Having a strategy for Amazon: Revlon And e.l.f. Reveal Their Amazon Playbooks
We all want to understand Amazon. I have traded on it, through it and with them over the last 13 years and mostly traded. In the last 2 years, brand strategy has been something more in focus. When you see comments such as Revlon: Amazon is here to stay, you tend to read on. In a great article by Kiri Masters, we read from Oshiya Savur, Head of US Marketing and Education, Luxury Division at Revlon, who counts half a dozen platforms and channels as core to the brand’s growth, including Amazon.
Savur refers to this as Revlon’s omni-ecosystem, where each channel has its own benefits and drawbacks, and different types of consumer needs it can uniquely meet. For example, specialist pure-play stores can have a close relationship with the end shopper, but lack the volume that other channels bring. Wholesalers can provide a generous dose of income, but open the door to product being on-sold elsewhere, creating channel conflict. Revlon aims for pragmatism in its approach to each player.
The whole article is an articulate guide to modern brand and distribution management across multiple channels - embracing the challenge that each poses.
Some other ways that Revlon is leveraging Amazon and marketplaces in their distribution mix include:
Syndicating customers reviews from marketplaces to the core brand website. Savur specifically mentions the review platform Bazaarvoice as a tool to leverage in this way.
Specialist pure-play marketplaces like Boxed appear to be under-leveraged by many personal care brands. Savur sees big potential in this platform in particular.
Exclusivity can be used as a tool - whether exclusive products per channel, or unlocking exclusive service capabilities per channel.
The threat of Amazon private labels is something that brands in nearly every category face.
Amazon Plans ‘Invitation Only’ Sale Starting June 22.
I have long advocated that the retail calendar needs a shift in cycle. Well, now it is happening. Amazon created Prime day to offset the reliance on Black Friday and have a less discounted, more consumer-led approach to a sales event, in July. This shift in rhythm and time of year was a great move as it offers them better margin and a chance to surprise prime customers with things like early access to deals.
Now when everyone is going to reliant on Black Friday, Amazon are getting ahead of the game again. Worth noting the category selection. Without knowing the conversations, Fashion has been most challenged during the lockdown and I would be close to 100% confident that their stock was bought well before 2019 closed, so they need to do something with it. And so we have "Fashion Summer Sales Event".
In a notice sent to sellers on Tuesday (June 2), Amazon called the sale a ‘Fashion Summer Sales Event’ and said it would be invitation-only, according to documents seen by CNBC. The working title, though not final yet, is “Biggest Sale in the Sky.”
The sale could run between seven and 10 days long.
“We are having the Biggest Summer Sale event to drive excitement and jump-start sales,” the notice states. “To drive customer engagement, we are asking for your participation.”