In today’s competitive retail landscape, understanding and capitalizing on shopping events known as “Deal Days” can be a game changer for brands aiming to thrive in e-commerce. In 2024, during Amazon’s 48-hour Prime Day sale, US shoppers spent over $14 billion online—a staggering increase of 11 percent from the previous year. This trend highlights the surge in consumer spending during promotional events and underscores the importance of strategic planning for brands looking to boost their visibility and sales in the long term.
The Marketplace Landscape
At the core of this discussion is the acceleration company Front Row, formed in 2023 through the merger of five distinct agencies. They support brands like Ouai and Farmacy Beauty in navigating e-commerce growth, particularly on key platforms such as Amazon and Walmart. Recent research by Wunderman Thompson indicates that more than 35 percent of online purchases occur on marketplaces, a figure projected to reach 60 percent by 2027. Hence, brands need to adapt their strategies to align with this growing trend, especially during significant shopping holidays.
Shifting Attitudes Towards Deal Days
Historically, brands have hesitated to engage in Deal Days due to concerns about the implications of deep discounting on their brand image. Many have been wary of following the “always on sale” models prevalent in traditional retail. However, as consumer preferences evolve, brands have come to recognize the buying potential associated with exclusives on platforms like Amazon. Deal Days are now seen as opportunities to create memorable shopping experiences that resonate with customers.
For instance, brands must develop unique offerings that cannot be found elsewhere. This might include product bundles or exclusive kits tailored specifically for these promotional days. Such strategies not only drive traffic but also collect valuable customer data, revealing post-purchase behaviors that can inform future marketing campaigns.
Preparing for Success
Effective preparation for Deal Days is vital. According to Alexandra Carmody, VP of Brand Strategy at Front Row, planning should begin well ahead of the events. Brands need to conduct demand planning early in the year, analyzing potential constraints such as supply chain disruptions. For companies focusing on Amazon’s influence, this means emphasizing exclusive offerings that elevate the consumer experience during Deal Days.
One notable strategy was employed by Ouai during the 2024 Prime Day. The brand capitalized on a 20 percent discount across their product range while simultaneously improving their organic search rankings and customer engagement through targeted advertising and optimized product listings. This strategic approach resulted in a remarkable 100 percent year-on-year increase in total sales during the event and sustained growth in the months that followed.
The Role of Organic Search Rankings
The performance of deals during these promotional days is closely tied to how well brands manage their organic search rankings on platforms like Amazon. With complex algorithms governing visibility, brands have to be proactive about their SEO strategies. Carmody emphasizes the necessity of tracking keyword rankings and answering critical questions regarding how to optimize titles and product descriptions effectively.
For instance, brands should continually assess their keywords and make strategic decisions about budget allocations to capitalize on commercial gains from heightened visibility during Deal Days.
Driving Cross-Channel Growth
Successful brands leverage the visibility from Deal Days to foster growth across other sales channels. The ripple effect from shopping events allows for promotional synchronization across retailers like Target, Costco, and others that often coordinate their own events around major occasions like Amazon’s Prime Day. This interconnected approach creates a broader shopping experience that maximizes consumer engagement.
Moreover, offering exclusive benefits to direct-to-consumer (DTC) channels can incentivize new customers. For instance, gifts with purchases or additional discounts can help create an omnichannel strategy that minimizes competition between sales platforms.
Emerging Trends in Marketplace Strategy
As the landscape of Deal Days continues to evolve, brands are encouraged to embrace affiliate marketing strategies that will maximize visibility and sales. Engaging affiliate partners who can provide essential insights into consumer behavior and promote shoppable links through various media can boost the efficacy of Deal Day campaigns.
Real success lies in attracting new customers rather than solely focusing on existing buyers. Brands must develop comprehensive strategic plans that account for these new-to-brand shoppers, ensuring that they remain engaged beyond the initial purchase.
Beyond Immediate Sales: Measuring Success
Success should not solely be measured by immediate sales figures post-event. Instead, brands need to analyze how these events contribute to long-term customer relationships. Metrics such as the number of new customers acquired and organic traffic fluctuations can provide insights into ongoing engagement strategies.
Following the heightened activity around Deal Days, brands should optimize their content and nurture re-engagement through email and SMS marketing, ensuring that customers are reminded of the products they recently interacted with.
In conclusion, capitalizing on Deal Days represents not just an immediate opportunity for sales but a pathway toward long-term brand success. Brands that can effectively navigate the complexities of e-commerce marketplaces while leveraging consumer insights will not only increase their visibility but also solidify their marketplace presence well beyond promotional events.
