Last week SLI Systems sponsored the Internet Retailer webinar Amazon & You: Top New Competitive Strategies for 2016. eShopportunity founder Fahim Naim and Medelita CMO Dan Stephchew took a look at what is emerging as the best ways for online retailers to compete with Amazon.
The webinar was jam-packed with examples from the recent 2015 holiday shopping season (including how to gracefully opt out of Black Friday without killing your sales).
While Amazon is undeniably a Goliath, you can beat the e-commerce giant by turning its weaknesses into your strengths. Here are a few key takeaways:
Help shoppers find what they are looking for. Amazon isn’t the easiest place to shop. It can feel like you are wandering through a huge warehouse without a soul in sight to help you. You have little choice but to base your purchasing decisions on price and reviews.
Fahim advises, “Do a better job of helping customers engage and find relative products.”
An effective way of providing a more satisfying shopping experience is by delivering relevant site search results. Engage customers further by offering a product or gift finder, which suggests a collection of products based on a series of questions. This level of personalization is impossible to deliver via the Amazon interface and it allows you to build brand loyalty.
Treat shoppers differently. Amazon is one-size-fits-all. There is no room to massage your message for different audiences. As a result, you miss the opportunity to create tailored offers for different shoppers, like first-time buyers and loyal customers. You can outshine Amazon in this area by leveraging your email marketing with content and offers designed to reach specific shoppers.
Own long-tail search terms. It’s OK if Amazon wins broad keyword searches. Shoppers who find your site via long-tail search terms are more likely to find exactly what it is they want to buy. You can build landing pages specific to these keywords. (To learn more about this, check out the webinar Advanced Data Mining.)