JULY 2017CIOAPPLICATIONS.COM9Most retailers cite logistical challenges as a primary reason for not expanding into more channels. Managing inventory used to be a stressful experience involving spreadsheets, physical logs, and juggling skills to prevent shortages and overselling. Nearly every seller has a horror story about generating demand, only to find themselves unable to fulfill the orders in a timely fashion.But today this need not be an issue--modern ecommerce platforms and inventory management systems have made this process far more efficient for merchants, regardless of how many sales channels they choose to add. Omnichannel retail no longer has to mean Excel hell. Ecommerce platforms designed for multichannel merchants will do 90 percent of the work for you, and using inventory management software that natively integrates with Amazon drastically reduces operational overhead for expanding into new channels. Make no mistake, inventory mistakes can cost you a sale - or worse, a customer. If you are consistently out of stock, you won't feature in Amazon's Buy Box. The Buy Box accounts for 90 percent of Amazon sales, so you don't want to miss even a minute of eligibility. Secondly, inventory missteps might result in selling an out of stock item. For example, if you have one backpack left to sell in your warehouse and two customers on your branded site and Amazon click purchase at the same time, who gets the backpack in such a situation? Trying to sell something you can't actually deliver is a poor customer experience and one that might dissuade even the most loyal customer from returning.Finding an inventory management system that works for your business helps prevent omnichannel growing pains and allows you to never miss an opportunity to convert. 3. Don't Forget the BasicsWhile the Amazon marketplace is a different playground, the basic rules still apply. SEO, great product reviews, and high customer satisfaction are just as important on Amazon as they are for your store. For example, Amazon has a keyword tool similar to Google's. Pay attention to the keywords that are used by your customers and your competitors. Attributes like title, subtitle, and product description--all factor into your Amazon search ranking. Having professional product photography will help boost your click through rate. If you're unsure where to begin, evaluate competitors that rank highly for target keywords, then start by replicating what they get right in their product titles and descriptions.Great reviews also boost your search ranking. Accurate descriptions, addressing questions on Amazon in a timely fashion and rapid order fulfillment are all effective ways to organically encourage positive reviews. As more and more shopping moves online, customers will continue to value brands that deliver an exceptional experience. Start by learning what they are looking for and how your products fit into this. What drives them to purchase and what questions can you answer proactively to overcome barriers to the sale? Keeping your customer's needs first and foremost, even on channels you don't own, will skyrocket conversions. Bend, Don't BreakIncorporating an omnichannel strategy into your business model requires some flexibility. Not all marketplaces are equal. Adjusting your retail tactics for new channels can take time and experimentation to get right. Remember, success online is a marathon, not a sprint.But if you do it right, the returns from growing on Amazon are certainly worth it. SEO, great product reviews, and high customer satisfaction are just as important on Amazon as they are for your store
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