ChannelAdvisor Expanded Product Suite: Spring 2017
There’s been a lot of buzz around the ChannelAdvisor offices lately — and with good reason. We recently launched the biggest product update to our platform, ever.
You see, the e-commerce industry has been evolving at breakneck speed. The modern consumer’s buying journey had changed — drastically — and that means that brands and retailers need to optimise the steps along that journey to ensure that they’re reaching the people they need to reach at the right time that they need to reach them.
As competition in the e-commerce space heats up, brands and retailers are having to rely more on quality, complex, data-driven content in order to influence product discovery and capture their audiences. Pricing is becoming more important across channels as sellers compete to win the coveted “buy box” spot. Brands are making the decision to go direct-to-consumer. Fulfillment and logistics have been buzzwords ever since free 1-day shipping became a consumer expectation rather than an added bonus. The traditional “path to purchase” that we’ve become so comfortable with is being turned on its head as consumers shop across an array of channels.
So what did we do about it? We developed a suite of new products, updated some existing ones and, overall, engineered an expansion to our product offering that we feel is apt to help our customers optimise their e-commerce operations so that they can connect to more customers and grow their sales.
It’s worth saying again: Advertising and marketing efforts are increasingly dependent on quality content. That’s why we’re excited to launch Product Content Optimisation, which is designed to help reduce the time spent on quality content creation and syndication and boost return on advertising spend (ROAS).
As Amazon continues to capture the majority of the growing market, it’s important for sellers on the marketplace to understand the competitive landscape that they’re up against, so they can optimise their strategies. The Competitive Environment Dashboard for Amazon provides sellers with a single, centralised dashboard that helps them identify the areas where they’re losing market share and where there might be opportunities for growth.
We can’t talk about optimising without talking about pricing strategies. This spring, our suite of repricing tools comes full circle with the Algorithmic Repricer for eBay. In order to stay competitive and at the top of search results, sellers are required to effectively manage dynamic price changes. And this is no easy feat when you’re managing 100s or 1000s of SKUs. With our repricing technology, sellers can set their pricing strategy and let our algorithm do the rest. Best of all, this feature comes at no additional cost for ChannelAdvisor customers.
This year, Facebook dramatically increased its ad offerings by incorporating dynamic and carousel ads, allowing advertisers to create targeted ads based on users’ web activity, increasing potential reach. We’ve added support for these ad programs, so our customers can combine Facebook’s intent-based marketing capabilities with our powerful analytics and team of industry experts, resulting in intelligent recommendations that’ll help guide the creation and optimisation of ads. How’s that for a performance boost?
What about offline sales? There’s a feature for that. Local Inventory Ads on Google allow advertisers to provide local shoppers with in-store product availability with the click of a button. Or the touch of a finger. Our technology combined with the know-how of our Managed Services team are helping our customers drive efficiencies and optimise product content.
Our team of experts is also equipped to manage all aspects of clients’ complex ad programs on Amazon with our new Marketing Services for Amazon program, which enables brands selling first-party (1P) on Amazon to drive awareness and sales via Sponsored Products, Headline Search Ads and Product Display Ads. Our team works with clients to understand their goals for the marketplace and develop a successful strategic plans.
We’ve also added new marketplaces like Fruugo and Tophatter to our Access ChannelAdvisor integration, connecting sellers to millions of new customers.
As more brands make the switch to selling first-party on Amazon, the challenge arose to find a manageable way to take control of their brand. Using our Product Content Optimisation technology, our Managed Services team can now provide clients with Vendor Services for Amazon, helping brands optimise product data, manage merchandising opportunities and make those important strategic decisions that will drive growth.
Phew. We know, that was a lot of information, but let’s not forget that this is the biggest product expansion in the history of ChannelAdvisor!
For a more in-depth overview of all of these exciting new changes to our platform, register to view the on-demand recording of the Spring 2017 Expand Product Suite webinar.