Combined 100+ years of Amazon experience

Providing Amazon strategy, services, and tools/software since 2009

Serving 175+ clients

CURRENT

Advisory & Consulting

Reporting & Analytics

Marketing & Content Optimization

Catalog Management

Retail & FBA Operations

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Current:

VP of Business Development at Ideoclick, Inc. (2016 - present)

Previous:

Online Experience:

Senior Vendor Manager of Consumables, Amazon (2005 –2013)

Brick and Mortar Experience:

H.E.B. Central Market (1993 – 2004)

▪ Digital Commerce in a Marketplace World

Kristin Kelley – Senior Strategist at Ideoclick

▪ Amazon: A Big, Disruptive Deal

Mike Burrington – VP, Operations at Ideoclick

▪ Panel Discussion / Q&A

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Current:

▪ Senior Strategist at Ideoclick, Inc.

Previous:

Management Consulting (10 years)

▪ Specialized in Omnichannel Retail and E-Commerce

Retail Industry (5 years)

▪ Online Merchandising, Eddie Bauer

▪ Online and International Merchandising, Lands’ End

M.B.A., dual concentration in E-Commerce and Marketing

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What portion of U.S. consumers online retail dollars were spent at Amazon in 2017?

Sources: Internet Retailer, Web Hosting Rating

When shopping online, where do you go first?

What percentage of the world’s population is expected to buy online in 2018?

47%

54% to Amazon

Almost 50%

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▪ Digital disruption of the Retail industry

▪ Digitally-driven shopping behaviors

▪ Hyper-adoption and hyper-abandonment

▪ No stable attachment to particular channel

▪ More complex customer-buying journeys

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Unified Commerce

Source: Shopify

▪ Providing flexibility, continuity, and consistency across digital and physical channels to deliver a superior customer experience

▪ Including when a customer is searching, browsing for, transacting, acquiring, and consuming a product or service

▪ Journey may take place over extended period of time

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▪ Growing faster than traditional model in Digital commerce

▪ Amazon, eBay, and Alibaba, will own almost 40% of the global online retail market by 2020

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▪ A marketplace is a website that connects third-party

merchants with shoppers.

▪ The marketplace platform acts as an intermediary

between the two.

▪ The marketplace processes the transaction and remits the

sale minus a commission to the buyer.

Source: Euromonitor Marketplace Report

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Pure Hybrid Hybrid + Physical

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Does my brand belong on a marketplace?

▪ Brand fit

▪ Strategic opportunities▪ Sales

▪ Brand awareness

▪ Product liquidation

▪ Innovation

▪ Brand friendliness

Don’t want my brand on a marketplace

▪ Strong brand

▪ Collaborative retail partners

▪ Direct-to-consumer channels

▪ Deterrents to prevent reselling

▪ Tight supply chain

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▪ Trying to “partner” with Amazon

▪ Negotiating the “traditional” way

▪ Not having good grasp of competitors

▪ Resisting Amazon price-matching other retailers

▪ Lack of data / understanding of Amazon KPIs

▪ Not organizing internally for E-Commerce

▪ Underestimating the importance of search

▪ Letting Amazon be one step ahead of you

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Items will be successful if they are:

▪ Properly and accurately set up

▪ Consistently in-stock

▪ Financially viable

▪ Receiving traffic and activity

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▪ Amazon has 20+ year head-start on the pack and has nailed responsiveness of its platform.

▪ Need strategies tailored to each marketplace.

▪ Brands new to model should take small steps.

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▪ Unified Commerce is a must

▪ Marketplaces cannot be ignored

▪ Amazon success = foundation

▪ Tailor your strategies

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Current:

VP of Operations at Ideoclick, Inc. (2012 – present)

Previous:

Senior Vendor Manager – Amazon.com & AmazonFresh

▪ Managed major CPG relationships on Amazon.com

▪ Supported AmazonFresh launch through initial expansion

Category Manager, Espresso Beverages – Starbucks

▪ Product development, pricing & promotional planning

Director of Produce & Floral, Larry’s Markets

▪ Seattle chain known for high quality perimeter departments

Category Manager, HomeGrocer.com

▪ Multiple categories during startup, IPO & buyout by Webvan

~50%

Predicted share of U.S. ecommerce by 2021

~600M

SKUs available on Amazon

>90M

U.S. prime members (grown 2x over

~2 years)

~2.7B

Monthly global site traffic (avg. since Sep 2017)

43%

Revenue growth of AWS in 2017

~136M

Square feet of NA fulfillment and data center space

>30K

Alexa skills available and rapidly increasing

$13.7B

Amazon acquisition of Whole Foods

130K

Additional employees hired in 2017

5B+

Items shipped worldwide with Prime in 2017

16Emmy Award nominations for Amazon series in 2017

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Amazon represents nearly half of all online sales

CURRENT

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Amazon is taking over the world

Source: Scot Wingo, ChannelAdvisor

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Jeff Bezos, Founder Amazon

Failure is inexpensive, errors of

omission are costly.

Most decisions should probably be

made with somewhere around 70%

of the information you wish you had.

If you wait for 90%, in most cases,

you're probably being slow.

“”

“

”

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Amazon Fresh: Approval to launch – 8 months

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Prime Now: Approval to launch – 111 days

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• 10+ years of physical experience:

•AmazonFresh, Books, PrimeNow

•Amazon Go

• Acquisition of Whole Foods Market:

•400+ new physical locations

•Store r&D platform

• Accelerating rate of industry change:

•Compels aggressive response.

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“We are not in the business of selling things, we are in the business of helping people buy things”– Jeff Bezos

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Significant innovation in automating the shopping experience.

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COPYRIGHT © 2015 CONSUMER EQUITY PARTNERS32 Ideoclick Proprietary and ConfidentialP A G E 3 2

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▪ Amazon is massive

▪ It is agile and disruptive

▪ It is setting the standard – learn

from them

▪ Everyone is impacted

▪ Counter strategies are critical

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Andy Burger

andy@Ideoclick.com

Mike Burrington

mike@Ideoclick.com

Kristin Kelley

kristin@Ideoclick.com

568 1st Avenue South

Suite 600

Seattle, WA 98104

206.620.0428

Ideoclick.com

Follow us on LinkedIn

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