By Martin Heubel, Amazon Strategy Consultant at Consulterce
Stop launching products designed for the physical shelf on Amazon. It erodes your margins and weakens your competitiveness.
Your brand wins the digital shelf with ads and your Product Detail Page (PDP) content, such as images, videos, and A+ content.
You don’t convert shoppers because of your packaging design.
In physical retail, your packaging does most of the heavy lifting. To attract the shopper’s attention, most CPG packs are oversized compared to the actual product inside.
Like it or not, but this creates inefficiencies in your value and supply chain with online retailers like Amazon.
Bigger packaging = higher handling and shipping costs.
So if your Net PPM reaches unsustainably high levels but your Vendor Manager keeps asking for more investment, chances are your excessive pack size is the problem.
That’s why your product development teams must do more than just adapt your price-pack architecture for the digital shelf. They also must adapt your packaging.
For further information and support, contact Martin Heubel here
