MCKEE’S 37
Partner Since: August 2023
Market Place: Amazon
CASE STUDY
Website: mckees37.com
Seller Category: Automotive
PRIMARY OBSTACLES
McKee’s distribution strategy involved selling directly to Amazon, a method recognized for its inefficiency and limited profitability. This approach posed significant challenges for a smaller brand like theirs, given Amazon's tendency to place small, frequent orders that can be cumbersome for companies to fulfill. In addition, the unique nature of McKee's products, which include potentially hazardous materials, further complicated matters. The stringent language regulations imposed by Amazon regarding labels and product descriptions added an additional layer of difficulty. When a product was flagged for any language-related issue, the listing would be promptly taken down, resulting in a direct impact on the company's sales and revenue.
• Inventory Placement: Consistent orders from Amazon were never established, leading to inefficiencies and challenges in predicting and fulfilling demand. Additionally, this inconsistency posed pricing issues for the company.
• Copy & Amazon Regulations: Lacking familiarity with Amazon's copy regulations, the listings faced suppression for incorporating terms that did not align with the platform's policies.
OUR STRATEGY
Our efforts focused on transitioning them away from direct sales through Amazon, resulting in noticeable stabilization of pricing. Our team implemented and enforced Minimum Advertised Price (MAP) strategies, fostering pricing consistency, while also optimizing order placement to ensure efficiency in fulfillment for McKee's.
Furthermore, when faced with challenges related to hazardous materials, pesticidal claims, or EPA registrations, our team demonstrated agility by swiftly assisting with necessary content changes. This proactive approach ensured timely product re-listing, preventing prolonged disruptions. The combination of stabilized pricing, efficient order fulfillment, and adept handling of regulatory complexities has established a strong foundation for our collaborative success.
• Minimum Advertised Pricing: MAP serves as a strategic tool for manufacturers and brand owners to maintain control over their pricing strategy, protect their brand image, and support their retail partners, ultimately contributing to long-term success in the e-commerce landscape.
• Listing Optimization: Adhering to Amazon copy policies is crucial to ensure product listings comply with the platform's guidelines, preventing potential penalties, listing removals, or suspension, and maintaining a positive online presence for sellers.
• Inventory: large orders for fulfillment is crucial as it enables efficient inventory management, reduces per-unit fulfillment costs, and ensures timely order processing, leading to improved customer satisfaction and operational effectiveness.
