[Step by Step] Why Don’t Customers Trust a Five Star Review? (feat. Eric Smith, VP of Business Development and Partnerships at Shopper Approved and Ryan Garrow, Director of Partnerships Logical Position/Owner at Joyful Dirt)
Future Commerce · with Eric Smith, Ryan Garrow · April 9, 2021 · 58 min
Summary
This episode tackles the customer expectation challenge set by Amazon, showing DTC brands how to coexist and thrive. It highlights leveraging Amazon as a sales channel while strategically building a direct-to-consumer presence to own customer relationships and brand identity, moving beyond simply competing on price and speed.
Key takeaways
Amazon is a retailer for your DTC brand, not a partner; focus on using it as a vessel for product distribution, but build deep customer relationships off-platform.
Implement an "off-Amazon strategy" with unique product offerings or bundles to foster direct customer relationships and brand loyalty.
Prioritize brand registration and trademarking on Amazon to unlock enhanced advertising features and protect your brand identity within the marketplace.
Understand that a 5-star review isn't always trusted; focus on generating comprehensive product and site reviews that instill confidence, similar to the "warm and fuzzy" feeling Amazon provides.
Leverage the accountability and high standards Amazon imposes on sellers to elevate your overall business operations, benefiting your direct-to-consumer channels as well.
A perfect rating isn’t perfect. Who knew? Validation on the web has been undermined by farms and bots, and trust is harder to build than ever before. Technology can solve for some of the challenges in building trust with your customers. In this episode we dive into the the complexity of building trust, and the paradox of how running an Amazon Prime operation can help you get better at delivering in DTC. Listen now!
What does this episode say about amazon & marketplaces?
Amazon is a retailer for your DTC brand, not a partner; focus on using it as a vessel for product distribution, but build deep customer relationships off-platform.
What does this episode say about dtc strategy?
Implement an "off-Amazon strategy" with unique product offerings or bundles to foster direct customer relationships and brand loyalty.
What does this episode say about customer retention?
Prioritize brand registration and trademarking on Amazon to unlock enhanced advertising features and protect your brand identity within the marketplace.
What does this episode say about brand & content?
Understand that a 5-star review isn't always trusted; focus on generating comprehensive product and site reviews that instill confidence, similar to the "warm and fuzzy" feeling Amazon provides.
What does this episode say about amazon & marketplaces?
Leverage the accountability and high standards Amazon imposes on sellers to elevate your overall business operations, benefiting your direct-to-consumer channels as well.
