Many traditional retailers are living on borrowed time, with lagging ecommerce efforts. But is the current reliance on Instacart to handle the notoriously challenging “last mile” of retail fulfillment really all that bad? Do you expect to see pushback from retailers over fees associated with third-party fulfillment services or the collection/sharing of customer information?
As advertising dollars have shifted from traditional media to digital platforms run by retailers, consumer product brands have speculated that there is a “halo effect” happening. How convinced are you that a brand’s spend on a retailer’s online advertising platform packs benefits beyond that generated on the retailer e-commerce site itself?
Amazon.com is experimenting with free product samples as a paid advertising service for CPG brands. Does Amazon’s free samples program hold more benefits than risks for CPG brands?
Amazon.com’s rapid private label expansion is making many branded manufacturers uncomfortable. According to Scrapehero, Amazon’s private label offerings now encompasses 6,825 products across 100 distinct labels. Of these, nearly 70 percent are in the apparel category. Is Amazon overstepping its bounds in giving preferential positioning to its private brands?
Brands and retailers are shifting major advertising budgets to the Amazon platform at the expense of incumbents like Google and Facebook. Relative to other advertising channels, brands can reach customers at a low cost via Amazon. How will Amazon fit into the broader digital advertising ecosystem, both as a competitor to incumbents and as a platform for brands?
Amazon Marketplace strategy expert Kiri Masters looks at how the classic “4 P’s of Marketing” model gives us a framework to dissect some of Amazon’s strategy over the years. Which of Amazon’s marketing strategies do you think was most responsible for moving the company to where it is today?
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