We have a top seller that is generating a significant portion of sales for us every day. With an ROI of more than 300% in theory I couldn’t complain. As always, you have to look a little further. The key question is this.
What are we looking for on Amazon with our own brand?
The answer is not sales. Let’s see. Yes, but not as a sales manager I worked with years ago used to say. Sales are part of the process but the most important keyword is “brand”. We want to create a brand. Having a brand has several advantages.
You get out of the vicious circle of comparison with the competition and the price is more relevant. In fact, you can justify a slightly higher price than the rest because your customers want your product and not someone else’s.
You can more easily promote cross-selling between your different products.
The main problem with our top seller
There is a problem with our top seller. I wasn’t aware of it until now. It doesn’t generate recurring sales or cross-selling. It’s bread for today but hunger for tomorrow.
I also know the reason. This is not the type of customer that fits our brand. This is the customer that buys the product for third parties. The mother or father, the aunt or uncle, etc.
This is something that we have to solve somehow. I am not 100% sure about it, although I am already thinking about creating a database. These contacts could then be used in another way.
The answer to the title of the post is therefore this: recurrence is more important than ROI. At least if you want to create a brand.
