Expertos de Pacvue & Salsify analizan las tendencias más destacadas del mercado EMEA en las economías en crecimiento de Europa y Asia.
Resumen
Aprenda a preparar su marca para un crecimiento exponencial en los mercados de la región EMEA conociendo las últimas tendencias y perspectivas por categorías. En este seminario web, expertos de Pacvue y Salsify analizan las tendencias más destacadas del mercado EMEA en las economías en crecimiento de Europa y Asia.
Principales conclusiones
- Utilice puntos de referencia rentables por categorías: Observe los cambios recientes en el comportamiento de los consumidores de productos de belleza, alimentación, electrónica y artículos para bebés en los mercados mundial y de EMEA.
- Crea una PDP inteligente respaldada por análisis: el algoritmo A9 deAmazonprioriza factores clave como las valoraciones y reseñas de los clientes que pueden ayudarte a crear la PDP perfecta.
- Utilice contenidos mejorados para obtener mejores beneficios: En los mercados de comercio electrónico de los países de EMEA, el contenido mejorado es la clave para destacar en las categorías de productos más populares.
- Aumente las ventas mediante una narración impactante: A través de imágenes estéticas, vídeos y textos con viñetas, puede atraer a consumidores fieles compartiendo la historia de su marca.
- Cree campañas publicitarias específicas para cada economía: Los países de EMEA tienen CPC más bajos con ROAS más altos que pueden aprovecharse al personalizar campañas de anuncios que destaquen y rindan mejor.
Transcripción
Justin
Muy bien, vamos a empezar aquí. Así que como consumidor, el año pasado realmente ha cambiado el comportamiento de compra en línea de mi familia de manera bastante significativa en la pandemia nos ha afectado a todos. Tenemos que no vamos a exagerar la pandemia aquí hoy. Han salido muchos datos y tendencias al respecto, pero tengo cuatro hijos, cuatro niños. Jim Gaffigan, el cómico estadounidense, dice: "Si quieres saber lo que es tener cuatro hijos, imagínate que te estás ahogando y alguien te da un bebé, y eso es exactamente lo que pasa en mi casa, tener cuatro hijos es una locura, ahora son adolescentes, de hecho, tengo cuatro adolescentes, no solo cuatro adolescentes, tengo cuatro hijas adolescentes, si te lo puedes imaginar. Durante el último año, no he estado viajando. Ha sido genial poder pasar tiempo con ellas, pero con 4 hijas adolescentes, tenemos que comprar un montón de cosas, y lo más sorprendente para mí es la cantidad de toallitas de maquillaje con cuatro hijas que gastamos en una semana en nuestro hogar, pasamos de pedir sólo artículos para el hogar y cosas de Amazon a pedir todo lo que hacemos online, literalmente todo.
Yo calcularía que el 95% de nuestro presupuesto calórico y de nuestro presupuesto normal se destina a gastos. Antes era más bien del 30% al 40%. Así que nuestro comportamiento de consumo individual ha cambiado, comestibles siendo el elemento número uno que realmente ha cambiado en nuestra familia, y que el cambio en realidad no terminó cuando las cosas empezaron a abrirse, y hemos mantenido esos cambios, hemos mantenido esos nuevos comportamientos principalmente porque ahora sabemos que es más fácil, es más eficiente para ordenar en línea en lugar de listas, literalmente, listas escritas en la pizarra de nuestra cocina, nuestros hijos ahora añadir a las listas en línea, y por cierto, tienden a añadir un montón de artículos que tenemos que quitar. Patatas fritas y helados. Tengo unos cuantos niños que son particularmente tramposos, saben cuándo vamos a pasar por caja, así que en el último momento he tenido artículos justo antes de pasar por caja, así que no vemos que esos nuevos artículos se han añadido a la lista. Bastante complicado chicos, pero no estamos aquí para hablar de anécdotas personales, de hecho, tenemos una gran presentación que está lleno de datos. Mi nombre es Justin King, y yo soy el Vicepresidente de Marketing de la Industria en Salsify, una empresa que ayuda a los fabricantes de marca ganar en el estante digital, y estoy acompañado hoy por Daniel Harris de Pacvue.
Daniel
Gracias, Justin. Encantado de estar aquí hoy. Así que Director de Ventas de la Costa Este en Pacvue, viendo una gran cantidad de la expansión en nuestros mercados minoristas europeos, la herramienta de gestión Pacvue , y muy contento de estar aquí para estar hoy. Así que hoy vamos a hablar un poco acerca de algunos de los datos de rendimiento de referencia que hemos visto a través de los diferentes mercados europeos, y luego vamos a patear de nuevo a Justin para explicar realmente cómo tomar ventaja de esas nuevas oportunidades mediante la creación de la perfecta PDP. Y luego terminaremos con algunas preguntas y respuestas si hay tiempo. Lo interesante del año en el mercado europeo es lo mucho que está creciendo y las oportunidades que hay ahora, así que hay muchos mercados nuevos, y estos son datos muy interesantes que lo reflejan, así que estamos viendo el coste por clic y parte de la información en los diferentes países europeos. Perfecto, aquí hay un pequeño conjunto de datos recogidos por Pacvue en los últimos seis meses más o menos, y lo que realmente creo que es interesante aquí, obviamente hay mucho en lo que se puede bucear, por lo que algunas anécdotas se pueden extraer de ella, pero creo que la información de línea superior es que realmente los Estados Unidos, que es un mercado más maduro, en realidad tiene un mayor coste por clic y un ACOS ligeramente superior a la media europea. Las tasas de conversión varían ligeramente según el mercado y la categoría, pero creo que lo que esto indica es que sigue habiendo una gran oportunidad para que nuestros pioneros entren en Amazon en los distintos países y empiecen a cambiar el comportamiento de los consumidores y a impulsar la adopción con un menor coste por clic, por lo que creo que hay una mejor oportunidad publicitaria con menos competencia que en Estados Unidos.
Así que esto es indicativo de los tipos de niveles de coste por clic que vimos hace un par de años en Estados Unidos.
Creo que el propósito de esta diapositiva, de nuevo, es mostrar el mismo tipo de tendencia en el tiempo, se puede ver aquí que los EE.UU. tiene el mayor coste por clic, pero lo que es interesante cuando vemos este cambio de tiempo o esta serie de datos en el tiempo, es que el rebote y el coste por clic después del año nuevo fue en realidad más agudo en los EE.UU. que en los otros mercados, de nuevo, esto sólo indica un mayor nivel de competencia que se está viendo en el Reino Unido y los mercados europeos en general. La siguiente categoría de referencia incluye Reino Unido, Alemania y Francia. Es interesante, creo que lo que más llama la atención es el coste por clic en comestibles, obviamente hubo cierto impacto de Covid a principios de año, a lo que esto alude, pero definitivamente ha sido un rebote desde los máximos de marzo. Creo que otra tendencia común es ver una especie de caída en los productos de belleza durante el Año Nuevo.
Todas las categorías en el Reino Unido experimentan el mismo descenso en el coste por clic y en las conversiones. Parece que la conversión difiere más entre las categorías, así que esto es sólo una instantánea de cómo algunos de los datos que estamos recogiendo, cómo se puede analizar por categoría por mercado, y esto sin duda algunas ideas interesantes que se pueden extraer de este análisis. El mercado francés, de nuevo, es muy diferente al del Reino Unido, de nuevo, esto se atribuye realmente al nivel de madurez de cada una de las diferentes categorías, por lo que la electrónica de consumo y artículos para bebés no parecen estar tan fuertemente afectados como las categorías de comestibles durante esta temporada de vacaciones, y luego, de nuevo, la conversión comenzó a bajar en marzo ligeramente después de una especie de deslizamiento hacia abajo. Así que para Alemania, aparte de la alimentación, parece que los CPCs se han mantenido relativamente estables, lo que es indicativo de los diferentes comportamientos de compra que hemos visto en los últimos seis meses, pero creo que lo realmente interesante es cómo las tasas de conversión han bajado de nuevo, después del cierre, ahora que se ha levantado para el verano, por lo que podríamos ver un poco de vuelta a un tipo de comportamiento de compra diferente o pre-vacacional. Y ahora voy a pasar a Justin para describir cómo tomar ventaja de algunos de estos mercados.
Justin
Sí, creo que es interesante cuando se habla de cuál es la PDP perfecta, cuál es la página de detalles del producto perfecta y cuál es la fórmula para ello. Tomamos un enfoque de datos para esto, por lo que desempacamos datos de primera parte para alrededor de 30.000 skus a través de tres minoristas Amazon , por lo que tomamos el Reino Unido, Francia y Alemania para abril de 2021, y lo hicimos a través de una serie de diferentes industrias, por lo que exploramos 100 productos de alto rendimiento a través de la belleza, maquillaje, comestibles, productos para bebés y electrónica de consumo. Hay una serie de factores importantes que hacen que el PDP sea perfecto, y creo que no te van a sorprender. En primer lugar, los títulos de los productos deben tener la longitud correcta, ser descriptivos e incluir palabras esenciales para la optimización de motores de búsqueda. Así que digo palabras SEO, lo que no quiero decir es palabras SEO para Google. Lo que quiero decir son palabras SEO para Amazon. Cuando pensamos en la PDP perfecta o en la página de detalles del producto perfecta, en realidad se trata de ganar el algoritmo, de ganar el algoritmo de la IA de Amazon , así que tienes que pensar en cierto SEO en Amazon punto com utilizando el algoritmo, así que los títulos de los productos tienen que servir para eso. Las descripciones de los productos realmente tienen que ser capaces de atraer a los compradores con puntos y aspectos destacados y características, tienen que incluir la marca y la historia del producto en el contenido debajo del pliegue, por lo que el contenido debajo del pliegue es lo que llamamos contenido mejorado. De hecho, voy a mostrarte un ejemplo de lo que es el contenido mejorado, las valoraciones y las reseñas, que deben aprovecharse para ayudar a convencer al comprador de la calidad y las capacidades de los productos, así que títulos, descripciones, valoraciones y reseñas y, por último, contenido mejorado. Contenido mejorado o lo que Amazon llama contenido A plus para ayudar al comprador a conectar mejor con las marcas con imágenes editorializadas, productos de 360 grados. Tal vez se trate de hablar de la sostenibilidad de la empresa, ya que muchos de los nuevos compradores quieren ir más allá de la historia de la marca y hablar también de la historia de la empresa y de su sostenibilidad. Añadir elementos como cuadros comparativos para contar la historia de la marca.
So again, we do this across a number of industries, beauty, makeup, grocery, baby products and consumer electronics, and we’re gonna do that across UK, France and Germany, and kinda walk through each of those areas, and we’re gonna start with the UK. If you can go to the next slide. So on average, when you think about the perfect PDP for the UK, on average, the UK had the most mature e-commerce markets of the three, what we found was enhanced content is most popular on Amazon, UK, meaning there are more UK merchants utilizing enhanced content or A plus content within the three geographies and the digital shelf is generally more mature in the UK than in the content of Europe. British shoppers, they seem to have embraced online shopping and brands have begun offering elevated digital shopping experiences as a result. And when I talk about elevated shopping experiences, what we mean is elevated shopping experiences on the product detail page within that specific retailer.
So just real quick, I wanna make sure everyone understands enhanced content, I mentioned it a couple of times. Above the fold on a traditional product detail page is structured data, is the product title, it’s the description, it’s the images of that product, but where do you tell the broader story about the product, how do you tell how this product differs from another product that you might offer, how do you tell your sustainability story, how do you tell the quality stories of your product, how do you really dive deep into the capabilities of that product? What Amazon did was launched A plus content or enhanced content, and this is below the fold, so as you scroll down a product detail page, it allows you to have this. This is a product from the manufacturer, you see an example here of Bosch doing this, so it allows them to add different imagery, allows them to even add in a zoom-in on the product, allows you to add video comparison charts. Again, that allows you to tell a broader and bigger story about the product and about your brand, and again, this is called A plus content on Amazon. In the industry of e-commerce has typed it as enhanced content.
Let’s go specific into the UK, let’s go specific into these different categories, Beauty and make up these charts, you’re gonna see these charges similar on every page. We talk about enhanced content utilization on the bottom, that led the bottom chart on the right, we took data like how many bullets do the top 100 beauty products have and how many images just on average, do they have. This helps you construct the perfect product detail page. So we had 86% of the top 100 make-up products actually use enhanced content. In general, there’s a 64% usage rate of enhanced content, five feature bullets were the most popular, and seven or more images for the most popular. You look at 71% use six or more images in their product detail page. We look at grocery and baby products, the grocery and the grocery industry and baby products sub-categories, they’re also pretty mature on the digital shelf, only 26% of the top grocery product detail pages and 38% of the top baby products included at least one video. So this is a great way for you to stand out by utilizing video. Reviews were pretty critical in both of these industries as well, with the average number of reviews on a top grocery PDP exceeding 8,700 reviews. That’s pretty significant. You can see that again, 75% used enhanced content, five feature bullets where that was the average, but really quite a few had six or seven different feature bullets, anything about the beauty category… I’m sorry, the baby products category, that makes a lot of sense, between five and five or more made up the majority of images and the top grocery products. Consumer electronics, consumer electronics industry is not really as mature on Amazon UK, just 40% of the top 100 product detail pages included enhanced content in some form. This lack of maturity, it really provides consumer electronic brands with a pretty big opportunity to really stand out on the digital shelf, really look at and mimic what baby and grocery have done in the UK. If you’re a consumer electronics brand, six bullet points were the most as well as seven or more images, so those that did. But look at the utilization of enhanced content. So that’s the UK, the UK is relatively mature.
Different categories are more mature than others, but let’s look at Amazon France. What does the perfect product detail page look like for France? So we really found that the France’s e-commerce market is probably the least developed of the three geographies that we looked at, again, we looked across 30,000 skus across these three retailers across those different industries, so it was a pretty broad data set that we used, enhanced content was also the least used within this region, on average. As markets are more or less mature, the recommendation remains the same for us, enhanced content can help brand stand out on the digital self. In fact, the conversion rates, I think there’s a 36% conversion rate with brands that have enhanced content versus those at the product detail pages that don’t. By offering the best shopping experience in less mature markets especially, really you can take advantage of and really gain a competitive advantage. And more mature markets, enhanced content becomes a necessity, but doing it better than your competitors can really help your product stand out. Really take that to heart. Look at the different industries. Look at beauty and makeup, the online beauty market is less developed in France, which really means that you have an opportunity to use things like enhanced content to really stand out. Videos really aren’t being leveraged in this market at all, only 21% of beauty product PDPs and 15% of makeup product detail pages had at least one video. 41% were using enhanced content, seven or more images and five number of bullet points, pretty significant.
Grocery and baby products, the online grocery market in France is much more mature than the baby product market. The 60% of the top grocery 100 grocery product detail pages that we had analyzed had enhanced content, significantly more than the other categories. Only 42% of the top baby products had enhanced content. Also video hasn’t really become popular in either market, so grocery or baby. Really, this provides a pretty good opportunity to be a stand out against the competition, and in general, 68% had enhanced content. Again, you see five there, seeing a pattern here, five, in this case, we had five images as the majority and enhanced content of 42%, pretty significant in baby products. So a really big opportunity we see in the baby products industry. Okay. Consumer electronics, the consumer electronics market in France really is not yet mature at all, only 23% of the top 100 product detail pages actually featured enhanced content. Video itself isn’t popular either, only 24% of the top 100 product detail page has a featured video. The video usage was more popular in this industry than in others. Reviews are crucial in this industry, as you can imagine, electronics, people are looking at reviews with the top products and averaging over 14,000 reviews per product. So if you’re in this industry, reviews become very important, but you have this really cool opportunity to leverage enhanced content, to leverage video in a feature video. The usage on video is very, very high, but the actual displaying a video was not. 23% have enhanced content, 77% don’t have enhanced content. And then how many videos do the top 100 electronic products have, most only had, most had zero, with only two having two-plus videos and 22% having one video. So we just see any time you see these gaps, and especially when you compare to other markets, you can see the trends moving, you can see trends moving towards enhanced content towards A plus content with those brand stories, you can see the trends moving towards video. If you’re a consumer electronics brand looking to differentiate yourself, looking to compete on the digital shelf inside of Amazon, these are some aspects you can add to your product detail page. Amazon respects the content you have on the product page, it actually respects it and increases your ability to show up on search inside of the AI algorithm, so a really good opportunity, and most companies are doing pretty well with images with the top 100 electronic products, 63% having seven or more images.
Okay, the last market. Let’s look at Germany. Germany’s e-commerce market maturity level is probably the most mature across the three geographies. German brands confine ample digital shelf opportunities in their respective industries, but enhanced content ranges from differentiator to table stakes, so we kinda look at these different industries, you’re gonna see everybody’s using enhanced content, so you have to have it, or just a small group of companies or brands are using enhanced content, so it can be a differentiator, so we’ll break that down for every industry. Video inclusion on product detail pages is more popular in Germany on average. And showcasing that German consumers love videos as a part of their decision-making process. So again, you have to make decisions on, what do I have to do is table stakes, what’s required, where expectations already been set that we’re gonna have videos that we need to have video versus where can we actually differentiate by doing these different things?
So let’s look at the beauty and makeup category, so the beauty and makeup markets in Germany, they aren’t really yet mature, both industries saw almost a 50-50 split between product detail pages that include enhanced content and those that did not include enhanced content. So this is where the opportunity lies, if you’re a beauty and makeup brand within Germany. Videos though are more popular within these industries, as 37% of the top 100 product detail pages include at least one video. Top beauty products also had over 10,000 reviews on average, so a review, this signals that reviews are critical, people are making decisions based on these reviews. 47% have enhanced content, and 50% do not. You can go see the almost 50-50 split. Five bullets being the average, but look at 14% had six or more bullets, which is incredible. 21% actually had six or more bullets, and then the number of, and this is supposed to be videos here, the number of videos is 34%. Again, 3% had two or more videos, so again, you see some great opportunity, especially with videos, I think the consumption on video is very high, still only a small amount. 34%, not the majority using video on their product detail page as well.
Let’s take a look at grocery and baby products. So the baby product market in Germany, this is the most mature market of any that we examine, almost 90% of the top 100 product detail pages included enhanced content, so that below the fold content and over half of this market had at least one video. So again, the baby product market, maybe not the greatest to connect grocery and baby products or trying to differentiate that for you here, but over half had at least one video, by far the most of any industry. Grocery was also very, very mature, as 64% of the top 100 product detail pages included enhanced content. The grocery and baby utilizing that A-plus content, and then enhanced content. Ratings were very high in these categories with the top baby products featuring, I think over 4.75 stars and the top grocery products receiving average of 4.5 stars, pretty significant. The bullets were significant, I think that chart on the bottom right is the most telling how many videos do the top 100 beauty products have. 50% have at least one video. Really when you think about it 58% have at least one video, 8% have two videos, so again, this becomes table stakes for you. If you’re in grocery and baby , you have to be doing enhanced content, really, you should look at, I have to at least have one video, but if you wanna start standing out, look at how we include more than one video on our product detail pages.
And then the German consumer electronics industry, so the online consumer electronics industry in Germany is one of the least mature markets that Salsify analyzed. I’m actually surprised by consumer electronics in general. In the US, the US consumer electronics is certainly one of the most mature, but just 25% of the top 100 products that we examined included enhanced content, just 25%, but 32% of the top 100 product detail pages had at least one video, so we’re utilizing video more than we’re utilizing enhanced content. Enhanced content is this ability to be able to really merge different things and merge more interactive things. In consumer electronics, you can show what’s in the box, you can show box opening videos and show lifestyle images of consumer electronics inside of a home or inside of a business. There’s a lot of opportunity within enhanced content. Reviews, not surprisingly, reviews were very crucial to this market, I think of the top 100 product detail pages, had an average of 23,000 reviews that surpasses any, I think the next closest reviews was 10,000 reviews per product, not surprising that consumers are making decisions on products based on what other customers are saying. Images, again, one of the top imagery categories here is that 62% are using seven or more images. When you really look at those two top six or more images, you’re looking at 79%, almost 80%, majority are using multiple images, six or more images. And then the number of videos, 32% have at least one video. As I look at the opportunities within consumer electronics, really we’re looking at table stakes being, really table stakes being the number of images, but then video and enhanced content, guys, especially enhanced content is this great opportunity for you to differentiate yourself and your brand story within those product detail pages.
So overall, we really found that the perfect product detail page in the UK, France and Germany, obviously, they have to include detailed titles, lots of good text and storytelling within product description and bullet points. You really have to highlight the features and benefits, but what we also see is, is that we’re seeing less text and more visuals, we’re seeing concise and precise written content, story-based content, really telling the story of your brand within the content, whether it’s in the description and the feature bullets, and then followed by the brand stories you can tell with enhanced content, and then really highlighting the positive reviews and ratings. Let me just tell you this, the digital shelf is a constantly, continually shifting target to try to hit. It is moving constantly. I think Amazon changed the requirements 17 times last year. They change the requirements of what content they’re accepting, but what also was changing is how people are using the product detail page. We’re also watching an interesting shift. I’ve seen it in the grocery especially, is really, really even highlighting sustainability in the images, using images on a product detail page to tell the story, not even telling it in enhanced content, but trying to push that up to the structured data and talk about the sustainability of the company, the sustainability of the product in an image itself, and even doing some lifestyle images in there as well. Daniel, why don’t you walk us through some key takeaways for us to take away from this.
Daniel
Justin that was super interesting. Really insightful. So I think at a high level, CPCs are definitely less than the US, but I think UK and Germany still have significant investment than some of other smaller markets. There’s also varying degrees of cost per click and conversion rate and ACOS across different categories and different marketplaces. I think a lot of that could be attributed to some of the data points that Justin was talking about. When you’re launching your campaigns, it’s good to ensure that PDPs include everything you need for the perfect ROI. I think this is very focused towards a lot of details on Amazon, and then I think there’s also obviously, the caveat is always do your market research before you lean fully in. And then also, it can’t be stated enough is how extensive and expansive the Amazon marketplace reach is in Europe, and how quickly that’s potentially able to grow.
