With so many event cancellations happening this year due to COVID-19, shoppers and sellers alike can rejoice in Amazon’s announcement that Prime Day 2020 will happen this fall. The massive online sales event is just around the corner, taking place October 13-14.

What is Amazon Prime Day?

Amazon Prime Day is a much-anticipated annual online event in which Amazon sellers and vendors offer deep discounts and exciting promotions on some of their best products. These discounts are available for Amazon Prime members only, leading many people to sign up for the service prior to the event each year. Launched in 2015, Prime Day usually takes place around the month of July, but due to COVID-19, was pushed out to October.

Why is Prime Day Important for Sellers?

According to Amazon, over 175 million products were sold around the globe during Prime Day 2019. This amounts to an estimated $7.16 billion USD in a 48-hour period. Sellers and vendors who take advantage of the event by delivering not only discounted items, but engaging product content to draw in additional shoppers, have a great chance of boosting their sales over the two-day event.

While Amazon did not release the number of new Prime members who subscribed for the 2019 event, it did report that more people signed up on July 15 (the first day of the sale) than any other previous date. This boost in traffic across the marketplace means the potential for not only higher sales, but more awareness for the brands taking advantage of advertising and optimized product content. Visibility is often a goal of Amazon sellers throughout Prime Day, leading to longer term sales growth overall.

What Can Sellers Do to Prepare for Prime Day?

It is not too late to optimize your Amazon product listings for traffic and sales throughout Prime Day. Here are some of the ways you can do just that:

1. Update your product title, feature bullets and description

Take a look at the written content on your Amazon product listing and determine where it could be improved. Are you showcasing all of the most important features and their related benefits within the bullets? Are you building on the product story in the description? Have you woven keywords into the content naturally to improve SEO? These are all critical steps to ensuring your product listing is optimized and engaging for customers.

2. Add new and engaging photos to your image gallery

When an Amazon shopper enters a term into the search bar and your product appears among a sea of similar items, does yours stand out? Your hero image is what will determine this. Take a look at your Amazon image gallery to make sure your product photography is professionally shot, eye-catching, and helps tell a shopper everything they need to know through infographics, lifestyle images, video and more.

While SEO-driven copy and engaging product photography will help drive shoppers to your listing on Prime Day, anA+ page is what will capture their attention enough to help them make a purchase. Amazon credits A+content with a 3-10% lift in conversion, so it is an element that is not to be ignored. With great A+ content, you can provide supplemental information to a customer in a visually appealing way while simultaneously building your brand story.

4. Launch a Storefront

Brand building can also be achieved with the creation of an Amazon Storefront. Similar to an eCommerce website, a Storefront is a dedicated space for all of your products and related content to live on Amazon. It also provides the ability to cross-sell and up-sell, showcasing all of your products to a shopper in one well-designed place.

5. Advertise your brand and products with a pay-per-click campaign

Your organic traffic will likely see a boost during Prime Day, but if you really want bring your views and impressions to the next level, an Amazon PPC (pay-per-click) campaign can help with just that. Target popular, relevant search terms to bring traffic to either your Storefront or to specific product listings to make the most out of the mass of Prime Day shoppers.

6. Offer coupons, discounts and promotions

Of course, Prime Day wouldn’t be Prime Day without the incredible deals offered by sellers and vendors across the marketplace. If you really want to make a mark with new customers, create promotions they won’t want to miss. Check out our previous Prime Day blog post for everything you need to know.

Now more than ever, consumers are flocking to the internet to complete their shopping. From grocery essentials to DIY supplies to new casual outfits suitable for a work-from-home environment, many categories are seeing an uptick in direct-to-consumer sales.

Because of this, it’s a critical time for many brands to take a step back and look at the presentation of their eCommerce websites. Does the navigation menu make sense? Are products consistently named and properly categorized? Can shoppers easily fulfill the journey from the first page to the final checkout?

According to Statista, retail websites generated 14.34 billion visits globally in March 2020, an impressive increase from 12.81 billion visits just two months earlier in January 2020. Product taxonomy is a great way to take advantage of this increasing traffic and to ensure your company is on the right track toward higher conversions.

What is Product Taxonomy?

Product taxonomy is the structuring of your website, both from the backend (viewable only to you and/or the team that manages your website) and the frontend (what the shopper sees).

Your collection taxonomy lives in the backend, and helps your team establish a standardized way to collect and store product data.

On the frontend is your presentation taxonomy, which exists to simplify the way your customers find products on your website. This includes product categories, sub-categories, parametric filtering and more.

Your collection taxonomy fuels your presentation taxonomy. When product data is properly collected, standardized, categorized and organized, it is reflected by an eCommerce website that is easy to navigate, with products that are simple to find and buy.

How Does Product Taxonomy Help Increase Sales?

According to Amazon Web Services, 88% of online shoppers would not return to a website after having a poor user experience.

An easy-to-use eCommerce website creates a positive experience for shoppers, who are more likely to return to your online store if they’ve been able to shop it without frustration. If your products are categorized logically, show up in relevant search results, and can be correctly filtered by attributes like colour and size, then the customer journey should be quick and simple.

If your product display pages contain optimized and engaging content including well-written product descriptions, informative feature bullets, high-quality images and accurate specifications, a customer will feel more confident purchasing the item.

All-in-all, a well-built product taxonomy is the foundation of a positive user experience that ensures a customer can easily navigate and purchase from your site – and return to continue doing so.

What Other Services are Related to Product Taxonomy?

• Product Classification: Assigning products to their correct product categories
• Data Aggregation: Gathering missing product information to enable a more knowledgeable buying decision
• Data Cleansing: Standardizing and normalizing product attribute values
• Product Data Migration: Transitioning product data to a new platform, marketplace, website or product information management system (PIM)

It is no secret that businesses of all sizes, in all industries, have felt the impact of COVID-19. Any sales projections made at the start of 2020 have likely been steamrolled by the pandemic, with sales figures changing much more rapidly and unpredictably than expected.

Everything has changed, from the way we shop and work to the way we interact with our friends and families. For some companies, the pandemic has shut doors permanently. For others, temporarily. And for those who have been able to leverage new ways to stay afloat, the pandemic has shown the kind of creativity and resilience required in uncertain times.

Retail is one of the sectors most obviously hit by COVID-19. Globally, one of the first steps taken to try and curb the spread of the virus was to close all non-essential retail stores and allow only online sales, delivery and curbside pickup. Even now, as restrictions slowly start to lift around the world, retailers must still adapt and adjust to their “new normal.”

Let’s take a look at five ways in which this pandemic has affected retail.

How Retail is Changing During the Pandemic

1. Overall eCommerce Sales Have Increased

During the pandemic, many consumers have turned to the web to shop for both essential and non-essential items – either due to store closures, personal safety preferences or convenience. According to a report by Signifyd Inc., who surveyed 10,000 retailers, eCommerce sales were up 40% at the end of May, compared to pre-pandemic numbers.

This trend has forced many brick-and-mortar retailers to pivot in order to try and keep revenue up during this time, launching or optimizing existing eCommerce websites to account for lost sales in-store. eCommerce platform Shopify saw a 75% increase in new store creations between March and April alone.

With consumers spending more time online and less time in-store, sellers should expect their eCommerce growth to continue rising as shoppers get used to the convenience of online ordering.

2. Customers Are Focusing on Some Items Over Others

Whether in-store or online, shoppers are spending their money in very specific ways. According to a report by Statistics Canada, during the first week of COVID-19 related restrictions, these items saw sky-rocketing sales increases across the country:

• Hand sanitizer: up 639%
• Masks and gloves: up 377%
• Toilet paper: up 241%
• Dry and non-perishable food items: up 239%

It is easy to assume why these items saw such a spike once COVID-19 came to the forefront of Canadians’ minds.

In more general terms, an Attentive report for the month of May cites increases in categories such as Home (+26%), Apparel (+24%) and Beauty (+19%), and decreases in Electronics (-21%), Luxury Apparel (-9%) and Pets (-1%). Real-time sales figures tracked by Attentive throughout the pandemic have proven to be quite volatile, with consumer behaviour changing rapidly the longer they stay at home.

As time moves on, it is expected that consumers will be less brand loyal and more likely to search for lower prices, especially within the essential categories of grocery, pharmacy and household supplies. This will likely change the way retailers price and promote their products in the near future.

3. Curbside Pick-up Has Become A Household Term

Curbside Pick-up – BOPIS – Click and Collect. Many businesses not able to accommodate shoppers in-store have turned to a BOPIS (buy online, pick-up in store) model with curbside pick-up options. From clothing stores to restaurants, we’ve seen many different companies adopt this creative way to continue supplying product to their customers – so much so that “curbside pick-up” seems to have become a new household term for many.

Even as stores begin to reopen, retailers will need to determine if they can continue offering a curbside option for those who are uncomfortable or unable to enter their establishments. Signifyd Inc. reports that BOPIS has seen a 248% increase since before the pandemic – an impressive growth trajectory that is sure to make an impact moving forward.

4. Social Distancing In-Store

For those consumers who have continued to shop in-store for their groceries, outdoor supplies, pharmacy needs and more, social distancing measures have become an expectation. Distancing regulations have forced shoppers to wait in lines outside of retail stores for the first time, to stand six feet apart from other customers and move through one-way aisles, to shop more efficiently, and perhaps even to do so while wearing a mask.

How will these measures change retail post-pandemic? We expect retailers will continue working towards a distanced shopping experience in order to ensure their customers feel safe entering their doors: wider aisles, more frequent sanitation, self-checkouts and contactless payments – and, of course, more promotion of eCommerce options.

5. Customers Are Getting Used to the “New Normal”

According to research performed by PFS Web Inc., 40% of consumers say they shopped a new eCommerce website during COVID-19, and 45% say they would return to this website based on a positive shopping experience. With more consumers exploring eCommerce more frequently, habits are being formed and positive experiences are shaping preferences.

58% of shoppers expect to order more online in the coming months, according to Digital Commerce 360, which means that even as brick-and-mortar stores start to reopen, an eCommerce strategy will continue to push sales for many.

All-in-all, the retailers who have adapted to the pandemic and adopted a multi-channel approach to sales (including brick-and-mortar, direct-to-consumer websites and expanding their eCommerce presence to marketplaces) will be the ones to survive with greater success once things “return to normal.”

Imagine this: Your customer is in the market for a new television. They check out your online electronics store to see what you’re currently offering. The website looks great at first, but there’s just one problem – the menu is a mess! The product categories are too vague for the customer to easily decide where to go, or maybe they’re incorrect all together with products like laptops under ‘Office Supplies’ and smartphones under ‘Home Entertainment.’

The shopper’s next step is to try the search function, but when they type in ‘TVs,’ they see hundreds of results – not all of which are televisions. Instead of scrolling through pages and pages of products, the customer gets frustrated and leaves to check out a different retailer’s site.

Unfortunately, this situation is more common than many brands and retailers would like to admit. Product taxonomy can be a difficult undertaking for retailers of any size, and it can be challenging to step outside of your own organization to see how shoppers are experiencing your eCommerce website.

Understanding this, we launched a data services solution that supports a range of needs including Product Taxonomy, Product Classification, Data Cleansing, Data Aggregation, and Product Data Migration. It’s called RetailTaxonomy.com.

“We launched RetailTaxonomy.com to help retailers and brands alike narrow down the critical data services that help drive a better user experience for your shoppers,” says Isaac Wanzama, geekspeak Founder and Chief Strategist.

A better user experience can lead to higher sales when shoppers can intuitively discover and purchase products on a user-friendly website. This is the basis of product taxonomy – the organization of your merchandise into hierarchies and categories that make it easier for customers to search and browse items. This includes drop-down menus, left-hand navigation, filtering and faceted search, related products and more. The goal is to make it as easy as possible for your shopper to get from home page to shopping cart.

• Are struggling with a growing catalogue and are unsure of how to efficiently onboard and categorize an influx of new products
• Want to migrate their products to a new website, platform, marketplace or product information management (PIM) system
• Have seen a dip in sales after a website relaunch or redesign
• Receive customer complaints about uncategorized, incorrectly categorized or hard-to-find products
• Receive product data from vendors that is incorrect, incomplete or not up to defined brand standards
• Know they require a well-developed product taxonomy but do not know where to start

The annual Growth 500 is the definitive ranking of Canada’s Fasting-Growing Companies, produced each year by Canada’s premier business and current affairs media brands. Published by Canadian Business and Maclean’s, as well as online at Growth500.ca and CanadianBusiness.com, the Growth 500 ranks Canadian businesses on their five-year revenue growth.

This year, geekspeak made the cut at No. 332 on the list, boasting a five-year revenue growth of 221%. In the ranking of fastest-growing companies in the GTA, geekspeak ranks No. 132. Though not used in the ranking, geekspeak’s nine-year revenue growth is an impressive 410%.

“The companies on the 2019 Growth 500 are truly remarkable. Demonstrating foresight, innovation and smart management, their stories serve as a primer for how to build a successful entrepreneurial business today,” says Beth Fraser, Growth 500 program manager. “As we celebrate over 30 years of the Canada’s Fastest-Growing Companies program, it’s encouraging to see that entrepreneurship is healthier than ever in this country.”

Isaac Wanzama, geekspeak Founder and Chief Strategist says, “The geekspeak team is thrilled to be included in this year’s Growth 500 ranking of Canada’s Fastest-Growing Companies. As a company based in downtown Whitby, it’s always exciting to work with national and international clients. Being in the eCommerce industry has allowed us to grow further, faster and we’re eager to see where we go in the next five years and beyond.”

About the Growth 500

For over 30 years, the Growth 500 has been Canada’s most respectable and influential ranking of entrepreneurial achievement. Ranking Canada’s Fastest-Growing Companies by five-year revenue growth, the Growth 500 profiles the country’s most successful growing businesses. The Growth 500 is produced by Canadian Business. Winners are profiled in a special Growth 500 print issue of Canadian Business (packaged with the October issue of Maclean’s magazine) and online at Growth500.ca and CanadianBusiness.com. For more information on the ranking, visit Growth500.ca.

About Canadian Business

Founded in 1928, Canadian Business is the longest-serving and most-trusted business publication in the country. It is the country’s premier media brand for executives and senior business leaders. It fuels the success of Canada’s business elite with a focus on the things that matter most: leadership, innovation, business strategy and management tactics. Learn more at CanadianBusiness.com.

Want to learn more about what geekspeak can do for your company? Connect with us!

As artificial intelligence (AI) continues to grow, the geekspeak team sought to harness its power for good in the third annual ‘Hack for Good’ hackathon. Taking place at the geekspeak office in Whitby, Ontario on March 22-23, ‘Hack for Good’ saw more than 60 participants – data scientists, computer programmers, designers and marketers – come together to tackle real-world problems with AI solutions.

What is a Hackathon?

A hackathon is a sprint-like event, typically lasting anywhere between 8 hours and several days, in which teams of people meet to engage in a computer programming task that tackles a determined theme or problem.

For three years now, geekspeak has hosted its ‘Hack for Good’ hackathon with the aim being to create an app or app prototype that solves a problem. This year, the theme of the event was ‘AI for Good,’ which meant teams had to leverage AI technology to solve a social, health or environmental challenge of their choosing.

Why AI as a Theme?

AI has very quickly come to the forefront as a truly disruptive technology. With advancements occurring every day, and schools and research centers placing a heavier focus on AI, it made sense to explore its power within the context of a hackathon.

geekspeak has also been exploring AI in eCommerce more thoroughly, with its own in-house data scientists and NLP (natural language processing) researchers. The choice of the theme came naturally, under both industry and internal lenses.

The Event

Participants programmed away until 4pm on March 23, when all laptops were closed and presentations began. The team pitches were judged by Kristina Svana (Spark Centre), Isaac Wanzama (geekspeak Commerce), Dr. Andrew Hogue (Ontario Tech University) and Fatemeh Kazemi (geekspeak Commerce).

Winners

With the judges’ scores tallied by accounting sponsor SourcePoint Business Group, the winners were announced.

• 1^st Place and Recipients of $5,000:  Team Kenny et al, with a journaling app that uses sentiment analysis to help improve mental health treatment and outcomes
• 2^nd Place and Recipients of a Staples Tech Bundle:  The EH-Team, with an AI-powered trash collection and categorization machine that can collect and analyze data about cities’ garbage levels
• 3^rd Place and Recipients of Staples Studio Access:  Team SavourIT, with a computer vision app that classifies food in your fridge, notifying you when it’s about to expire and providing recipe options

Sponsors

geekspeak would like to thank its many sponsors for their contribution to and support of the third ‘Hack for Good,’ starting with the first-ever Presenting Sponsor, Staples Canada.

Next Year

Stay tuned for information about next year’s ‘Hack for Good’ hackathon; date and theme to be determined!

The Consumer Electronics Show (CES) is the world’s largest technology show, each year taking over the Las Vegas Convention Center and surrounding hotels for four full days of innovation. With companies unveiling their latest and greatest, industry attendees get a first look at new tech products before they are made widely available to consumers.

Three geekspeak team members attended the event, showcasing eCommerce strategies and services, as well as new technology that can be leveraged to assist in the creation of optimized product content.

Here are some of the biggest themes we saw throughout the show floors of CES:

Artificial Intelligence

While the concept of AI itself is not new, the ways in which it is being used are becoming more innovative and immersive than ever before. Almost any product you can imagine – from your oven to your travel luggage – is becoming “smart” with AI technology. When it comes to digital assistants, CES saw a race between Amazon Alexa and Google Home for integration into everyday gadgets like smartphones and speakers.

Robots

No matter what venue or conference room you entered at CES 2019, there seemed to be a different robot at every turn. From child-friendly robots that help teach students on the autism spectrum, to promotional bots that can be coded to deliver information as museum guides or airport wayfinding, robots were definitely a hit at this year’s event.

Autonomous Vehicles

Smart Homes

With Smart Homes emerging as one of the largest themes of CES 2019, many of the event’s venues were reminiscent of The Jetsons; the animated show that first debuted in the 60s, featuring a family set in the year 2062. Laundry machines, faucets, blenders, microwaves, and even toilets were given tech-powered upgrades at CES, adding these products to the now-typical doorbells, lights and thermostats of existing smart homes.

8K TVs

Much like robots, 8K TVs seemed to be around every corner at CES 2019. While numerous television manufacturers released their own versions of the 8K screen over the course of the conference, LG and Samsung came out on top with some of the most exciting TV announcements. LG showcased an 88-inch OLED 8K TV called the Z9, as well as one of the most talked-about features of CES: the LG Signature OLED TV R, a rollable TV that disappears into its stand when not in use. Towards the end of CES, Samsung unveiled its truly massive 219-inch TV, dubbed “The Wall.”

5G Wireless Technology

One of the more elusive technologies at CES was new 5G networking, something that seems to be on the radar of every major telecommunications company, though few have actually built products or services around it as of yet. CES 2020 will surely feature more 5G-ready electronics; this year, the concept seemed to be more of a buzzword than anything tangible.

Besides these impressive tech trends witnessed at this year’s CES event, geekspeak was fortunate to have seen a great showing of fellow Canadian companies passionate about technology and innovation, and to have had exciting conversations with industry leaders interested in improving their businesses, communities and selves through technology.

Follow us on Instagram @gkspcommerce for more awesome photos of our time at CES!