One Click Retail | The Double Click | Episode 8 – Home Improvement

One Click Retail | The Double Click | Episode 8 – Home Improvement


Does everybody know what time it is?that’s right One Click Retail is proud to present Pete Andrews and Nathan Rigby all right for all you Home Improvement fans Tool Time is back so today we’re talking
about home improvement right Al? I don’t think so Nate.
Anyway Amazon versus the Home Depot in one of the rare moments of true retail
proudness the home depot is competing with Amazon in significant ways 2017
Amazon had over 6 billion dollars of sales in the US the home depot about the
same really yeah that’s right Wow percentage growth wise Amazon twenty
five percent year-over-year the home depot 21.5 percent so in keeping pace
they’re keeping pace so what are they doing between the two why is Amazon
have a fierce competitor in the home depot well so it’s all coming down to
search in my opinion Amazon is is as we always talk about within search they are
product driven right and so I’m focusing on people that are looking for specific
products and I’m able to sell to them Home Depot however they’re focused on
that DIY customer and so if you start typing things in in search you’ll often
see project related search terms that I can go into and it gives me a whole list
of things that how do I do this project what are the type of products and
services that I need for for that product and I can build a market basket
for that’s what I thought I was impressed by with the Home Depot is on
those project related terms it really is built around how do you
finish the project my wife is gonna be excited about this because no longer
isn’t about me getting power tools but rather it’s about me actually finishing
the bathroom right now that’s interesting I think it’s interesting to
think that Amazon’s being successful here and the Home Depot’s being
successful here so there’s a two prong approach to this strategy and we need to
figure out a way that we can merge this into one platform on Amazon. Great idea so let’s start with Amazon there’s kind of three types of terms
that you can really generalize search around those are category related search
terms brand related search terms and project related search terms
in the Amazon ecosystem they live and breathe in brand and category and
project is pretty much non-existent so Pete what do brands who’s winning and
who’s losing in home-improvement as it relates to
category and brand terms first all Dewalt are good friends into while
they’re doing a great job of managing their search terms and doing a good job
of winning organically now where we do see some struggles is within some of the
brand of key terms we’re seeing a lot of AMS play we’re you know milwaukee tools
as an example I went onto the Milwaukee tools search term I didn’t see a
Milwaukee tool until I scroll down on the page made me think below the fold do
I even do they even sell on Amazon to be a little bit bolder the companies that
do not protect their own AMS and organic space will ultimately lose that the
graveyard is your future now let’s talk about project related terms we’ve
identified that Amazon does not optimize project related terms they will
oftentimes pitch landing pages and programs around that but it’s not just
that right Pete what is it that you have to really if you wouldn’t you’ve told me
it’s this combination of both predictive search as well as a program built around
a project related term this is how Home Depot is winning by driving these
projects related terms and the way they’re doing is through predictive
search if I type something in I get a whole host of of different projects that
are being run now Amazon doesn’t have that same option they are not driving to
those specific key terms so what does a vendor do in order to innovate with
Amazon we need to speak with Amazon in their terms so the way that Amazon will
pitch new ideas is through what they call a press release so they write a
press release as if they’re launching the this new innovation out to their
customers and they work backwards from there and come out with the details from
there but it’s important to have what you’re going to do what the benefits are
to the customer and then most importantly what are the data drivers to
back this up to make sure that it’s a winning combination you pre predict your
results right yeah the data is at the heart of anything that am
and us all right so an area that is winning in this space is home automation
great companies like nest and tp-link are two companies that have truly
leveraged the API integration with Alexa Pete what thoughts do you have as it
relates to home automation that we can also apply to this idea of project
related search look so the first thing that we talked about was creating the
wave now we’re in the phase with home automation where we’re riding the wave
and so the wave is already set as you said with the api’s the amazon has that
are making things Alexa enabled and a lot of companies are driving that demand
that customers have through the Amazon echo in order to make sure that they’re
succeeding so just by having Amazon echo in the in your detail page it’s going to
drive conversion it’s going to drive search which ultimately will help you
boost up your search rings so make sure you’re hopping on board and giving your
stuff Alexa enabled because I want to have a more automated well i’ll it’s
been an amazing time today on tool time of the double-click we hope you enjoyed
if you’ve got questions reach out to your insights manager if you’re a new
potential client please don’t hesitate to email us at info at one-click retail
comm have a good day

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