Differentiating Your Amazon and Native Website Strategies

If done correctly, a two-headed strategy of driving sales on Amazon and your native website could yield huge dividends. But what does that kind of strategy look like, and how can you create a scenario where one builds off of another?

The answer lies in assortment and pathways into the brand experience. Ben Knox is a bit of an expert in this area and he’s here to share his expertise. Ben earned his stripes working on Red Bull’s ecommerce strategy, and now serves as the SVP of Digital at Super Coffee. According to Ben, brands need to come up with an assortment strategy that allows customers to get what they want, when and where they want it, but also leads them back to the type of brand experience you want them to have. He also details how beneficial a subscription model can be, if done right. Plus, he gives some tips on how to get the most out of your texting strategies and what is going on in the wild west of customer acquisition.

Main Takeaways:

• Assorted Assets: When you sell on Amazon, as well as natively on your website, you need to decide on an assortment strategy and how each site can build off each other. Whether that is only placing a select assortment of products on Amazon, or having a full assortment across channels, but offering more subscriptions and sales on your website, it’s crucial to have pathways back to your branded channels.
• Gotta Flex: If you offer subscriptions, you can only achieve true customer success if you offer flexibility. Even if it means that your customers can cancel a subscription ten minutes after they sign up, those are the kinds of options you need to offer. Doing so allows your customers to feel unburdened and that the experience is risk-free, which makes them more inclined to sign up.
• Text Me: There are benefits to separating your text strategies in order to maintain the relationship you want with your customers. Having separate text numbers for subscription management and branded content will help customers differentiate the experiences they are having and allow you to cultivate a true VIP experience with those who opt into the branded company channel.

For an in-depth look at this episode, check out the full transcript below. Quotes have been edited for clarity and length.

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