The umbrella of the marketplace model covers all small and medium brand owners. This was true with the arrival of marketplaces like Amazon or Walmart as it brought a lot of relief for the brand owners.
Some of the biggest sighs of relief were heard from departments like inventory management and online sales. The issues of inventory keeping were common as the small and medium scale owners had a limited warehousing or shipping facility. So, they joined hands with Amazon FBA that offered services like storing, packing, and shipping the products. On the selling front, it helped the owners with the guided listings process, the scope of adding product photos, tabulated structures for product specifications, and the likes. This also took away the burden of creating a website and establishing an online presence but also allowed the brand owners to show up in front of millions of customers in one go, and enjoy revenue without putting much effort into marketing.
Lured by these perks, many brands came under the umbrella. Soon, the marketplace became a red sea for the sellers. This created stiff competition as every brand entered with their best products. As a customer gets thousands of products in a single product category to choose from, an individual brand saw a decrease in the frequency of receiving orders.
The entire saga made brand owners realize that listing the products on any marketplace isn’t enough. Since the game has changed to ‘survival of the best,’ they figured a rising need for being “different.” To be and then stay different, the brand needed to create a unique identity for itself. This demanded the owners scale up their operation in multiple functional areas. Marketing, technology, production, and many other aspects that were out of the grid in the past, now not only require attention, but also an upgrade.
On the other side of the story, some smart enterprises identified these pain points of the brand owners and turned it into an opportunity for both. The world then witnessed the rise of these enterprises – popularly known as Brand Aggregators. These aggregators are a one-stop solution for brand owners who are looking for a developed model.
How Do They Fulfill the Needs?
Today, three out of five brand owners list brand aggregation as the reason for their success in e-commerce. What do these aggregators do? What services do they offer? How do they help a brand grow? Find out the answers to these critical questions as you move forward.
With the pandemic on the rise in this decade, businesses needed to rethink their approaches to remain competitive. Enter technology at large to optimize business operation. However, it costs quite a few doubloons if a brand buys it all alone. To transfer the responsibility of managing a business with technology, the brands started selling them off to brand aggregators.
For the aggregators, it becomes easy to deploy tech and manage the business, as that is what they do for a living. On top of that, these aggregators use out-of-the-box tech to enhance productivity and improve customer engagement. AI-enabled applications are one such example. These applications make processes less prone to errors and inconsistencies as the intelligent, centralized applications keep the entire department aligned. Besides streamlining operations, the tools also predict future sales and suggest the next move. Such decision-making reduces the need for human dependency.
Since we spoke of communication, here’s another 21st-century advanced tech. Every day aggregators aim to provide top-notch sales support to the brand owner. This is done through conversation intelligence, which audits and checks the quality of the sales calls. Keeping the ultimate goal of flawless communication and customer satisfaction as a priority, this tool suggests future customer interactions. It greatly helps managers to use the conversation data and track the best calls in order to drive sales. These fast-track technologies make a business tech-savvy and set it apart from the competition.
With tech tools and solutions, these days ‘marketing’ has glided over to be termed as mark-tech. And that is making things easier for a brand owner to increase reach and engagement, which in turn drives more consideration and business queries. However, the small but potent brand owners shy away from such deployments as they demand heavy investment. Brand aggregators, on the other hand, bring the latest marketing trends to the table. With jazzy solutions like voice search optimization (VEO) and geofencing marketing, aggregators push brands to a larger and more meaningful audience.
Voice search, the most sought-after tool at present, is becoming de-facto in marketing plans. The convenience of using voice as a search query, although comes with its benefits, requires a great deal of technical support to be a marketing hit.
Marketers use omnichannel marketing to create a personalized customer experience. For a brand owner, the personalized advantage helps in elevating the brand image. This marketing strategy if integrated with geofencing can create wonders for a business. Whenever the customer reaches any nearby store where a product is available, one can trigger an advertisement inviting the buyer to stop by. Tracking customers’ touchpoints create a more individualized experience that improves the brand’s image and puts it in the spotlight. This strategy is highly suitable for brands that operate in both online and physical spaces.
Best from Marketplace
A brand roll-up provider promotes a brand’s product on marketplaces like Amazon. However, a brand owner here aims at only listing a product. It is one of the best strategies for acquirers to take a brand ahead in all e-commerce channels. The purpose of promoting a brand’s product on Amazon is to create the brand’s identity and offer some exclusive features that make the product stand out among a few hundred-thousand competitors.
Firstly, an accumulator starts the expansion of a brand by targeting traffic. This is where creative content plays a role. They create SEO product titles and descriptions which helps in easy search and find of products within a marketplace. The second level of effort is set towards driving sales. This is achieved by setting up a process targeted towards winning the buy box. During the process, the aggregator ensures that all the eligibility requirements of a marketplace are met. As a result, the brand is displayed at the top of the list allowing for more people to check out.
Start from Here!
Many people mistake a brand aggregator as the competitor of a marketplace model. However, both concepts are very different from each other. Here an aggregator works steps ahead and drives the benefit from the marketplace by listing its acquired brand on a platform. As opposed to a marketplace model that follows a sales-centric approach, aggregation focuses on equipping every part of the business to increase the brand’s life.
With changing times, brand owners are also becoming knowledgeable about the concept. But in most cases, SME owners stick with the crowd and end up with aggregators they have no knowledge of. The owners have to understand that every acquirer’s approach is different. Hence, they need to choose the right solution to ensure their brand continues to thrive even if the ownership changes.
At Ergode we have been doing this for some time.
Today, we present an excellent opportunity for all brands who are potent, aiming to grow but are shackled by practical limitations. Without feeling despair, such brands need to contact us and see the wonders.