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Selling to customers online is like having multiple store locations in the offline world. Your business can grow exponentially the more locations you have. Harry Hirschman, VP of Marketing and Business Development at Vendio will help you discover the best ways to use eBay, Amazon and your own web site to boost your online sales.
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Be An
Online Triple Threat
Prepared for theInternet Marketing Association
August 13, 2012
Harry HirschmanMarketing, Sales & Customer Support
Overview
About Vendio and Harry
What is a “Triple Threat”?
Case Study
Where To Go and Why
What You’ll Have To Do
Vendio & Me
Vendio helps Small and Medium Businesses (SMB’s) sell more online– Vendio is on the side of the merchant – always– Marketplaces consider YOUR customers to be THEIR
customers, and they make their own rules
I stand with the Underdogs– Former Navy fighter pilot
What Is An “Online Triple Threat”?
A small business that addresses more than 50% of ALL eCommerce…
AND
Builds its own relationships with its customers
OK, but…What Is An “Online Triple Threat”?
A small business that …
Sells through MULTIPLE CHANNELS
Under the same BRAND
With a consistent CUSTOMER EXPERIENCE
OK, but, but…What Is An “Online Triple Threat”?
A small business that …
Sells on eBay, Amazon, and its own, branded online store
• Facebook and mobile devices and lots more
Why Doesn’t Everyone Do It?
24.7%
12.9%
40.7%
21.6%I have tried other markets, but they did not result in sales
I have tried other markets, but it was too complex or hard to manage
I have not tried other markets, I do not have the time
I have not tried other markets, the market I use is working for my business
Most Merchants Either Haven’t Tried or It Didn’t Work For Them
Why haven’t you tried other marketplaces besides eBay and/or Amazon?
How Can It Work For You?
How do you eat an elephant?– One bite at a time!
John Melville’s impact on eCommerce– “Winners make it to the starting line”
Benefits Of Multi-Channel Selling
More income– Humans are creatures of habit, they go to the same
websites over and over again– Sell where the buyers are
Less risk– Marketplace polices, rules, regulations – They change the
game whenever it suits them– Marketplaces mostly favor buyers over sellers
Disadvantages of Single-Channel
Margins erode over time – Fees increase and costs are pushed to sellers
Competition is lopsided – Selling with Amazon’s catalog against Amazon on Amazon
to Amazon customers from Amazon’s warehouse– Selling against other SMB’s with higher “status” and better
terms
How Do I Get There?
Be ready for a sustained effort, it takes some time
Be smart – Automate!– Manage marketplaces and your website the same way
with one interface• (whisper… Vendio!)
Keep the customers you’ve got – This is about building something that will endure
Dan Did It, So Can You
Mile Wide Sports
Dan, passion for outdoor sports, “shop rat”
One-man show for years
Added a second marketplace
Doubled sales in first year
Hired two people, more soon
Great fulfillment and great customer service
Customer list, coupons, loyalty
Add Amazon
Tons and tons of loyal shoppers
No listing fees, so it’s a good place to try new things
Great for selling new, like-new, and refurbished items, including liquidations
Their catalog, their photo, their item description– Less work for you, less differentiation,
compete on price (ugh)
If you’re adding your inventory one-at-a-time, you’re blowing it!
Add eBay
Tons of shoppers
Variety of selling formats– Unique or unusual, vintage, less-than-perfect condition,
collectibles, price discovery
Establish your own relationship with customers
Add Your Branded Online Store
And mean it this time
The cornerstone of the Triple Threat
Goal: Cost-effectively build base of loyal customers– Control your own destiny– Be unique, be different, be special
Build a trusting relationship with your customers
Think About The Whole Cycle
Pre-Sale Sale Post-Sale
TrafficComparison Shopping Engines (CSE’s)Demand GenLead GenPaid search (SEM)Free search (SEO)SocialMore, Lots More…
Products Need To Be:
Visible – Online Catalog and pricing
Transactionable – Shopping Cart and checkout
Order ManagementInventory MgtShipping / FulfillmentCustomer ServiceRewards, Coupons and Loyalty Programs
For Your Online Store, DIY
Pre-Sale Sale Post-Sale
AmazoneBayOther MarketplacesFacebook, Twitter, Pinterest, etc.
You You
Add Facebook
FB has a ridiculous number of users, page views, and share of people’s “internet time”
fCommerce, is it here yet?– Not quite, but it sure looks promising
Figure out a way to “be there” but don’t bet your business on it
Take Advantage of “Mobile”
mCommerce is growing like the internet in the late 1990’s– eBay expects $10 billion from mobile
Still complicated and costly to create a site specifically optimized for mobile devices– Many devices, many mobile browsers, constant change
“Showrooming” Consumers Are Multi-Channel Too
Savvy consumers use retail stores as showrooms to touch-and-feel products
Don’t get mad… It levels the playing field, so make it work for you
Consumers looking at products on their mobile devices in a store are ready to buy and want to:– Get more information about the product or find a bundle– Find the best price– Taylor the way their order is fulfilled
Be Unique, Be Different, Be Special
It’s the best way to make money in this world
Tools and platforms have evolved to make it more attainable than ever
Take advantage of the strengths of the two biggest online marketplaces…
While building a loyal customer base to reduce risk and control your own destiny
Vendio, Simply Powerful eCommerce
Harry Hirschman
Vendio Marketing, Sales & Customer Support650-293-3500
650-619-5108 [email protected]
www.vendio.com
