How Legendary Whitetails is Leveraging a Marketplace Sales Model
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Marketing Beyond The Catalog… TRACY BRINKMANN August 2016
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Transcript of How Legendary Whitetails is Leveraging a Marketplace Sales Model
Marketing Beyond The Catalog…TRACY BRINKMANNAugust 2016
CELEBRATE THE HUNT.Let’s Talk About…
Boldly Go Where So Many…Shop More & More
• MARKETPLACE?• Why Should You Be There?• What We Have Seen• What To Watch Out For• Q&A
CELEBRATE THE HUNT.Marketplace Analog
What is “The Marketplace?”• Basically, it is a location where people REGULARLY gather for the purchase
and sale of provisions, livestock, & Other goods.• AKA: souk (Arabic), Bazaar (Persian), Mercado (Spanish) and so on.• Going back to ancient Greece in the Agora, or Ancient Rome in the Forum or
the Grand Bazaar in Istanbul (oldest still operating marketplace)• I personally loved the German Märkte mainly in Bamberg & Nuremberg
CELEBRATE THE HUNT.Marketplace Digital
What is “The Marketplace?”• In today’s more modern world – the marketplace has gone digital
CELEBRATE THE HUNT.Why Should I Be There?
340-460M Sessions/Month
CELEBRATE THE HUNT.Why Should I Be There?
3.8-4B Sessions/Month
CELEBRATE THE HUNT.Why Should I Be There?
Sessions/Month
Jet 36-40M
Walmart 340-460M
eBay 1.2-1.8BAmazon 3.8-4B
CELEBRATE THE HUNT.
2012 2013 2014 2015 2016?
7.5%
3.2%
1.9%
1.6%
What We Have Seen…
We Started in 2012
CELEBRATE THE HUNT.What We Have Seen…
Not the same buyers
SizingColor Pallet
Assortment
Buy Point ($)
<1% Overlap
CELEBRATE THE HUNT.Marketplace Watch Outs
What To Watch Out For• Do not judge FBA volume by your FBM volume
• We have seen lifts of 3,4 & more when moving from FBM to FBA
• AND VICE VERSA!• Also, avoid judging your FBA volume by your in-house website
volume & curve.• Start with a core group of your “Best Items”
• Step up incrementally from there • Set-Up & Maintenance efforts can grow with SKU count
• Rules vary from marketplace to marketplace
CELEBRATE THE HUNT.Marketplace Watch Outs
What To Watch Out For• Avoid a “dumping ground” mentality
• This is how some new people are 1st going to see your brand!• Be sure to know the image rules
• Again they vary from marketplace to marketplace• Keep your FBA stock replenished and turning
• To maximize sales, avoid storage fees & it’s just good inventory planning
• DT Multi-echelon can help here
CELEBRATE THE HUNT.
Questions?
