he current model of interaction with the marketplace was unprofitable
We have been working with 1st-original for 6 years. Previously, the store used a “non-card” model of product placement – ADV. When a Perfume shop user typed the name of a product and a store in the search, the marketplace immediately redirected him to the 1st-original website. The buyer selected the products and placed an order there, and the store organized the delivery itself.
In July 2023, Yandex Market completely austria business email list abandoned this model of interaction with sellers and the client switched to DBS. This means that the Market acted only as a “showcase”. Buyers selected goods on the Market, but the store itself was still responsible for storing, assembling and delivering orders.
- FBY. The seller ships the goods to the marketplace warehouse, and the Market itself forms orders and sends them to buyers.
- FBS. The seller stores the goods in his warehouse, brings the already formed order to the shipping point, and Yandex Market outbound customer experience phone calls sends it to the buyer.
- Express. Within an hour after placing an order, the seller collects it at his own warehouse, and Market couriers pick up the goods and promptly deliver them to the buyer.
In the end, 1st-original chose FBS. The store Perfume shop already had its own warehouses, so it did not want to spend money on storage at the marketplace warehouse. But at the same time, thanks to the Marketplace service, the delivery time of orders was significantly reduced. Clients from the regions began to receive their orders faster, and the store was able to significantly expand the geography of sales in the regions. The platform’s algorithms bgb directory began to evaluate offers as more attractive, and 1st-original products began to rank higher in search results.
We connected Boost as the main promotion tool
We chose Sales Boost as our main promotion method. It raises products to the most visible positions in search results, on category pages, in the product card and in the Yandex Advertising Network (YAN).
The client had not previously paid much attention to internal tools on Yandex Market. In particular, Boost was used, but for a very small group of products. After changing the model of cooperation with the marketplace, we applied it to the entire range of the store.
To connect the service, you need to Perfume shop create a campaign in your personal account, set it up and add the products you want to advertise. Sellers pay the marketplace a commission for Boost, which is determined by the auction principle. Sellers offer a percentage of the product cost as a rate, which they are willing to pay for its promotion.
To select an acceptable rate, we prepare a summary table. In it, for each category in which the client has a product, we indicate the Market Perfume shop commission %. For their part, the client specifies the amount they are willing to spend. In the future, we use the difference between these columns in the table as the rate in Boost.