Many brands today sell their products or services through third-party distributors and aggregator sites. However, optimizing your market share across different affiliates can be a challenge.
In this blog, we focus on how brands can track internal site search data to improve their competitive performance across different online marketplaces and improve distribution, as well as strengthen partnerships with affiliates whose audience favors their product. In this section, we look at the coffee searches craze. Click here to download the full Partnership & Influencer Strategy report for 2017.
Amazon vs. Walmart: Serving the Coffee Craze
For retail brands, it’s crucial to understand how and where your
customers are searching for your products.
Amazon and Walmart are the two most-searched online marketplaces
for many household products in the US — for example, if we compare
the top sites which sell grocery products, these two sites combined pull
well over 90% of all coffee searches within their internal website search.
That being said, Amazon and Walmart audiences search for the same
product quite differently.
When seeking coffee on Amazon, consumers are much more specific in their searches, whereas nearly ¼ of all searches on Walmart are just for the term “coffee.” A brand like Folgers pulls a much higher share of coffee searches on Walmart than Amazon, whereas a company selling whole coffee beans would fare better on Amazon.
Understanding what your customers are searching for on your website, and how they are searching for that product is key to determining product placement, key search words and which distribution channels to use for your products.
To learn more, download the full Partnership & Influencer Strategy report for 2017.