Kiri Masters, founder and CEO of Bobsled Marketing, interviewed 10 members of the Digital Shelf Executive Forum for this report. These executive-level digital and ecommerce leaders come from large, multinational brands with annual revenues over $250 million.
Molly Schonthal, founder of the Digital Shelf Institute Executive Forum; Peter Crosby, executive director of the DSI; and Chris Perry, co-founder and chief learning officer at FirstMovr, also contributed to this report.
Download this report to gain these deep expert insights into the primary drivers of and fixes for ecommerce profitability for your brand.
Ecommerce Is No Longer Considered an Edge Case — It's the Future of Retail
"Every company I've worked for in an ecommerce capacity typically looks at ecommerce through a lens of challenge. 'Ooh, this profitability looks a little squeezed. Please go fix it.," says one report respondent, echoing a statement that is likely familiar for ecommerce executives.
Download this report and learn how leading brands are approaching the following essential focus areas:
Defining profitability for your brand;
Addressing fixed-factor challenges;
Optimizing media spend and attribution; and
Assessing your Amazon relationship.
Defining Profitability for Your Brand
“The very definition of profitability across companies is not consistent,” notes the report, highlighting the necessity of internal goal alignment to ensure every team is working toward the same goals.
This report will help you define your profitability metrics, gain internal alignment, scale your program, and separate your sales channels.
Addressing Fixed-Factor Challenges
Every brand has “fixed” factors, such as product category, price point, supply chain, and other unchangeable features. However, there are ways to address these fixed-factor challenges from a profitability lens.
This report will show you how other leaders have approached pricing, packaging, manufacturing and logistics costs, bundling and multipacks, and scale.
Optimizing Media Spend and Attribution
Media spend is often one of the largest ecommerce channel expenses for many brands, forcing them to consider which portions of above- and below-the-line ad spend ecommerce teams should carry.
This report will teach you how to rationalize brand and performance media. You’ll also develop an understanding of how much to spend and how to improve performance and efficiency.
Assessing Your Amazon Relationship
Amazon is the largest source of ecommerce revenue for many brands. This report breaks down how to review your selling relationship and tighten your trade terms with Amazon — which can be one of the highest leverage activities to help your brand improve its profitability.
Learn how to “stand your ground," explore a hybrid model, and learn more about the Amazon Net Pure Profit Margin (PPM) program.