Aug 26, 2024
How-To
Overview
Search Engine:
By typing the keywords “ted baker eyewear” and “benetton eyewear”, which are the one of Mondottica’s Brand Name, it can be noted that the brands are well-positioned. A relevant point to mention is the absence of sponsorship campaigns aimed at brand protection for those keywords.
Being one of the main players, it is essential to be among the top search results when a potential consumer searches for that specific type of product and brand.
Store:
Mondottica does not have a store on Amazon, which means that the products available on Amazon are not sold directly by the firm but by distributors/other sellers.
If Mondottica itself sells the products, it will be crucial to create and populate the Brand Store: this is the online showcase we want to have that helps consumers understand what the brand offers.
But, in this case it is ok not to have a Brand Store as the Brand Owner name is not Mondottica.
Here are the few Brand Store of Mondottica’s Partner:
TEDBAKER
https://www.amazon.co.uk/stores/TedBaker/page/9A182A50-330E-4912-97DD-5FA3A2CFFE67?ref_=ast_blnPEPE JEANS
https://www.amazon.co.uk/stores/PepeJeans/page/10D129F8-F3DB-43F9-B17D-93ABD9BBAA75?ref_=ast_blnJOULES
https://www.amazon.co.uk/stores/Joules/page/4F0EA9FA-D997-4D0A-9D37-1FA8B149B9F6?ref_=ast_bln
Revenue:
Mondottica’s Brand revenue on Amazon UK and Europe is relatively limited/tending towards zero.
The Revenue of eyewear on amazon UK is £606,319 monthly.
Development
Product Page:
Examining a couple products from Mondottica's brands, it can be seen that the product pages are bare and lacking the minimum requirements provided by Amazon.
The MAIN IMAGE is correct;
The SECONDARY IMAGES need better development, as the minimum number should be between 5 to 7 images and an explanatory video of the product.
Moreover, the images should depict the characteristics, dimensions, and especially the benefits that the customer will get from purchasing this specific item: an example could be to include in one of the images uses like “perfect for outside events, weddings, ext”.The title and bullet points are not optimized: the title must contain a maximum of 200 characters and the bullet points 250 characters, and in this case, they do not exceed 100 characters; the title and bullet points must contain information that lets the consumer understand in less than 5 seconds what they are buying and what they will receive upon completing the transaction.
Below is an example of how the product catalog should be presented.
A positive note that can be extracted from this analysis is profitability, a topic that will be discussed in the next paragraph after illustrating examples of optimized catalogs.
Below we can see the listing and A+ content: Content that does not replace the product description but visually enriches the product page to give the consumer more details and information and also the possibility to insert a series of other products to increase the average cart value.
https://www.amazon.co.uk/dp/B01LWMQDRQ/
Below we can see the Brand Store of GOWOOD.
https://www.amazon.co.uk/stores/GOWOOD/page/1B7A684B-4515-4CC8-828D-EDF4A487EB38?ref_=ast_bln
Profitability
As anticipated in the previous paragraph, the profitability of a sold product is determined by the contribution margin it can generate after covering the expenses, and here it is crucial to evaluate how to sell the products on Amazon, considering the associated costs and commissions.
From the product page of GOWOOD in the previous paragraph, it can be seen that they do not only display one item but aim to sell multiple products in the same product page.
It is no coincidence that most of the generated revenue comes from the combination of products united in what is called “Variation”, i.e., multiple products of the same type that differ only by one variable, which in this case can be the color or size.
In fact, they generated 8,638.08 £ only from one variation as the screenshot display below
This results in:
Greater profitability characterized by the increase in average units sold
A higher average ticket
Faster and less costly product turnover: the quicker a product is sold, the lower the management and logistics storage costs
Launching sponsored advertising campaigns that have a more accessible cost per click due to higher margins and consequently a higher return on advertising spend.
Monthly Revenue
GOWOOD generates around 30,000£ to 40,000£ monthly in revenue on Amazon UK through the Variations present in the catalog. Mondottica’s Brands, being a well-established brand in UK and Europe, can aim to generate around 150,000£ 200,000£ monthly by implementing the practices outlined so far, namely:
Optimizing the product catalog with best practices
Creating/Optimizing A+ Content
Creating/Optimizing the Brand Store
Creating/Optimizing advertising campaigns for brand protection
Creating/Optimizing Variations in the product catalog
Using textual keywords in the title, bullet points, and content to optimize SEO (search result ranking).
How can Mondottica be Differentiated from Competitors?
By Selling Tech EyeWear Items
Due to the strong brand identity, customers will easily recognise Mondottica brands as top quality brands offering high-tech spectacles.
On Amazon UK and in Europe, there are only a handful of companies selling and offering these types of products, allowing them to enter the market at its early stage.
Examples:
OhO Smart Glasses: low ticket
https://www.amazon.co.uk/OhO-Sunglasses-Control-Bluetooth-Waterproof-Black-black-lens/dp/B08FDB3LVR/
£10,652.67 monthly and 200+ units sold last monthOne Lite XR Glasses: this is a brand that sells glasses with Android System Integrated and it has been listed on 20th June 2024
https://www.amazon.co.uk/Glasses-Spatial-Supported-Consoles-Adjustments/dp/B0D45N11QG/XREAL Air 2 Pro AR Glasses: Best seller on Amazon UK in High Ticket Smart Glasses
https://www.amazon.co.uk/XREAL-Ultimate-Wearable-Immersion-Streaming/dp/B0CHVQC5TS/
Price at 449£ and 100 units sold: That means they made 44.900£ minimum only from this listing.Deep diving in the listing we can see that they generated 70.493£ in total from this product.
