A brilliant tool to have in your Amazon arsenal, Brand Tailored Promotions (BTP) can be a super-effective way to target audiences like repeat, recent and high-spend customers, as well as cart abandoners. So should you just roll them out across your catalogue?
Well, maybe – and maybe not!
Like all things Amazon, the key to making BTP as successful as possible for your brand lies in taking the time to think closely about your “why” before you begin…
… And then combining your chosen why/s with concrete data! Brand Analytics Data and BTP are a potent mix.
Here, courtesy of our brilliant Head of Seller, Becca Woollin, are 4 questions you can use to shape your BTP strategies for each audience:
1. Repeat Customers
What’s your “Subscribe and Save” (SnS) strategy?
If there’s a chance these promotions will overlap, you need to make sure you’ve got enough margins to allow for double dipping.
2. High-Spend Customers
For Becca, rolling these promotions out to your most lucrative buyers is just a no-no.
We’ll let her explain, with one simple question…
“Why would you encourage the consumers who spend the most with your brand to shop with a discount?”
3. Recent Customers
The key here is to think about your normal product life cycle – how long would you expect a purchase to last?
And, if these recent customers love your product, where do you really want to send them – to SnS or to buy using a promotional code?
4. Cart Abandoners
For Becca, cart abandoners are the golden ticket for BTP.
Paired with retargeting ads, developing a strategy that targets abandoned carts is one which the Venture Forge team are seeing some really strong results from – and the place you should focus in the first instance.
Want us to replicate the success of our BTP clients for your own brand? Speak to our experts today.