How to get Amazon A+ detail pages, no matter your account type!

A+ content is an enhanced product description that’s easy for potential customers to read and understand. Images, text and comparison charts can be presented in various ways to highlight your products. Research has shown that A+ product descriptions can boost sales by 3 – 10%, so getting the most out of the Amazon templates, modules and accounts is crucial.  In this post, we want to share our knowledge and expertise on Amazon’s account types and eligibility requirements.

Account Type: Amazon Seller Central

If you’re already selling products on Amazon, chances are you’re accessing the web-based interface called Seller Central. To take advantage of A+ product descriptions on Seller Central you must be invited to be part of “Amazon Exclusives,” the Amazon store that only features products not available on other eCommerce sites. Once invited, A+ content is created via a choice of templates. The templates offer a variety of options for images, text, and banners. Choose an option and Amazon will upload the content under the “Product Description” header on your Seller Central listing.

Account Type: Amazon Vendor Express

Using a module-based approach, the Vendor Central Express interface offers a choice of 3 – 4 modules featuring images and text. Both the modules and the order of appearance are mandated and unalterable. Download the template, choose the images and content, and send to Amazon support for uploading. The end product appears under the header of “From the Manufacturer” on your Amazon account.

Account Type: Amazon Vendor Central

Amazon Vendor Central is the web interface typically used by manufacturers and distributors. If you sell via Amazon Vendor Central you’re considered a supplier, or first-party seller, selling in bulk to Amazon. Registration is by invitation only. A request for an invite is possible, but there are no guarantees of acceptance.

Vendor Central provides the most creative freedom. A maximum of 5 modules can be chosen from an array of 12 and displayed in any order you choose. In Vendor Central, the end product also appears under the header of “From the Manufacturer.”

geekspeak Commerce understands Amazon

Creating a professional listing that represents your business and product on Amazon is absolutely crucial. The choices and requirements can be overwhelming. Guidelines dictate copy length, number and type of bullets, and quality of images. Certain symbols are not accepted and there are specific requirements as to what may or may not be included in any particular A+ description. At geekspeak Commerce, we specialize in A+ product descriptions. We know the rules and how to use them to maximize your exposure and boost your sales.

Get a quick estimate today to develop your A+ strategy: geekspeak A+ Quote Form

5 Principles of In-Store Retail Merchandising that Apply to Online Stores

The line between online and offline shopping is becoming increasingly blurred as shoppers use both in tandem to fulfill their needs. Smart retailers know that, despite the two being separate entities, shared merchandising principles exist between them. Here they are;

Principle 1. Think about product placement as the first item of importance. 

Brick-and-mortar stores are familiar with the importance of strategic product placement, with supermarkets being especially savvy at this. Consider the last time you went grocery shopping: Produce is placed at the front of the store so shoppers will fill their carts with fruits and vegetables; this makes them think that once they’ve checked off the healthy items on their lists, it’s okay to throw some junk food—which is marked up considerably—in their carts as well.

Smart online retailers have learned this lesson well from offline stores, placing products that showcase their brand on the front page and drawing a lot of attention to it. They also tailor landing pages to their customers, offering a search bar and brand descriptions for newer shoppers so they can familiarize themselves easily and providing suggestions for returning customers.

Principle 2. Showcase product use by placing similar items together.

Walk into any bricks-and-mortar store and you’ll immediately notice that the retailer demonstrates how the product is to be used. In clothing stores, mannequins wear layered outfits; bookstores surround novels with blankets and candles; and music retailers arrange CDs with earbuds and headphones.

While mannequins don’t have the same efficacy online as they do offline, online retailers can still use the same concept by placing like-minded items together, showcasing testimonials and reviews and creating an “ideas” section where shoppers can compare items side by side.

Principle 3. Recognize holiday-targeted marketing as an opportunity.

At least one month before major holidays—or more than two for Christmas—offline stores start ramping up specialized marketing campaigns aimed at the holiday using a variety of colour schemes, buzzwords and themed sections. A furniture store will group chaise lounges, umbrellas and patio tables together with summer accessories for the May long weekend, while movie theatres will bombard shoppers with posters of hit movies around awards season.

This is a fairly common concept for online stores because it’s easy to code different images and layouts for holidays—for example, all that is required during the Christmas season is rearranging the coding to showcase Christmas wish and gift lists, shopping options and holiday-related themes. Another trick that online merchandisers use is sorting their products by price and category, with the former offering shoppers options for gifts under X number of dollars.

Principle 4. Recognize the habits of impulse buyers. 

Just about every bricks-and-mortar store features a selection of low-price items beside the till, with convenience stores being the best example. Colloquially known as stocking stuffers, impulse buys and till-side advertising, these value items have been shown to increase purchasing when placed in front of the customer when they’re paying.

Although it’s physically impossible to place actual objects beside a till in online stores, the essential concept remains the same: The final purchase is split horizontally in half, with the basket and checkout on one side and featured items on the other. Another incentive for using this strategy in online stores is motivating shoppers to add a few more items to their basket so they can meet the minimum requirements for free shipping, if offered.

Principle 5. Cross-sell low-margin items with high-value items.

Department-store retailers understand shopping psychology and know that buyers aren’t nearly as likely to act on impulse when it comes to higher-priced items. Therefore, they place lower-priced items in high-traffic areas in anticipation of drawing the customer deeper into the store and closer to higher-value items. Retailers also make a smooth transition between the two by sporadically placing a high-value item amid low-margin ones at the front and gradually increasing its appearance.

To transfer this strategy to online stores, retailers can research high-traffic areas on their site—landing pages are the most obvious example—and strategically place items they need to sell in these areas. Another way to use this concept is to place a “suggestion row” underneath a shopper’s current selection, with the idea of showing how two items work together so the customer will be more likely to pick up both.

Although online and offline stores vary in their marketing and merchandising strategies, they actually have a lot more in common than what appears at first glance. By implementing the five key principles that in-store retailers use, their online counterparts can appeal to shoppers more efficiently and strategically. Take time to visit bricks-and-mortar stores regularly to see how they implement these principles, and adopt them in your online store accordingly. Some will work and some won’t, but never be afraid to try something new. After all, the most successful online stores are those that learned from the hits and misses of offline stores.

Will the Apple Watch change the eCommerce landscape? It already is!

Apple wasn’t the first to launch a pairable wearable – Pebble and Samsung beat them to the punch with smartwatches and Google introduced Google Glass in 2012 – but Apple’s ability to popularize existing technology is legendary. Its introduction of the Apple Watch in early 2015 has developers and eCommerce giants scrambling to create apps focused on the very next thing that wearers are likely to desire. Smartwatches, where touching and tapping take over from scrolling and clicking, will change the very nature of the online shopping experience. With customers able to receive a Daily Deal text notification, touch the screen to go directly to the store, and tap a button to pay, e-retailers will find ways to target the impulse buyer over the casual browser. Smartwatch app optimization is likely to be the next big opportunity for retailers. As an example, just in time for the launch of the Apple Watch, eBay introduced a new smartwatch app that allows important notifications, such as outbid alerts and warnings, to bypass your phone and go straight to your wrist. Having access to timely messages could mean the difference between winning and losing in the online auction game.

Retailers large and small, credit card companies and social media sites are evaluating smartwatches platforms having the ability to simplify the buying process. A Samsung-PayPal partnership introduced fingerprint technology for authorizing payments on a smartwatch screen with its limited space for a PIN or password. With around 50% of consumers reportedly happy using fingerprints instead of passwords, this initiative opens the doors for shoppers to buy at any online or physical store that accepts PayPal.

Mobile payments are here to stay, especially with a younger generation already joined at the hip – soon to be the wrist – with their mobile devices. Apple, Google, and Samsung are among the forerunners recognizing that mobile payments will make their smartwatches indispensable to the wearer while supplying new insights into their consumers’ buying behaviour. In late 2014, Apple announced that Apple Wallet was partnering with Visa, MasterCard, and American Express to store credit card information on the iPhone, allowing purchases using Apple Buy simply by tapping the phone or smartwatch. Loyalty cards from retailers such as Wal-Mart and Dunkin’ Donuts and store credit cards from the likes of Kohl’s and JC Penny have also been linked into Apple Pay, which will automatically present the right card to the right merchant. Already available in the U.S., Apple Pay is gearing up for a U.K. launch.

Wait, What..? Gamification in eCommerce? Yes, it’s a sure win!

Gamification – or the use of the principles and mechanics of gaming in non-gaming contexts – is all around us. It appeals to our desire as human beings to establish rules, create winners and losers, and compete and collaborate. It gives us levels to achieve, quests to complete, points to garner, and rewards to win. But, is there a real opportunity for an eCommerce application? We say yes!

Let’s take a look at how gamification is implemented to help boost eCommerce sales:

Create Your Own Reward

Simplistic but true, research has shown that the key to gamification success starts by defining the end goal. In an eCommerce context, this means identifying what the business objective is, and why it will benefit the store.

For example, according to Shopify, there is strong evidence suggesting that customer-written product reviews are a great way to increase conversion rates. So placing gaming tactics, such as awarding recognition for writing a certain number of reviews, might help achieve the objective of getting more recommendations. This, in turn, may improve conversion rates and boost the bottom line.

Amazon.com has a basic gamification strategy that encourages reviews: customer content can be rated as “helpful.” This means a dedicated reviewer is rewarded by receiving recognition from other potential buyers. Who doesn’t want to be recognized for being helpful?

Raise the Stakes

eBay was an early adopter of gamification. Rather than a straightforward purchase, customers are encouraged to bid on an item. Text alerts tell you when someone else has bid more than you and the temptation is to rush back to the site to either buy outright or up the game stakes. Messages inform potential buyers that other people are watching the same item, appealing to the urge to be first.

Shopify is one of many eCommerce sites that offer a countdown app to focus customers on special deals, sales, new releases and more. It counts up or down, in numbers or time, but the end result is a sense of urgency; a sense that time is running out to get this item.

Both eBay and Shopify are targeting our desire to get a good deal. And surely it must be a good deal if others want the same product or if it’s only available for a short period.

Dole Out the Prizes

A basic component of any game is the desire to win and be rewarded. The Starbucks loyalty app bundles pre-order and pre-pay capabilities with free music and reward levels based on the number of stars “won” by making purchases.

Given a choice of coffee at the local café or earning stars and maybe achieving the next level at Starbucks, combined with the convenience of placing and paying for your order right on a smartphone, consumers appear to be voting with their taps. Compared to the thrills of playing the game, the reward of a free coffee is probably incidental.

With web developers creating great new apps and web applications every day, there are a seemingly limitless number of ways to introduce gamification into your eCommerce store. The trick is to decide what behaviour you want to influence and what gaming tactic you’ll use to condition it.

Launching your online store in 2016? Here is what you should be doing now.

There are a lot of decisions involved with the launch of an online store and focusing your attention on some of the more important aspects of eCommerce can save you time, money, and frustration. Here are the key areas to consider:

1. Picking Your Online Platform

The first decision should focus on the type of online platform appropriate to your business. There are basically three options:

  • Build your own eCommerce platform;
  • Use an existing online marketplace like Etsy, Amazon, eBay;
  • Set up with an eCommerce site such as Shopify, Magento, or Bigcommerce.

However, you’re not limited to just one option. Many stores host their own eCommerce platform and still sell on Amazon and Shopify. Other e-retailers prefer the convenience and corporate or community support of an established online marketplace or eCommerce site. Self-hosted stores give you the freedom to do it all your way, but the expense and expertise required can be a burden for some.

2. The Amazon Advantage

The biggest advantage of using platforms such as Amazon or eBay is the sheer scale of their online presence. Amazon, for example, draws an estimated 85 million unique visitors each month to their site. While these consumers are looking for specific products rather than your store, if they purchase your product there’s an opportunity for repeat business through excellent customer service or fulfillment.

3. Billing and Order Fulfillment

A key area of concern for eCommerce merchants is how to fill and ship items processed through the shopping cart and payment collection. Consider tracking systems for inventory and shipping as well as a shipping service. Payment options can be limited to just PayPal or opened to include all major credit cards.

Amazon and other major eCommerce marketplaces offer complete packages for shipping. “Fulfillment by Amazon” (FBA) lets you store your inventory at Amazon’s warehouses where they pick, pack, and provide customer service for the sold products.

Shopify offers numerous third-party apps to help with fulfillment, invoicing, and shipping. Indeed, Shopify even supports FBA if you choose to sell on Shopify and use Amazon for fulfillment.

Your choice of how to fulfill and ship orders will depend largely on the type and number of products you sell and all the associated costs.

4. Hello, World

Another consideration in launching an eCommerce store is how to boost sales and boost your brand awareness. For email blasts, write engaging and relevant content to hook your readers and inspire them to visit your store and buy. Choose an email content marketing provider that offers the services you need at a price you can afford. According to PC Magazine, questions to ask yourself before choosing an email provider include who’s your audience, what do you want them to know, how often do you want to send them emails, and how much support do you need?

5. Like Us

Social media is a must for eCommerce stores. Offer a variety of ways for your consumers to interact with your store. Invite them to “Like” you on Facebook, be active on Twitter, and/or upload videos on YouTube. The more you can engage with customers, the more they’ll feel loyal to your brand.

6. Thank You and Come Again

Services such as Picreel offer exit strategies for people visiting your eCommerce store. Such marketing providers can let you survey a select group of customers or provide pop-ups to entice people to stay and shop longer.

Conclusion

It takes time and effort to create an online eCommerce store. Pre-planning is key. Start your research and decision-making now – reap the benefits later.

5 Things to Consider for Seriously Seductive Product Descriptions

When a customer has to rely on a picture and a few words to make a buying decision, product descriptions become crucial. It’s no longer enough to just describe the product’s features. That short description needs to engage, connect, and sell. Consider these five strategies when developing your eCommerce product descriptions:

1. Know your buyer persona.

Developing a buyer persona, or profile of your target customer results in more cost-effective and stronger marketing. Rather than targeting everyone in general but no one in particular, gather as much information as possible about the customer who buys your product. Knowing the buyer persona allows you to use language they’re used to, place marketing efforts where they’re likely to see them and provide solutions that seem tailor-made to fill their needs.

2. Combine benefits with the features.

A feature is a factual statement about your product. A benefit answers your customer’s question: “What’s in it for me?” Be careful that the benefit isn’t just an elaboration on a feature. For example, maintaining a consistent speed may well be a benefit of cruise control in a car, but what your customer really wants to know is, “How does this help me?” The answer could be: by maintaining a consistent speed, you’ll save on fuel costs. Think about your customer’s needs. How does your product help fill them?

3. Seduce with sensory words.

This is particularly important for eCommerce sites. Research has shown that touching a product increases the desire to own it. Seduce the customer to buy from you by using sensory words. An aromatic candle, a dreamy plush blanket, soft stretch-denim jeans all convey sensory aspects of the product to let the customer imagine smelling, feeling, wearing the product.

4. Create a readable format.

People rarely read every single word on a Web page. They scan the text, picking out individual words and phrases. Make sure your description is easy to read by highlighting keywords, use bullet points, increase the font (particularly if your buyer persona is in an older demographic!), use video or photography, and give the reader lots of white space.

5. Use effective keywords for search engine optimization (SEO).

Finding the right balance between using effective keywords and keeping the product description readable for your customer is never easy. People have a tendency to be pretty specific in their keyword searches, so try to avoid overly general keywords. Search engines dislike duplicate content. Use unique content rather than duplicating the manufacturer’s description, which might even have the result of sending people over to another website!

Your product descriptions may be short, but they need to pack a punch. Know your buyer and try to anticipate the ways your product can help them. Above all, make it easy for customers to find you and buy.