Pacvue & Salsifyの専門家が、ヨーロッパとアジアの成長経済圏における最も注目すべきEMEA市場動向を分析。
概要
最新のトレンドとカテゴリー別のインサイトを理解することで、EMEA市場でのブランドの飛躍的な成長を実現する方法を学びましょう。このウェビナーでは、Pacvue とサルシフィの専門家が、ヨーロッパとアジアの成長経済圏における最も注目すべきEMEA市場のトレンドを分析します。
要点
- 収益性の高いカテゴリー別ベンチマークを利用する:世界およびEMEA市場における美容、食料品、電化製品、ベビー用品の最近の消費者行動の変化を見る。
- 分析に裏打ちされたスマートなPDPの作成 :Amazon's A9アルゴリズムは、完璧なPDPを構築するのに役立つ顧客の評価やレビューなどの重要な要素に優先順位を付けます。
- より良い利益のために、充実したコンテンツを活用しよう:
EMEA諸国のeコマース市場において、充実したコンテンツは人気商品カテゴリーで際立つ鍵となる。 - インパクトのあるストーリーテリングで売上アップ 美的な画像、ビデオ、箇条書きのテキストを通じて、ブランドのストーリーを共有することで、忠実な消費者を惹きつけることができる。
- エコノミーに特化したADキャンペーンを作成する: EMEA諸国はCPCが低く、ROASが高いため、広告キャンペーンをカスタマイズする際に活用することができます。
トランスクリプト
Justin
さて、ここから始めよう。昨年はパンデミック(世界的大流行)の影響を受け、一消費者として私の家族のオンラインショッピングの行動は大きく変わりました。今日は、パンデミック(世界的な大流行)を煽るつもりはありません。しかし、私には4人の子供がいます。アメリカのコメディアン、ジム・ガフィガンは、4人の子供を持つことがどんなことなのか知りたければ、ただ溺れているところを想像しなさい、そして誰かが赤ん坊を手渡す、私の家ではまさにそんな感じだ、4人の子供を持つことはかなりクレイジーだ。ここ1年、私は旅行に行っていない。でも、10代の娘が4人もいると、いろいろなものを買わなければならない。一番驚いたのは、4人の娘がいる我が家で、1週間に使う化粧ワイプの量だ。Amazon 、日用品や物だけを注文していたのが、ネットですべて注文するようになった。文字通り、すべてだ。
カロリー予算と普段の予算の95%がネットでの支出だと思う。以前は30%から40%でした。私たち家族の消費行動が変わったのは、食料品が一番大きな変化でした。その変化は、物事がオープンになり始めても終わることはありませんでした。ポテトチップスやアイスクリーム。特にやっかいなのは、私たちがチェックアウトする時間を知っている子供たちで、チェックアウトの直前に商品を追加してしまう。かなりトリッキーな子供たちだが、私たちは個人的な逸話を話すためにここにいるのではない。私はジャスティン・キングと申します。ブランド・メーカーがデジタル棚で勝てるように支援する会社、サルシフィのインダストリー・マーケティング担当副社長です。今日は、Pacvue のダニエル・ハリスとご一緒します。
ダニエル
㊨ありがとう、ジャスティン。本日は本当にありがとうございます。Pacvue で東海岸のセールス・ディレクターを務めており、ヨーロッパの小売マーケットプレイス、Pacvue 管理ツールへの進出を見てきました。今日は、ヨーロッパのさまざまなマーケットプレイスで見たベンチマーク・パフォーマンス・データについて少しお話します。その後、ジャスティンに話を戻して、完璧なPDPを作成することで、どのように新たな機会を活用できるかを説明します。そして、時間があれば質疑応答で締めくくります。ヨーロッパのマーケットプレイスにおける今年の興味深い点は、それがどれだけ成長しているか、どれだけチャンスがあるかということです。これは、Pacvue が過去6ヶ月間ほどかけて収集した小さなデータセットです。ここで本当に興味深いのは、明らかに、そこから引き出すことができる逸話がたくさんあるということです。しかし、私が思うに、トップラインの情報は、より成熟したマーケットプレイスであるアメリカは、ヨーロッパの平均よりもクリック単価が高く、ACOSも若干高いということです。コンバージョン率は、市場やカテゴリーによって若干異なりますが、これが示しているのは、ファースト・ムーバーがこれらの異なる国々でAmazon 、消費者の行動を変え始め、より低いクリック単価で採用を促進するための非常に大きな機会がまだあるということです。
これは、米国で数年前に見られたクリック単価の水準を示している。
このスライドの目的は、繰り返しになりますが、同じような経時的な傾向を示すことです。次のカテゴリのベンチマークは、英国、ドイツ、フランスを含みます。興味深いのは食料品のクリック単価で、年初にコヴィッドの影響があったことは明らかですが、3月の最高値からは確実に回復しています。もう一つの一般的な傾向として、新年を迎えて美容製品が落ち込んでいることが挙げられると思います。
英国では、すべてのカテゴリーでクリック単価とコンバージョン率が同じように低下しています。コンバージョンはカテゴリー間で最も異なっているようです。このように、私たちが収集しているデータの一部を、マーケットプレイスごとにカテゴリー別に解析する方法を簡単にご紹介します。フランスのマーケットプレイスは、やはりイギリスとは大きく異なるようです。これは、各カテゴリーの成熟度に起因しており、家電やベビー用品は、このホリデーシーズンに食料品カテゴリーほど大きな影響を受けていないようです。食料品以外のドイツでは、CPCは比較的安定しているようです。これは、過去6ヶ月間に見られたさまざまな種類の買い物行動を示していますが、本当に興味深いのは、ロックダウンの後、コンバージョン率が再び下がってきていることです。それでは、ジャスティンにマーケットプレイスの活用法について話してもらうことにしよう。
ジャスティン
。完璧なPDPとは何か、完璧な商品詳細ページとは何か、その方程式は何なのか。私たちはこれにデータ的なアプローチを取りました。Amazon 、3つの小売業者(2021年4月のイギリス、フランス、ドイツ)を対象に、約3万スカスのファーストパーティデータを解析しました。また、さまざまな業種を対象に、美容、メイクアップ、食料品、ベビー用品、家電製品など、100のトップパフォーマンス製品を調査しました。完璧なPDPにはいくつかの重要な要素があります。まず第一に、商品タイトルは適切な長さで、説明的で、検索エンジン最適化に不可欠な言葉を含む必要があります。SEO用語と言っても、GoogleのためのSEO用語という意味ではありません。私が言いたいのは、Amazon 。完璧なPDPや完璧な商品詳細ページについて考えるとき、それは本当にアルゴリズムに勝つことであり、Amazon AIアルゴリズムに勝つことなのです。ですから、Amazon ドットコムのSEOをアルゴリズムを使って考えなければなりません。商品説明は、ポイントや見どころ、特徴で買い物客を惹きつける必要があり、ブランドや商品ストーリーを折り目の下のコンテンツに含める必要があります。実際に強化コンテンツの例をお見せしましょう。評価やレビューは、買い物客に商品の品質や能力を納得してもらうために活用する必要があります。したがって、タイトル、説明、評価、レビュー、そして最後に強化コンテンツです。エンハンスド・コンテンツ、あるいはAmazon 、Aプラス・コンテンツと呼ばれるもので、編集された画像や360度商品など、買い物客がブランドとより深くつながるためのものだ。新しい買い物客の多くは、ブランドストーリーだけでなく、企業のストーリーや企業の持続可能性についても知りたがっている。そのため、Aプラス・コンテンツや充実したコンテンツにそれを取り入れることは非常に重要です。
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.