty.

Average retail business only has cash to last 19 days [source: JP Morgan]

ANS Commerce has been in close contact with our partner brands and decided to expedite a module in our product roadmap given its increased relevance. We have enabled gift cards on Kartify – it’s an easier way to boost a brand’s sales by enabling gift card option.
And we have decided to offer it for free to all our partner brands for next three months.*

How a Gift Card can help?

Customer loyalty is extremely important for any brand. Gift cards can be an ultimate driver of customer loyalty and the purchase guarantees future visits. It will give loyal customers a chance to support the businesses they love amid the crisis.

When a user purchases a gift card, they are essentially giving your brand the promise of future business, and when you are struggling to sustain and are not sure if you can afford to pay your rent, and staff, this is the promise you need.

Gift cards will provide businesses to both established brands and DTCs to generate income during the ongoing pandemic. Now is a particularly important time to chase diversified streams of revenue. Aside from the loyalty, additional customer spend, and customer convenience, gift cards can be part of what gets you through this.

How to use it?

The ease of use is an added bonus as customers receive gift cards either through email or text message. This comes up with a newly designed personalised theme. Utmost care has been taken to align the theme with the user’s sentiments and to match the overall website’s design. Brands will have an option to customise the themes, occasions, page creatives, and the denominations that customers can purchase.

Keeping in mind the social distancing and ensuring contactless payments only prepaid payment option is available for purchasing gift cards.

How to incentivise Gift Card sales?

Brands’s own website and social media channels can be used to advertise the gift cards and incentivise purchases. You can reach out to your existing customers to let them know how they can help your business amidst nationwide lockdown.

  • Highlight it on your website home page
  • Leverage your social media accounts to target users based on their behaviour
  • Notify them by triggering an email or SMS with dynamic messaging
  • Maximise gift card visibility and promote it by targeting your in-market audience

This is also a great way to leverage current low rates on digital marketing channels thus improving your ROAS.

We are getting creative during this pandemic, testing out different ways to stay afloat. We hope gift cards will ease out brands’ financial burden to some extent.

For any questions, reach out to your Key Account Manager or drop an email to que@anscommerce.com

* conditions apply