18TH March, 2020
In this post we discuss some of the key observations, implications and opportunities for brands to leverage Amazon and e-commerce during the current global Covid-19 crisis.
We are happy to provide no-charge advice to brands around the world. Please get in contact with us via www.podean.com/contact
Economic stimulus.
US Government likely to send $1000 checks to middle/lower-income citizens.
Podean
perspective:
In past
recessions and downturns we encountered the “lipstick effect”
where people would still buy cosmetics as an affordable luxury that made them
feel better in tough times, and instead of buying expensive items such as a designer
handbag.
When government
has sent checks in the past, often this was invested in household items (especially
plasma TVs in the GFC) and entertainment as people used the money to upgrade
their home and for escapism.
We believe any
such monetary stimulus for Covid-19 will be used for essentials such as
groceries and utilities as many people are without jobs (especially those in
the services trades) and have no idea when they’ll even be able to leave their
home.
Implication for
brands:
Focus efforts on
lower priced items where possible. Give your marketing a feel of luxury.
Shifting shopping behavior.
Podean
perspective:
With daily
updates on the virus, people are quickly moving the bulk of their shopping online.
Google trends data for the US last 7 days reinforces this assertion – searches for
the term “Buy Online” increased 51% (ix43 to ix65 – using trendline), Amazon.com
searches increased by 33% (from ix15 to ix20), Walmart.com searches increased 66%
from a slightly lower base (ix9 to ix15) and Target.com increased 150% from a
very small base (from ix2 to ix5).
Delivery Delays
Amazon has sent a
notice to suppliers warning of receiving delays due to prioritizing certain
products, “With this in mind, we are
temporarily prioritizing household staples, medical supplies, and other high-demand
products coming into our fulfillment centers so that we can more quickly
receive, restock, and deliver these products to customers.”
Podean
perspective:
With Amazon
needing to employ 100,000 people to keep up with demand we understand
there are some delays however feel their infrastructure will return
to normal within two weeks – there is simply too much consumer demand across
all categories for them to risk out of stock, and lost margin (especially when
their bricks and mortar competitors are largely being shut, or vacant).
Note that a more
detailed notice was posted (see below) that mentioned baby, grocery, beauty,
pet and household products would be exempt.
We also feel this
message is timely for PR purposes to ensure the general public – and government
– don’t see Amazon as profiteering in a crisis.
Implication for
brands:
Keep an eye on such notices and if you have the opportunity to move product into FBA, take advantage.
Demand Forecasting Challenges.
With daily
economic, societal fluctuations demand is hard to predict.
Deliveries may
also slow (Amazon has flagged this), leading to drops in consumer sentiment.
Podean
perspective:
Brands should not
just use FBA for their most critical and high-volume / high-margin products.
They should have stock in other warehouses and infrastructure available to
manage their own deliveries (USPS/UPS/Fedex).
Implication for
brands:
Don’t forget logistics
optimization. Running out of stock could be detrimental and there are many 3PL
companies we partner with for clients.
Overall changes in consumption
Podean
perspective:
Where more and
more Americans are confined to their homes, media consumption will increase.
Amazon is uniquely positioned to reach consumers across their assets – Amazon
Music, Amazon Video, IMDB TV and through their devices including Fire Tablets,
Apps in FireTV and through Amazon Alexa skills. A key benefit of using Amazon
as a partner (versus say Hulu or Spotify) for this is not just reach and
cost-effectiveness, but also attribution from exposure through to adding to
cart and ultimately sale.
Implication for
brands:
With marketing
budgets being tightened, attribution and effectiveness are critical, and Amazon
is perfectly poised to deliver such metrics and accountability.
Brands should carefully plan their reach and frequency thresholds to ensure they are not over-saturating their audiences, and turning them off
Search / Sponsored Ads / Sponsored Brands
Podean
perspective:
In categories
that are being prioritized by Amazon, and where consumer demand is increasing
(household staples especially), search competition will increase. Podean’s own
clients are significantly up-weighting their advertising spend by 100%+ during
the next month, and seeing sales of some products increase 600%. This
competition will lead to higher CPCs through the auction mechanism, and may
slightly impact ROAS but should be offset by increased sales volumes and organic
sales.
Implication for
brands:
Re-think your search strategy, bids, competitive set, share of voice and technologies used to assist campaign optimization
Display Advertising
Podean
perspective:
Many large brands
that are not selling household essentials are putting their advertising spend
on hold. That includes airlines, travel, services (dentists, doctors, cleaners),
restaurants and entertainment among others. This will decrease overall demand
for DSP advertising and make it more cost-effective; whether display or
video/OTT.
Implication for
brands:
Brands should be heavily
investing in display retargeting on search, and in dynamic display ads that can
feature star rating, reviews, buy now, subscribe and save. This unusual time
can help build brand saliency when you have a greater share of mind.
Changes in purchasing behavior
Podean
perspective:
With belts
tightening and uncertainty around employment, income and health when people do
choose products they will look for value over brand and frills. We believe
there is an opportunity for value-based brands to conquest premium brands they
may not have in the past. This can also be reflected in your display/video
advertising where you can include “value for great quality” messaging.
Brands should
urgently update ad creative, copy and content (eg. comparison tables) to
address a premium audience you may not have previously targeted. This can
include A/B testing of A+ content.