A+ Merchandising

This week, we’re focusing on maximizing consumer appeal on Amazon. Sweet, ubiquitous Amazon. A powerhouse in the online retail space, a hub for just about everything under the sun, Amazon is a behemoth in the retail space…with a seemingly endless parade of products. So many products, in fact, that “being there” just isn’t enough.

When a product is competing with millions of other similar items, it’s important to leverage every possible advantage.

How do we begin to make our partners’ products stand out? For this topic, we turn to our internal experts, Andrea Franco, Senior Account Manager, and Vera Martynets, Marketing Manager. Both are dedicated to our Amazon business and have put in countless hours setting up titles, managing inventory, and merchandising to appeal to consumers.

DS: Thanks for participating in this roundtable discussion! We’d like to focus today on one particular aspect of merchandising on Amazon: the A+ Page. For starters, what is an A+ page ?

AF: A+ pages are Amazon product pages that go beyond the basic product details and offer online customers more information about a release. They can include additional images and product features that otherwise would not be seen.  

VM: Right, they allow you to add more descriptors to a product.

DS: More descriptors are important because…?

VM: With each additional image you get to program more keywords, which helps with the searchability of the product. More pictures = better appearance in search results.

As you can see, this page lets consumers see exactly what the deluxe set includes!

DS: Okay, from a ‘consumer appeal’ and ‘searchability’ perspective, totally makes sense. Any other benefits?

VM: Adding a good-looking A+ page can result in higher conversion rates, increased traffic, and increased sales.

Loads of great keywords here!

AF: And it’s really a better way to engage the Amazon customer. An opportunity to tell them everything you want them to know about your release, like special features, Dove Approval rating, extensive cast. It’s a way to boost your release in search rankings without paying for sponsored ads.  It’s also an opportunity to optimize for mobile customers.

A closer look at Audrey, a documentary about this extraordinary actress, style icon and humanitarian.

DS: So this enhanced page can work on whole lotta levels, got it. What is the cost to our label partners?

VM: Zero, nada, zilch!

AF: That’s right: NOTHING!  This benefit adds value without costing a thin dime.

DS: Well, that’s great…so what do you need from label partners in order to create these awesome pages?

VM: Attractive synopsis, great stills. Photos showcasing talent, production value, storyline intrigue – anything that makes the movie look fantastic! And press reviews, critics’ shout-outs, awards…

AF: We call this EMC (Enhanced Marketing Content). The more photos the better, so I’ll add “beauty shots” of gift sets and talent headshots to Vera’s list. Oh – and expanded synopsis, special feature details. Detailing content by disc on multi-feature or box set products.

DS: Laughing a bit that we don’t escape this discussion without at least one new acronym…but what’s the dream scenario for EMC?

AF: The dream? At least one banner, lots of stills, full synopsis, and feature call-outs. That being said, a little bit can go a long way in making a polished, searchable product page that stands out from the crowd.

Clear photos featuring recognizable talent and a grabby banner to top them off!

DS: So, if I were to summarize our chat, I’d say key takeaways about the value of an A+ page are:

  1. Increases searchability (stand out from the competition)
  2. Adds consumer appeal (better sales tool)
  3. 100% customizable, based on available assets, no reason not to!

Thanks, Andrea and Vera. This has been a great discussion about the Amazon A+ page service we provide to our .com label partners Thank you both so much!

Readers, if you would like to learn more about our A+ page support and features, please reach out to us at studios@ds.aent.com for more information!

Easy as S-B-T

Not so long ago, retailers across our delightful nation started to discuss new trading terms for their home entertainment departments.

Quickly the “talk” turned to adoption across the marketplace. While whispers of “Scan Based Trading” were just beginning to buzz in the corridors and conference rooms of other distributors and studios, our team was already leading the charge to transition our labels into this new world as seamlessly as possible.

But let’s back up. Not everyone even knows what we’re talking about. To appreciate this pivot fully, here’s the backstory: the home entertainment industry existed for decades under a model where the process was pretty much as follows:

  • (1) distributors pitched retail buyers,
  • (2) orders were placed by retailers for all those awesome DVD titles,
  • (3) goods were shipped to retail stores and warehouses by distributors, who then
  • (4) collected monies after an agreed-upon interval of time.

Most of these DVD/Blu-ray goods were expected/projected to go home with happy customers, with a certain unfortunate percentage destined to return to distribution warehouses eventually. In this model, a retailer’s resources were tied up in inventory, awaiting a sale.

The Scan Based Trading model represents a different approach entirely. With SBT, suppliers maintain the ownership of the inventory within the retailers’ stores or warehouses until the item is scanned at the point of sale. This reduces financial risk on behalf of the retailer, while literally, nothing looks different to the consumer in the store.

But what’s the impact on the supplier? We asked Pat McDonough, our SVP of Sales and here are his thoughts on the topic:

“The benefit of the SBT model is that it gives Distribution Solutions control of the space, which guarantees product placement for our label partners. It also allows us to make sure that the right product is in the right stores for the best sell-through.”

Pat McDonough, SVP Sales

As far as scope, Distribution Solutions currently trades on SBT terms with Target, Best Buy, FYE, Fred Meyer, and Bi-Mart. But that’s not all…

Distribution Solutions also manages SBT inventory within Dollar General (with permanent racks in 4,700 of their 17k stores!) and Menards (a value bin AND a dedicated 4’x6′ fixture).

Our team’s dedicated floor space and fixtures represent valuable opportunities for our team to curate re-sets that support the lifecycle planning of our partners’ content. Our relationships also allow us to think outside the box (and in-line sections) and place trays and other specialty POS displays to support key releases across these accounts.

To learn more about Scan Based Trading and Distribution Solutions, drop us a note at studios@ds.aent.com

Hello!

Distribution Solutions is excited to launch our new weekly newsletter, as we put the (pardon the slightly overused phrase) “dumpster fire” that was 2020 behind us and approach this new year with joyful enthusiasm.

Among our business goals for the new year is a commitment to shining a light on our capabilities and how we help create success for our partners. And what better way to do this than a ‘show & tell’ format!

Stay tuned for our brand-new weekly blog, containing what we like to think of as bite-sized case studies that will give readers a sense of our reach, expertise, and value in the industry.

If you’d like to know more about any topic or would like to set up a meeting with us, please email PR@aent.com.

We wish you a Happy New Year!