Master The Marketplace

Have you been testing and changing your landing pages daily but have yet not seen an improvement to your website conservation rate?

Conversion optimization is the process of converting more of your existing traffic into sales. Traditional doctrine contends that the best way to optimize for conversions is to focus on CTR and other similar metrics.

On Master the Marketplace episode 41, we pick the brain of our guest Talia Wolf to understand how to effectively appeal to emotional reasoning. She explains how this approach fails to get to the root of customer buying decisions: emotion. By focusing on customers' emotional reasoning, Talia's campaign results have skyrocketed.

Welcome to Master the Marketplace with Kaspien

Chris McCabe is a former Amazonian and the founder of ecommerceChris, a company that helps Amazon sellers reinstate suspended listings and seller accounts. In this episode, Chris shares about his years as a Seller Performance Investigator at Amazon, and how he used that knowledge to create ecommerceChris. Kunal and Chris discuss why Amazon suspends accounts, how sellers can avoid suspensions, and how to expedite account recovery if it is suspended.   What You’ll Learn 02:45 - Chris McCabe's experience at Amazon and what led him to create his company, ecommerceChris  5:45 - How Amazon's marketplace compliance policies have changed through the years and post-covid  15:02 - How brands can take a proactive approach to avoid Amazon account suspensions  19:44 - Predictions for Amazon cleanup on fraud  22:58 - What steps you should take if your Amazon account gets suspended

Join CEO, Kunal Chopra and the executive team of Kaspien, as they discuss how Kaspien plans on using the new equity funds raised in March. The team will discuss how Kaspien intends to deploy the funds to fuel growth, what the e-commerce platform will look like in the future, and the new phase for Kaspien.

Derick Manlapeg, co-founder of VantageBP an online brand technology software that automates the enforcement of grey and black market products for some of the world's largest brands; joins Kunal to discuss unauthorized or counterfeit sellers in the marketplace through Amazon, Walmart, eBay, and more. Unauthorized and counterfeit sellers are some of the most damaging and challenging issues brands face when selling on Amazon or in the marketplace. They will discuss how brands can leverage over these sellers and how VantageBP can be a strong solution to stop these sellers from stealing your brands' profits. 

Learn more about Kaspien at https://www.kaspien.com/

Learn more about VantageBP at https://www.vantagebp.com/

Kaspien's COO, Director of Retail Operations, and Director of Purchase Order Management join Kunal to discuss Amazon Global Logistics (AGL). AGL is an Amazon program that allows sellers to direct-import from China into different markets. Typically, importing from overseas requires multiple stops and multiple service providers, creating a lengthy and costly chain. AGL streamlines the process, reducing touch points and costs for sellers. However, there are risks to using AGL, especially if sellers become overly dependent on it. They also discuss best practices, including which product types benefit the most from using AGL, how to leverage economies of scale, and how to navigate Amazon's quantity limit.

2020 accelerated the adoption of online shopping by as much as 10 years, according to experts. In this episode of Master the Marketplace, Kaspien's CEO, General Manager of Retail, and Vice President of Business Development discuss how 2020 changed the Amazon landscape and the future of ecommerce. They discuss the surge in Chinese-based Amazon sellers, shifts in consumer shopping behavior, the importance of brand building for omnichannel, lessons for fulfillment strategy, the rise of BOPIS, and more.

Adi Ekshtain was part of the dotcom boom that created the precursor to Apple Pay and Google Pay. Over his career, he has created numerous award-winning payment systems, before eventually co-founding Amaryllis, a company that provides a modular, scalable, and feature-rich payment engine to enable business growth for companies in all sectors. In this episode, Adi joins Kunal to discuss the complexities of payment processing as companies adopt omnichannel strategies, including the importance of data synchronization for multiple methods for purchasing, returns, and chargebacks. Their conversation delves into how payment processing solutions can accelerate merchant onboarding, the use of blockchain and AI in the payment ecosystem, Amazon's progress toward a global marketplace and the implications thereof, and much more.

Waleed Shahzad is the founder of ShipHype, a third-party logistics provider for ecommerce that offers product prep, fulfillment, and storage. In this episode, he joins Kunal to pull back the curtain into the world of logistics built around ecommerce. Amazon FBA has long led the way, but third-party providers are finding innovative ways to add new value. Shazhad also shares how the coronavirus impacted fulfillment methods for ecommerce, including the emergence of smaller logistics providers to service local areas as national networks struggle to meet the sudden rise in online shopping.

Kunal is joined by Richard Taylor, one of Kaspien's Account Managers for SaaS products. Since 2017, Richard has overseen Perispect, Kaspien's price & seller tracking software. As a result, he's grown into an industry expert at identifying and resolving issues with unauthorized sellers. In this episode, Richard defines what rogue sellers are and the problems that can come from them. He then delves into both reactive and proactive strategies for keeping unauthorized sellers out of your Amazon listings, before broadening the scope to discuss how unauthorized sellers differ in other domestic and foreign marketplaces. 

Kunal is joined by George Reid, founder of The Listing People, an educational platform focused on the Amazon marketplace. They help sellers navigate through the Amazon jungle by providing training and a community. In this episode, Reid talks about the three fundamental pillars to achieve sustainable success on Amazon: operations, branding, and advertising. Reid discusses in detail why you need a wide and deep “brand moat,” why communicating with end consumers is paramount, and the inverted pyramid theory of advertising.

In this episode of Master the Marketplace, Kunal welcomes back Jed Nelsen, Director of Compliance at Kaspien. Kunal has one big question for Nelsen: what should you do if your listing or account is suspended on Amazon. Nelsen utilizes years of Amazon compliance experience to offer a detailed plan for reinstating a suspended listing or account. Nelsen touches on the most common reasons suspensions occur, how to write an effective plan of action for AHS, and vital information needed before you can get back to selling.

Staying connected with friends and coworkers can be challenging while working remotely, yet remaining connected is important for both our emotional well-being and our company's success. In this episode, HR Generalist Holly Johnson joins Kunal to discuss the upsides and downsides that organizations face when adapting to a remote workforce. As Johnson puts it, this isn't just working from home; we are at home, living through a crisis, while working from home. This important shift in framing the topic opens the door to further conversations about what employees and managers can do to protect their well-being and help each other to ultimately create a culture of coaching.

Kunal is joined by Autumn Ledesma, Search Engine Optimization Specialist at Kaspien, for an in-depth and technical discussion about the myriad nuances and processes that go into reaching page 1 of Google. Their conversation is packed with advice, best practices, and exploration of the building blocks for a competitive SEO strategy. Drawing on over 5 years of Google SEO experience, Ledesma breaks down the advantages of combining paid and organic advertising, how to convince Google that you have the acronym EAT, and so much more.

CJ Rosenbaum of Amazon Sellers Lawyer and Kaspien's Director of Compliance, Jed Nelsen, come on the show to talk about how manufacturers and sellers can address IPR violations and counterfeit goods on Amazon. Their conversation is packed with actionable advice, including how to handle cease & desist letters, how to handle accusations of price gouging when external factors increase your costs, how to prevent your products from falling under the First Sale Doctrine, the importance of general liability insurance for ecommerce sellers, and so much more.

Steven Pope, founder and CEO of My Amazon Guy, joins Kunal to share proven tricks and tips for selling on Amazon, as well as predictions for what Q4 will bring this year. They start at the beginning: How do you launch a new product on Amazon successfully as the marketplace enters the mature phase of its life cycle? Pope shares strategies for SEO, off-Amazon marketing, and on-Amazon advertising, and how each needs to support the "honeymoon phase" of a new product launch. Next, they turn to another common question: How do you restore a suspended seller account? As Amazon tightens their restrictions and enforcement, it's all too easy to find your account inexplicably blocked. Their discussion concludes with a prediction that Q4 sales will grow 100% year-over-year on Amazon, and if it's true, how brands need to prepare for it.

On September 3rd, 2020, etailz officially rebranded to Kaspien. In this exciting episode of Master the Marketplace, our CEO, VP of Human Resources, and Creative Director sit down to discuss the rebrand, including why we decided to rebrand, how we're honoring our heritage as etailz, and the meaning behind the new name, logo, and colors. The trio also discusses our parent company rebranding to Kaspien Holdings, thereby merging Trans World Entertainment and etailz into one brand, and what the future holds for us as Kaspien.

Kunal is joined by Fara Alexander and David Malka from goTRG, a returns management solution provider for some of the largest retailers and manufacturers in the world. In this episode, they discuss how consumer goods brands can grow rapidly by deploying products across online marketplaces, such as Amazon, Walmart, and eBay, and why it's so important to have an effective returns management system. They also discuss key factors to consider when selecting a brand partner, such as brand protection, pricing strategy, fulfillment strategy, and more.

Kunal is joined by Yuni Sameshima, Co-Founder and CEO of Chicory, a digital shopper marketing platform that specializes in the grocery industry. Through Chicory, CPG brands and grocery retailers can serve highly targeted ads to shoppers preparing their groceries list. In this episode, Kunal and Yuni talk about contextual commerce in the age of COVID-19. Their conversation dives deep into the $8 billion shift in the grocery world, as well as shifting consumer demands around how shoppers interact with brands across online platforms.

Lisa Wideman, etailz's Senior Director of Human Resources, joins Kunal to discuss whether businesses should take a stand when it comes to the two major crises currently happening in our country: the COVID-19 pandemic and the Black Lives Matter movement. In this episode, the pair talk about etailz's response to both crises, the importance of empathy and compassion in and out of the workplace, and etailz's enduring commitment to diversity.

Tom Simpson, a co-founder of etailz, Inc., board member, and active angel investor, joins Kunal to ask the big questions: is Spokane, WA going to become the next big tech hub, how it will happen, and why it's likely to happen. In this episode, they discuss the great quality of life, affordability, entrepreneurial community, and amazing educational institutions of Spokane, WA.

Aaron Snow, Director of Sales & Marketing at Chamberlain's Leather Milk, joins Kunal to share his experience with balancing online marketplaces, direct-to-consumer sales, and wholesaling. Their discussion dives into issues surrounding shifting sales channels, selling on non-Amazon marketplaces, and selling internationally. Before wrapping up, Aaron and Kunal dive into the current COVID-19 pandemic's effect on online sellers.

There was a spike in price gouging and non-compliant products entering the market as the coronavirus spread. To help businesses navigate marketplace compliance during this time, we've brought back Jed Nelsen, the Senior Manager of Compliance at etailz. With Kunal, Jed discusses Amazon's compliance policies, when and how they enforce those policies, and what costs go into product testing. The two also explore when it's reasonable (and compliant) to pass on increased manufacturing costs to consumers, how to identify business risks, and how to break those risks into quantifiable details that you can use to create a practical risk management plan.

James Thomson is a founding partner of Buy Box Experts, a managed services agency that helps brands sell on Amazon. Before starting Buy Box Experts, James was the first FBA account manager at Amazon and helped onboard thousands of brands into this now ubiquitous Amazon program. In this episode, he joins fellow former-Amazonian Kunal Chopra to discuss how Amazon has changed over the last 13 years and how these changes have empowered or impeded brands. They also share best practices for combating counterfeits, improving product visibility, creating a positive customer experience, and more, before concluding their conversation with a review of Walmart's ongoing efforts to challenge Amazon for online market share.

Denise Abraham returns to Master the Marketplace, this time to discuss product sourcing and supply chain optimization. Denise draws on over 30 years of sourcing experience, primarily in textiles, and has worked extensively in Asia, Europe, and Central America. In this episode, she explains how her team identifies product opportunity, sources product, and finds efficiencies in shipping to cut down costs and increase margin. She also discusses the pros and cons of sourcing from China compared to other countries in Asia and Central America, and describes the best method for expanding product lines. 

Social media is a powerful tool for establishing connections and building relationships. Brands can leverage social media to reach more shoppers and cultivate authentic, engaging experiences with their customers. In this episode, etailz's Inbound Marketing Manager, Katie Capka, joins Kunal to discuss the myriad uses and benefits of running active social media accounts for your business, when and how to leverage paid social ads on platforms like Facebook and Instagram, and the rich opportunities afforded through influencer marketing.

If you sell on Amazon, you've likely heard of Amazon Sponsored Product Ads. In this episode, etailz's digital marketing manager, Jeremy Rossow, joins Kunal to pull back the curtain behind the uses, strategy, and typical performance of the different Amazon ad types, including Sponsored Product Ads, Sponsored Brand Ads, Sponsored Display Ads, and Demand Side Platform (DSP). Their conversation also delves into the uses of Amazon Brand Stores, Lightning Deals, and Amazon coupons, before venturing beyond Amazon to discuss Walmart Sponsored Products and the importance of high quality creative assets to support ad performance.

Mark Tacconelli of Magique Beauty joins Kunal to share his experience selling on Amazon, Walmart, and other online marketplaces. Their discussion explores the challenges of counterfeit products pervading the marketplace, as well as strategies for protecting brand integrity, such as hidden packaging designs and Amazon's Transparency Program. Tacconelli also shares his experience working with 1P on Amazon and Walmart, and why he has chosen 3P as the best fit for Magique. Lastly, they discuss how the Coronavirus has affected Magique's business and the steps they've taken to mitigate the impact. 

In this special episode, Kunal meets with Denise Abraham and Jed Nelsen to discuss how the coronavirus outbreak is impacting brands and sellers around the world. As of February 25th, there are confirmed cases in 19 countries. Factories in China have slowed production and transportation has been heavily restricted. As production and shipping delays persist into March, small and large brands alike face cascading threats to inventory levels and financial stability. Denise Abraham is an experienced supply chain professional and has worked in over 30 countries, with over 120 visits to China. Jed Nelsen leads etailz's compliance department and specializes in risk mitigation. 

In retrospect, Amazon.com was aptly named; it's a jungle for brands planning their entrance to the online marketplace. Keri Rhodes, etailz's Director of Marketing, joins Kunal to help brands navigate the complicated Amazon landscape. Their discussion explores Amazon's fulfillment models, including FBA, MFN, and SFP, and the requirements of each. They also review the various on- and off-platform marketing strategies brands can use to support their Amazon sales.

Amazon is under increased scrutiny from the media and the government as counterfeit products threaten market integrity and consumer safety. Kelsey Gruis, General Manager of etailz Agency & Subscriptions, joins Kunal Chopra to discuss what brands can do to protect themselves and their customers from external threats. Key topics include the importance of consistency, why pricing matters, how to combat counterfeits, and how Amazon has responded to calls for improved brand protection tools.

Kelly Leary, Director of Global Supply Chain at etailz, shares his experience and advice for expanding to new marketplaces domestically and internationally. Together with Kunal Chopra, Leary discusses key considerations for entering international marketplaces, including pricing, brand protection, and fulfillment services. They also explore the need for marketplace diversification, as well as how to determine which markets and marketplaces offer the greatest opportunity for brands.

Mitchell Bailey, COO of etailz, joins Kunal Chopra to discuss selling on Amazon through first-party (Amazon Retail/Vendor Central) vs third-party (Seller Central). They’ll explore the pros and cons of each model, including pricing structures, available services, growth potential, Amazon’s efforts to guide brands to 1P or 3P based on their size, and how to determine which model will best serve your business based on goals and needs.

Master the Marketplace delves into the inner workings of all things ecommerce, from deep dives into major online marketplaces like Amazon and Walmart to best practices for online brand protection, supply chain optimization, digital marketing and more. Master the Marketplace is hosted by Kunal Chopra, CEO of etailz, a leading tech platform that empowers brands to grow every aspect of their online business. Each episode, Kunal will be joined by established industry experts to discuss critical topics for a successful online business.