For Enterprise Hotel Brands, Big Content Reaps Big Rewards

For Enterprise Hotel Brands, Big Content Reaps Big Rewards

Marriott has restructured its content strategy. This led industry publications and others to question whether Marriott is now more of a media company rather than a hotel brand. Perhaps the time has come for them to merge.

Not content, but content experiences.

Redefining SaaS as “storytelling-as-a-service,” AdWeek recently highlighted how Marriott and other enterprise hotels are leveraging the voices and experiences of customers from every brand under their umbrellas. The brand tells a unique story by incorporating real customer experiences into content experiences.

Marriott has produced content at every scale of production. Each brand attracts new customers by using authentic customer content as the foundation. Scott Weisenthal (VP of Global Creative and Content Marketing, Marriott) says that the story is centered around the members. That’s really, really crucial. We are all about enriching lives by telling their stories. In essence, our goal is to make our guests and members brand advocates.

Marriott, an enterprise hotel brand, takes ownership of the entire experience and not just the accommodation. This means that consumers can trust hotels to provide everything they need to have a successful holiday.

Marriott’s content strategy consists of four overarching channels: a real-time social media marketing center called M Live, the Marriott Bonvoy Traveler inspiration hub, a content studio producing high-level films and content, and an in-house creative agency for branded content.

Marriott is constantly in search of engaging, fresh content through so many channels. Marriott, along with all brands that it owns, can efficiently fuel their content strategies by tapping into authentic content from travelers around the world every day. Travelers are looking for relevant content. 86% of people and 92 percent in Gen Z say they have become interested in a particular location because of visual social evidence from their peers.

A well-rounded strategy such as Marriott’s ensures that consumers get value from every visual they see. Stock images are not an option. Marriott shares a wide range of content with customers to create lasting impressions.

High-quality creative content such as documentary short films provides viewers with an unforgettable viewing experience. This is a valuable commodity in today’s streaming video age. The Marriott Bonvoy Traveler Inspiration Hub features real, user-generated content that gives potential travelers visual proof of all the possibilities for Marriott stays. M Live, the social command centre, ensures that there is always a social conversation. Marriott can source the best content by monitoring the content being produced in real time. This allows them to find content that their customers have already created.

“We never ask members or anyone to post for us. Ever,” Weisenthal says. This is about their experience, journey, and what they are comfortable with. We will often see them sharing their experiences with their followers by tagging or talking about us. This is a content mechanism, or a content lever, that requires zero media spending. We always consider our engagement rates. Usually, 2% is the benchmark. The engagement rate in this case was 15%.

AI-powered UCG platforms are able to intelligently sort through the mountains of content to find the most relevant pieces. They can then publish these pieces across all channels.

Marriott is able to get more from every touchpoint with the help of this customer-created content.

Personalization of every brand for each customer, for every stay

Experiences are the most important thing for hotel brands. A successful hotel brand doesn’t just sell a comfortable stay; it also sells the amenities, excursions and personal treatment that make each guest’s stay truly memorable.

Consumer expectations are increasing when it comes to travel. According to 87 per cent of consumers prefer travel brands that offer personalized experiences. Because everyone is different, it is important to tailor the content to each customer.

Customers who visit a site directly need to be aware that they can get a stay that suits their needs and preferences. If visitors to the site are part of a loyalty program they should receive tailored messaging that explains what perks they have.

Hilton is paying attention to consumers’ desire for unique experiences. It encourages each of its 17 sub-brands promote direct reservations on its site to its 90+million loyalty members and all prospective travelers looking for a customized, well-rounded trip. Hilton’s Price Match Guarantee Rewards for Direct Bookings can be used to get perks like free WiFi, digital keys, and the option to choose their room. These are three desires that all travelers agree is essential to a pleasant stay.

Personalization is not just about the booking stage. Guests can share their experiences during their staya href=”https://hoteltechnologynews.com/2019/02/who’s-the-hotel-guest?infographic >, not just after they check out their rooms. Particularly younger generations are turning to digital feedback methods. 15% of Millennials would like to text their hotel and 17% of those between 35-54 years old want an email survey from their hotel.

You can provide a channel for guests to communicate their concerns, needs, and thoughts. They can rest assured that they will be heard. It doesn’t matter if it’s a website or a function on the brand’s mobile application. But, you can provide a simple, efficient internal process that caters to your guests (especially loyalty members!) A guest doesn’t feel like they have to leave a negative review on the internet if they don’t have any needs. This allows your brand to respond immediately and remember the guest’s needs for the next stay.

Better processes enable better content

Enterprise hotel brands are always looking for new ways to innovate. Bigger and better content experiences provide the foundation for loyal customers. Debika Sihi is Associate Professor of Economics at Southwestern University. She says that the focus in both the Hilton-Marriott campaigns is on building long-lasting relationships between the brand and the traveler.

These are the relationships that last.

source https://www.nosto.com/blog/hotel-marketing-channels/

Data is the new gold: How consumer brands in Southeast Asia are winning with insights-driven engagement

Data is the new gold: How consumer brands in Southeast Asia are winning with insights-driven engagement

According to them, a business has only two functions: marketing and innovation. The evolution of the former over the last few years has been a boon to consumers around the globe. The modern customer expects and demands a personalized, enjoyable, and value-oriented experience.

It is the only way to be successful in today’s digital-first world. This has been proven by savvy brands. It begs the question, how can brands achieve such sophistication in their customer engagement practices? insights-led interaction is the answer.

Image source

Insights-led Engagement is a business framework that uses data to guide customer engagement decisions. Analytics to predict and analyze user behavior. Personalizing communication and content based upon these insights. Then, data-driven engagement is orchestrated. Finally, a focus is placed on retaining users via an omnichannel strategy.

These are just a few of the many reasons insights-driven engagement is so important for digital-first brands.

  • This helps you to engage users in a more personal way than the spray-and-pray approach that many brands have used for a while.
  • Customer loyalty can be improved by building relationships with prospects and customers.
  • Your brand will have a personable personality that can relate to and converse with your audience.

This is only the tip of an iceberg. Brands who use insights-led engagement to grow their businesses have experienced 29% more growth than brands that have not yet tried it.

Framework for Insights-led Engagement at a Glance


Image source : MoEngage

MoEngage customers often follow the four steps shown above to engage in insights-led ways. Let’s dive into each step:

To predict the behavior of your customers, analyze your business data

The first step in the insights-led engagement funnel is also the most crucial. Leading consumer brands’ product managers and marketers use powerful analytics to gain a 360-degree view of their customers to better understand them and predict their behavior.

Here’s Rajeshwari Kanesin (Innovation Manager at U Mobile), one of Malaysia’s top Telcos, shares his thoughts on how to analyze data for user insights in a panel discussion with MoEngage

“When we first started, we looked at the RFM model in order to analyze customer behavior. The RFM model was not the best way to contextualize today’s digital experience. We have used the model at all points of the customer’s journey. We have now run hundreds of campaigns using the insights we derived em>

Personalizing the preferences and behavior of users to improve recommendations and offers

Based on the information you have gleaned by analysing customer data, personalize your user’s experience beyond hygiene. Your customers deserve a contextual, relevant, engaging experience. This starts by listening to their needs and making an effort to accommodate them. This is an essential step in your brand’s efforts to establish a reputation as a brand that meets users’ expectations.

After you’ve put in the time and effort to create a solid foundation for personalizing the user experience (building the infrastructure, setting the tools up etc. ), the results will be amazing. You will begin to see the benefits of your investment in customer engagement and a significant increase in ROI.

Engage with customers through multiple touch points

The next step in the framework for insights-led engagement is brand engagement. Brands orchestrate data-driven omnichannel users journeys, increase user reachability across multiple communication channels and optimize the performance of engagement campaigns with technology like machine learning.

Kushal Manupati (Head of Digital at Zilingo), a leading Southeast Asian eCommerce platform, made an interesting observation during the panel discussion.

The user journey is getting more complicated with all the channels available. Users also want to be reached in specific channels, and to have their own affinity for certain channels. To add value to the user we must understand the life stage of the user and the destination you want them to be in. This is the point from which all marketing decisions are made.

This is the best place to begin the crucial third step.

To combat churn, create omnichannel engagement campaigns and win back users

Brands must not only acquire new customers but also keep existing customers loyal and active. They also need to increase their CLV as much as possible to grow at breakneck speeds. This is often impossible to believe.

Marketers need to make sure that they focus on creating multi-channel, personalized campaigns to win back lost users, prevent them from leaving, and so forth. This is the final step of the insights-led engagement flywheel.

How top Asian brands use Insights-led Engagement

MoEngage is used by hundreds of brands in Southeast Asia to enhance their customer engagement strategies. This is how some brands helped to prove the value of this emerging art and science for consumers brands.

1. Mamikos boosts room rental bookings by 20% using MoEngage Analytics

Mamikos is Indonesia’s most trusted and popular room-rental app. It was founded in 2015 to provide easy, reliable, and trustworthy room rental services. Mamikos provides detailed information about Indonesian cities and offers accommodation management services. Over 2 million people have used the brand’s long-stay rental rooms.

Their inability to provide feedback on user behavior via their website and app was a major problem. They were therefore sending out generic information about available properties to their users. They wanted to change to a more personal approach to engaging users.

Mamikos’ team was able to use MoEngage to dig into funnel data to identify two stages of the user journey with huge drop-offs. These were the add to favourite’ stage and the booking’ stage.

Mamikos was able to use this information to modify its generic communication strategy to make it more relevant and personalized. Read more here

2. Blibli increases repeat purchase rates by 43% through the use of customer data

Blibli is an Indonesian e-commerce portal that offers a single-stop shopping experience. More than 20,000 products are available under 16 categories, including groceries and fashion, gadgets and home decor as well as automotive and car products. You can also get travel packages, vouchers and utility bill payments.

Blibli had micro-moments when its users made purchases or added products to their wishlist. The brand’s team could not engage the users with relevant product positioning by using other product categories.

The Blibli team decided that they would analyze active users to run campaigns using the MoEngage platform. They were eventually able to increase repeat purchases by existing users and make new purchases from new customers. Read more here

3. Luxstay Sees a 60% Increase in Engagement Rate by Segmentation and Personalization

Luxstay, an online platform for short-term rentals and a hospitality service, was established in 2016. These service providers are here to help homeowners make independent travel easier and increase their property’s value.

The company’s marketing team had a basic engagement strategy. They were using a marketing automation platform. This platform was not perfect. The brand experienced inconsistent segmentation and siloed channels. There was also no engagement.

To increase user engagement, the team devised strategies to improve behavior understanding and personal communication. Luxstay used the MoEngage platform for custom segmentation and personalized engagement. This resulted in a 5X increase of conversions and a 1.8X rise in MAUs. Read more here

 

4. Kredivo used MoEngage Automated flows to influence conversions by up to 40%

Kredivo allows ecommerce buyers the ability to apply for credit instantly and have it paid back over time. Kredivo merchants can offer Point of Sale financing to all buyers by using a 2-click checkout. Kredivo has grown to be one of the most popular and trusted digital payment channels for ecommerce Indonesia in less than three years.

Today’s online shoppers use at least two devices to make purchases. Kredivo was determined to stay with them every step of their journey.

Kredivo used MoEngage to implement an omnichannel engagement strategy that engaged and converted new users. This resulted in a 20% increase in push notifications’ delivery, and a 64% conversion rate when triggered emails were sent. Read more here

Engage in Insights-Led Ways

Marketers are often asked the question, “Is a new method just a fad?”. Are you merely a bandwagon expert or are there scientific principles behind the new approach?

Insights-led engagement is, fortunately for you, the former. It relies on data to drive business decisions and is therefore based on quantitative proof rather than intuition or hunch. You can learn this art as a marketer, or brand, while it is still in its infancy, and gain an advantage over your peers and competition.

 

Recommerce Surges as Retailers, Brands Get in the Game

Recommerce –“resale trade” — is the practice of selling used products or surplus inventory to consumers or companies. The two Millennials (birth years early 1980s to late 90s) and Generation Z (late 90s to about 2012) are embracing the idea of buying secondhand goods. They’re over two times likely to participate with recommerce than older customers, based on GlobalData, an independent retail analytics company which conducted research for the”2019 Annual Resale Report” for recommerce apparel merchant thredUP.

While consumers have been purchasing used books, CDs, and DVDs for decades, people under 40 are scooping up clothes, jewelry, shoes, and purses. Gen Z is showing the maximum growth rate for”thrifting.”

Fifty-six million girls of all ages bought secondhand goods in 2018. Although most buyers use the secondhand items themselves, others buy goods for resale on web sites like eBay.

Recommerce merchants are growing 20-times quicker than the wider retail market and five-times quicker than off-price retailers, based on Coresight Research. The company forecasts that the overall U.S. apparel resale market will expand at a compound annual rate of 13 percent, reaching $33 billion in 2021. Clothing, shoes, and accessories now constitute 49 percent of their total U.S. recommerce marketplace. GlobalData estimates that the total worldwide apparel marketplace (resale and donation) will climb to $51 billion in 2023.

Leading recommerce businesses include thredUP, TheRealReal, and Poshmark.

thredUP

ThredUP accepts only certain brands but doesn’t focus exclusively on luxury merchandise, even though the website contains a high-end”Luxe” branch that sells designer brands from invited sellers.

Individuals who would like to empty their closets can ask a postage-paid clean-out kit to send clothing, handbags, shoes, and jewelry for consideration. ThredUP is selective and takes only 40 percent of items shipped. All of Luxe items are authenticated by in-house specialists to make sure they’re not counterfeit. Goods that aren’t accepted or that don’t sell are recycled. Sellers can also request their clothes to be returned, but they need to pay a fee to do so.

The business employs an algorithm which looks at the brand, style, year, and current inventory to price things. The business also supplies donation bags for people who wish to dispose of things.

Earlier this month, thredUP announced partnerships with J.C. Penney, Macy’s, and Stage shops. Pilot projects for the 3 merchants are in about 100 stores using a larger rollout planned.

The retailers pay to construct thredUP distances in-store, and they’re stocked with thredUP’s inventory. Customers may also drop off their used clothes, which can be shipped to thredUP warehouses. Partner retailers wish to draw more shoppers to the stores, hoping some of them are going to buy the shop’s regular inventory.

See also:

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TheRealReal

TheRealReal

TheRealReal is an eight-year-old consignment company, which concentrates on luxury brands (clothes, jewelry, art, home decor), also provides sellers using a prepaid shipping package to send products. Like thredUP, TheRealReal authenticates items to be sure they’re not counterfeit. Products which have not sold after a year can be shipped back to vendors, at their cost. Otherwise, unsold inventory is given to charity.

Sellers are paid on a sliding scale. Once an item sells, the seller receives a percentage of the selling price (50 percent for items priced at $200 or less, and up to 70 percent for products that sell for at least $10,000.)

Kering, the Paris-based parent company of Gucci, Balenciaga, Saint Laurent, and other luxury brands, partners with TheRealReal, putting unsold inventory on the website. A partnership with style brand Stella McCartney lets sellers that consign pieces from this brand get a $100 Stella McCartney card.

TheRealReal also has brick-and-mortar shops in Los Angeles and New York.

In 2018, TheRealReal processed 1.6 million orders for its second-hand items, 42 percent more than in 2017, according to the firm. The website’s gross product value in 2018 was $710.8 million, up 44 percent over 2017, with total earnings of $207.4 million, up 55 percent. Nevertheless, the business isn’t yet profitable, with a net loss in 2018 of $75.8 million. In June, TheRealReal went public and raised $300 million, at $20 per share.

Poshmark

Poshmark

Poshmark is a market for used goods. It doesn’t utilize the consignment model. Sellers must handle their own listings, including photographs, descriptions, and pricing. Sellers send the sold merchandise to buyers with a prepaid shipping label provided by Poshmark. In exchange, sellers maintain more of the sales profits than they would through a conventional consignment shop. For items with a sale price lower than $15, Poshmark charges a flat fee of $2.95. More expensive items are subject to a 20-percent commission.

Poshmark provides Posh Parties, which are virtual purchasing and selling events inside the application. Individuals can browse, purchase, and record together with friends.

Other Sites

Yerdle provides a white label service for apparel retailers Arc’teryx, Eileen Fisher, Patagonia (Worn Wear tag ), REI, and Taylor Stitch, allowing customers return used goods for credit. When Yerdle receives the merchandise, it repairs and refurbishes them that the apparel companies can resell them refurbished under their own brands with guarantees.

Paris-based Vestiaire Collective enables consumers to record used luxury products themselves or utilize Vestiarie’s consignment services. Most sellers are located in Europe.

Environmental Impact

The equivalent of a single garbage truck of fabrics is delivered to a landfill or incinerated every second, according to The Ellen MacArthur Foundation, a U.K.-based charity which promotes the circular market. Consumers, especially younger ones, want the brands they purchase to be aware of the environmental effect of their practices. ThredUP, by way of instance, estimates that it’s upcycled 65 million posts in the last five years — 21 million in 2018 alone — saving these things from landfills.

In 2018 British luxury fashion brand Burberry received scathing criticism for burning about $38 million worth of new, unsold clothes, accessories, and perfume so that none of it might get to the gray market. The business has responded to the criticism by announcing it will no more destroy the goods.

Burberry isn’t unique; many brands ruin”deadstock” in precisely the identical way. Partnerships with recommerce merchants enable manufacturers to showcase their sensitivity to the environment and improve customer loyalty.

See also:

https://www.connectpos.com/pos-solution-for-furniture-and-homeware/

https://www.connectpos.com/tips-make-use-of-store-credit/

https://www.connectpos.com/7-leading-omnichannel-retail-examples/

https://www.connectpos.com/tips-to-drive-sales-for-supplement-nutrition-retail/

https://www.connectpos.com/pos-solution-for-toys-hobbies-gifts-retail/

https://www.connectpos.com/pos-solution-for-supplements-nutrition/

The Nike-Amazon break up and what brands can (and Can Not ) do to Handle Amazon

The late George Carlin said, “if you can not beat them have them organized to be defeated.”

For manufacturers and brands struggling against the growth of counterfeit goods, unauthorized reselling and MAP policy violations on Amazon, providing Amazon directly through Vendor Central and engaging in Brand Registry provides hope Amazon may play enforcer on behalf of trademark owners.

See our products:

However, the recent statement that Nike is finishing its two-year partnership with the market shines light on a tough fact: protecting your brand on Amazon remains a challenge — even if you’ve got the clout of Nike.

“The deal was that Nike would sell direct to Amazon in return for Amazon eliminating fake Nike items and stopping unauthorized third-party vendors from selling Nike goods on its website.”

While Amazon doesn’t measure up to play enforcer directly (and obviously fell short of Nike’s expectations), it’s made many tools available to manufacturers seeking to win back some control over the market. But are they enough? What do manufacturers and brands will need to know about protecting trademarks, enforcing MAP pricing, combating counterfeits and plugging leaks in the distribution chain?

How manufacturers lost control

Bullet-tight wholesale and supply contracts have not prevented branded merchandise from popping up on online marketplaces. Normally, Amazon permits third party (3P) vendors to attach their stock to ASIN (Amazon Standard Identification Number) product pages provided that the products are authentic.

The frustration for brands is a lot of Amazon seller accounts are unidentifiable, with mysterious seller names such as Time for Bargains and ECommerce Distributors. They can not readily be identified as authorized retailers, nor can their wholesale or supply sources be tracked by brand owners.

A snapshot of some of those third party vendors list men’s Nike running shoes on Amazon

See also:

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The Issue of”leaky supply”

Although some sellers acquire goods through retail arbitrage (purchasing through retail channels or outlets and reselling online), 3P sellers can obtain product through”grey market” distributors who purchase closeouts from legitimate retailers and wholesalers. Per Amazon policy, such wholesalers must list these items as”Employed” (legal by first-sale philosophy ), but many will record as”New” for greater visibility and a opportunity to win the Purchase Box.

Distributors may wittingly or unwittingly provide 3P sellers. Authorized retailers may set up an Amazon account to move or transparent stock faster than they could sell in shop, using vague handles and different bill-to/ship-to addresses than their licensed accounts. Some view this strategy as”fair game” once merchandise from a given manufacturer is already listed on Amazon — particularly if it’s selling below MAP (Minimum Advertised Price).

Why Amazon won’t apply MAP

MAP agreements are created between manufacturers and licensed sellers. Since Amazon isn’t party to such agreements, it won’t intervene or apply MAP pricing on third party sellers. Likewise resellers who buy goods through grey market sellers or outlet shops and haven’t signed MAP agreements with producers aren’t bound to adhere to minimum advertised pricing policies.

For first-party vendors (brands and producers providing Amazon directly through Vendor Central), Amazon will not stick to MAP unless it is mentioned in the contract. Allegedly, getting Amazon to contractually agree to MAP is near impossible. Instead, Amazon imposes a reverse MAP, requiring 1P vendors to keep price parity rather than promote a price lower than available on Amazon. And it is no secret Amazon uses bots to track prices throughout the net and routinely reprices its listings to always match or beat them.

What about the Brand Registry?

Joining the Brand Registry as a producer or trademark owner provides you greater influence on your brand’s content and how it’s presented on ASIN pages.

Prior to”Brand Registry 2.0,” both 3P sellers and brand owners can make edits to ASIN content, with brands’ edits weighted higher and approved at Amazon’s discretion. Third-party sellers may even reassign ASINs to various categories. The most recent iteration of this program gives brands only admin rights over content and categorization.

But, ASIN pages belong to Amazon, and Brand Registry doesn’t give control over which vendors attach their stock to ASIN webpages, pricing or the Purchase Box.

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Brand gating

In 2016, Amazon started restricting the ability to record certain brands and ASINs as”New” for new third party sellers (brand gating). To become ungated for these things, sellers need to pay around $1500 per trade and submit statements proving they obtained product from legitimate distributors or the maker itself.

Brand gating isn’t meant to safeguard brands from unscrupulous sellers (nor do brands get some of the charges ). Amazon’s objective is to maintain counterfeits away from the site and maintain consumer confidence with the platform. Amazon does not involve brands in the approval procedure for new vendors that apply, and as long as their origin is valid, it matters not whether an ungated freelancer is blessed with the manufacturer.

Because brand gating only applies to new vendors, tens of thousands of grandfathered sellers remain exempt from these policies.

While today brands are able to apply for gating via Brand Registry, approval is at Amazon’s discretion and the process can take a long time. If your application is successful, it is no guarantee every one of your brand’s ASINs will be gated, and you might just be gated in the”offered as New” level.

Amazon may additionally gate a new or ASIN without a brand’s understanding if it receives sufficient counterfeit complaints or speculation.

Project Zero

Project Zero is Amazon’s new(ish) counter-counterfeit program. It uses machine learning how to scan over 5 billion daily listing updates and match back to brands’ trademarks, logos, images and more (supplied through Brand Registry). Additionally, it gives brands the self-serve capability to eliminate counterfeit sellers from their ASIN pages via their Brand Registry accounts.

Before Project Zero, manufacturers needed to continually monitor and report possible infringement for example sellers utilizing brand marks in names or branded merchandise pictures for their private label items (for which sellers could be contacted and requested to supply invoices and other signs. To establish counterfeit claims, Amazon required manufacturers to put a”test buy” from each vendor in question, submitting photographic and other evidence when a product was found to be a knock-off. This process was slow, and it was never guaranteed Amazon would eliminate reported listings.

While this self-serve privilege is meant to authorities only counterfeit listings, many manufacturers and manufacturers use it as a way to gate their ASINs and kick off anonymous or unscrupulous sellers — especially when the brand is a 1P seller competing with 3P merchants. This tactic isn’t without danger, if vendors appeal and can offer the required documentation to prove authenticity, the brand can face consequences if it is found to be abusing the program.

Only brands using a registered trademark are eligible for Project Zero.

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Transparency

A subset of Project Zero, Transparency is Amazon’s product serialization service which brands and producers can use to confirm product is authentic and protect against 3P sellers from listing ASINs enrolled in the program.

Transparency offers unique QR codes for each unit manufactured, and the newest puts 2D stickers on its product as part of their production procedure. (Amazon creates the codes, and producers must buy them from approved label providers like Avery).

For each ASIN enrolled in Transparency, Amazon will scan incoming stock to its FBA (Fulfillment By Amazon) warehouses and reject components with no labels (even when it comes direct from the manufacturer). Soon after registration, present unlabeled FBA stock is pulled with corresponding sellers eliminated from ASIN pages. Affected sellers get notice they have to acquire codes from the manufacturer to be re-listed or must remember their stock and stop selling on the market, even as Used. If they don’t offer the codes and continue to market following the warning mails, vendor accounts are suspended.

Sellers who meet themselves (FBM or Fulfillment By Merchant) must supply codes for every unit of affected stock through its Seller Central account before Transparency-enabled items can be sent or the orders will be canceled.

Like Project Zero, some manufacturers visit Transparency as another way to brand gate their ASINs and control that vendors can list on Amazon. However, involvement in Transparency requires a producer to go all in — codes have to be generated for each unit manufactured of each registered UPC, regardless of what channel it’ll be sold through, such as physical retail. This will not allow a brand to clear ASIN pages of rivalry or restrict authorized sellers from listing stickered goods obtained through licensed distributors or the grey market. Transparency only serves to confirm a product’s authenticity, not to handle a new supply chain.

Having said that, Transparency or any item serialization solution helps manufacturers identify where merchandise came from and can help identify rogue retailers or retail partners violating policy and contractual arrangements.

For many producers, using Transparency serialization provides Amazon too much visibility into its supply chain and supply data. In light of major brands like Allbirds calling Amazon outside for private labeling its knock-offs, this concern is legitimate. Stickering each unit with Amazon’s QR codes also indicates to retail and channel partners that you are closely connected with Amazon, which might exacerbate present channel conflict.

Amazon personal label. Allirds – can you tell the difference?

If you decide to use your own serialization service over Transparency, you may still use this as evidence for”May be counterfeit” or”Used as fresh, no factory warranty” complaints filed via Brand Registry, however you’ll have to place a test purchase and proceed through the normal claims process.

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Are Brand Registry tools ?

It’s apparent that Amazon’s objective is protecting Amazon. Brand Registry exists to guarantee product content precision and fight counterfeit goods — not to resolve supply chain problems or give manufacturers a direct procedure to gate vendors it does not approve of.

Amazon protects and values 3P vendors with long sales histories and positive reviews, and worth its customer even more.

No brand will get special treatment on Amazon.

Though third party listings for Nike products dropped 46 percent between February and September 2018, the match of whack-a-mole never ceased, with grandfathered sellers continuing unchecked and new sellers finding workarounds like generating new ASIN pages for limited products. Additionally, brand performance dropped 15 percent as Nike’s own listings (with fewer reviews and sell-through background ) competed for visibility and”Amazon Choice” standing in categories and search.

The fantastic news is smaller brands and manufacturers will probably be more satisfied than Nike with Registry and its tools. The high-scale requirement for brands like Nike creates higher-scale problems with unauthorized selling and counterfeits than the normal business. Now’s Brand Registry 2.0 could be adequate for manufacturers who want a more compact method to report IP infringement, ASIN hijackers and counterfeit products, and protect the accuracy of product descriptions and other content.

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FAT Brands Selects Revel Systems to Modernize Operations

Leading Global Franchisor Will Use Revel Enterprise™ to Drive Innovation and Enhance Efficiency as It Transitions from Legacy SystemFAT Brands selects Revel for its latest franchise arrangement. A major international franchising business in the fast casual and casual dining niches, FAT Brands intends to roll out Revel Enterprise across all Fatburger locations. Today, 30 places are already live on Revel. Revel was the clear option for FAT Brands for a couple reasons. Attractive features include the platform’s flexibility, scalability and rapid deployment along with the Provider’s celebrated customer support.

Why FAT Brands Selects Revel

Even during these challenging times, retailers and restaurants are accelerating their technology transformations. They’re introducing digital capabilities that better meet clients’ changing tastes, provide ease-of-use, and optimize efficiencies. Recognizing technology as crucial to survival and promote recovery, FAT Brands is modernizing in-store operations. The QSR giant is leaving behind its obsolete and costly legacy systems. With plans to standardize all of its franchises on Revel’s cloud-based solution, the FAT Brands portfolio comprises Fatburger, Ponderosa & Bonanza Steakhouse, Hurricane Grill & Wings, Elevation Burger, Buffalo’s Cafe and Yalla Mediterranean.

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“When we looked to pick a new POS solution to future-proof our organization, we chased a holistic approach,” said Andrew Wiederhorn CEO, FAT Brands. “Revel was the only candidate that match our needs with their versatility, rich feature set, and want to become a strategic partner. These qualities made Revel Enterprise the obvious choice as our technology partner. Revel has continued to swiftly adapt to our requirements, especially in these present times.”

Implementation Builds on Other Enterprise SuccessesFAT Brands is the newest franchise chain operator to select Revel. Building on its strong momentum, Revel has also recently contracted with:

  • The Halal Men at more than 80 locations
  • Moe’s Southwest Grill at more than 700 locations
  • Buff City Soap at more than 200 locations

“On behalf of the Revel team, we’re thrilled to be the technology partner of choice for a leading restaurant group like FAT Brands. Our platform is now the leading solution for big chains who wish to move away from legacy systems to cloud-based POS,” stated Greg Dukat, CEO, Revel Systems.

What Does Backorder Mean?

What Does Backorder Mean?If you are wondering,” What is a backorder?” Then we are here to help clear things up for you! A backorder is an order for something that’s currently out of stock but will be available at a later date. Backorders can send mixed signals regarding how well a company is doing. Some businesses wear it like a badge of honor because backorders show customers that their products are in high demand. When overdone, however, backorders may also be an indicator of more significant issues in the provider’s operations. Today, we’ll discuss questions relating to this Vital supply chain theory, including” what does backorder mean?” And”how to prevent backorders.

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A Closer Look at Backorders


So, what happens when an item is on backorder? In cases like this, a customer can opt to pay for the product and receive it in a later, specified date once the item is available to send. To define backorder, we will need to clear some confusion . The term is –but wrongly –used interchangeably with”from inventory.” While the significance of”out of stock” comes close to the meaning of backorder, both are separate designations. Sure, they both deal with a situation where a client can not get a product in real time, but there is a distinct difference. That distinction is that the predictability of the item’s anticipated shipping date. A predetermined schedule can be disclosed when mentioning a backorder, meaning clients will know precisely when they are going to have the product. That is why most are prepared to pay for the item even if they don’t get it just yet, particularly if the merchant is reputable. This is compared to a true out-of-stock scenario where a product is unavailable, and the seller doesn’t have any idea when it’ll get restocked, if ever. In the event of out-of-stock product, the product is usually unavailable for purchase, and might never be replenished.

Are Backorders Bad or Good?

Backorders can be both good and bad for the company. On one hand, a backorder is a much better position than being from stock. It informs merchants that their product is doing exceedingly well given the requirement. And when a client chooses to pay for a backordered item beforehand, the sale is already complete before the product is fulfilled. As most will say, it is a”good problem to have.” Apple is a good example of a business which does backorders right. Anytime they start a new iPhone, people will pay and wait patiently for months to get their hands on one. It is a testament to the power of Apple’s brand, but also to backorders as a frequent selling strategy. It’s important to remember that a backorder can frustrate a customer, particularly if it’s a regular occurance. Most consumers want their merchandise in hand as soon as possible after their purchase. There’s also the important time until your merchandise becomes available to take into account. In this time, competitors can swoop in and steal a sale from you. And, if you receive backorders frequently, it can be a sign that you will need to work on your stock management approach.

Causes for Backordered Items

Backorders can happen for a vast array of reasons, both because of a supply chain or through outside elements. Here are some common reasons:

Sudden Change in Demand

An unusual or sudden shift in demand is the very best reason back orders happen. There are a number of factors that may cause this, including something as straightforward as a recommendation or tweet from a star who endorses the product. Sometimes, however, even if you expect an increase in demand, you may have underestimated your inventory levels. As an example, you may have explored a new advertising channel lately, doubling your estimated prospects. If you have been following sound stock control practices, you will likely have your shares at optimal levels for standard sales. However, these levels can get bothered with surprise occurrences. Regrettably, these sudden surges in demand can be quite tough to forecast, leading to backorders.

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Supply Chain Issues

A backorder may be caused by problems with your supply chain. Your supply chain may not have expected a sudden surge in demand for their raw materials. This could lead to challenges with providing vendors, resulting in decreased output. Many times, however, supply chain issues result from the individual parts not communicating with each other correctly. 1 error from someone downstream in the chain can make a ripple effect that will intensify once it reaches you. By way of instance, say you (the merchant ) asked a specific quantity of inventory from your wholesaler. If the wholesaler is extra careful, they may dictate less than what you advised them to, simply to be on the safe side. This”ripple effect” will last in the distributor to the manufacturer. Then when you finally purchase, you will end up just getting a fraction of what you asked. This leads to lower stocks and, possibly, backorders.

Insufficient Safety Stocks

Even if the supply chain fails, many firms have an insurance policy to help prevent out-of-stock scenarios. This is called a safety inventory, which is an excess supply of inventory used as a buffer for emergencies. In the face of growing demand or low supply, security stocks can help keep you afloat. But if you do not accurately gauge the amount of safety stock you will want on hand, this also can lead to backordered products.

Best methods for backorders

Despite your best attempts, backorders can happen. So the wise thing is to handle them as best as possible. The essential thing is to still offer excellent customer support to keep your customers happy even as they are waiting for their items to arrive. It is just about making the best of a not-so-ideal circumstance. Below are a few backorder best practices you can implement in your business right now:

Not Every item Will be appropriate for Backorders

Regrettably, back-ordering does not work well with each product in the marketplace. Broadly , the more precious or high-priced a product is, the more willing the consumer is to wait for that item. Therefore, why people wait for months for the most current iPhone. If your product is a commodity or whether you are competing in a really saturated market, then it may not be worthwhile to perform a backorder.

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Keep Your Clients from the Loop

The secret to a successful backorder is always keeping your clients informed at every touchpoint. There is nothing more frustrating than spending some time searching and finding out the items are on backorder upon checkout. Be upfront. Clients are also naturally worried as you are getting their money with no product available yet. You will need to ease that anxiety about them by letting them know transparently if the items will be restocked. This not only gets them excited but also discourages them from going to a competitor. And regardless of what you do, keep your promise. Trust is difficult to recover once broken.

Setup an Email Waitlist

One good practice with backorders would be to establish an email list specifically for clients waiting for that product. Not only will it be much easier to communicate with them, but it is also possible to offer them the choice to opt into any of your lists for different products. Regularly sending emails also creates anticipation and a sense of immediacy. Again, this is effective communication in action.

Create a Separate Page for Your Backorders

This is a wise strategy that keeps both you and your clients happy. On your site, you can create a new page that lists all your products on backorder. The obvious advantage is that it is still possible to sell with no inventory on hand, which is always great. However, it is also a way to communicate from the beginning that these products will be postponed. This helps manage their expectations and reduces any frustration later in the purchasing procedure.

How to prevent Backorder Situations

While positive sometimes, it is generally better to avoid backorders as far as possible. It’s never a great long term approach to burden your clients with unnecessary delays in the name of selling something with no stock. Here are some methods to prevent backorders:

Invest in Real-Time Data

Obtaining an accurate view of your inventory stock levels is the key to reducing backorders, and you want it to be as near real-time as possible. This is particularly crucial if you receive countless transactions a day. In addition to stock levels, you must also know your stock velocity. This is simply how quickly your things are flying off your shelves shelves. That information is a must for forecasting when you will need to replenish inventory, and by how much.

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Rely on Your Inventory Control System’s Automated Attributes

Modern inventory management systems will have strong forecasting and auto-ordering attributes set up to help expect low stock levels. As soon as you have sufficient inventory information, the system can often provide you with an accurate prediction. You may then set the system to trigger certain actions once those predictions are satisfied. As an example, your applications can automatically place a reorder when inventory dips down to critical levels.

Have a Contingency Plan in Place

Your supply chain is a delicate machine that’s at the mercy of circumstances often beyond your control. If you are not ready for these situations, then it may be tough to recover. Always have backup processes in place.