At the L2 Amazon Clinic this week several speakers discussed the scope and size of Amazon, and how brands are playing offense against the e-commerce giant. Kate Spade offers free shipping and returns, and substantial discounts on the brand site to collect data on consumers. Kiehl’s lists products on Amazon but directs sales traffic to its brand site. Google launched same-day delivery in September for Bay Area residents and is developing the service. Macy’s moved excess inventory of stores online. Many have employed the strategy of being more visible on all e-tailers. Gillette, for example, is a leader in search in the razor and shaving cream category.
L2 Founder Scott Galloway said at the clinic there is no silver bullet for beating Amazon; the key is in basics such as improving fulfillment and Amazon Engine Optimization . He said brands should leverage their brick-and-mortar stores to create multichannel presence and retail locations, something Amazon cannot do. In-store pickup and mobile loyalty programs are two examples of how brands can drive consumers to stores.
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