The Grasshopper Co. experiences a gradual rise in sales at the start of the yr, peaking in April through June.
Trent Guyler, vp, digital and marketing, The Grasshopper Co.
But in recent times, the corporate has realized a pick-up in parts sales following the same old end of its peak season in July, says Trent Guyer, vp, digital and marketing.
One reason, he says, is the mid-July Amazon Prime Day promotional event. Although designed primarily as an enormous promotional day for retailers and retail consumers, Prime Day also helps to generate spikes in traffic and sales on the Amazon storefronts and product listings of B2B sellers. Amazon scheduled its tenth annual Prime Day this yr for July 16 and 17.
Grasshopper is a manufacturer of high-end grass-cutting equipment used to take care of such properties as corporate campuses and the White House lawn. It sells grass-cutting equipment priced at as much as $20,000 or more per mowing unit. It also has a network of about 1,000 North American dealers and has customers in about 42 countries. On GrasshopperMower.com, it displays equipment and parts images and details, a request-a-quote feature and a dealer locator. It sells parts through the Amazon.com marketplace and Amazon Business.
Trent notes that Grasshopper customers don’t typically plan their purchasing around promotional events, because in the event that they need a component, they need it immediately.
Manufacturers profit from Amazon Prime Day
A Grasshopper mower.
Still, he notes that the additional Prime Day traffic has helped Grasshopper experience a few of its strongest July sales days for equipment parts.
“The July Prime Day in 2022 actually helped us to have a best day of that month,” Trent says, adding, “Our sales on Day One among Prime Day 2023 uplift us to have one in all our three best days in July of that yr.”
Trent says Grasshopper runs ads all year long to advertise its parts sales on Amazon, but nothing specific to Prime Day events. He adds that the reliable rise in traffic is sufficient to generate increased customer activity through a “halo effect of just being on the platform on Prime Day.”
Dynabrade takes an identical approach regarding Prime Day promotional activity. It relies on an expected boost in traffic moderately than specific promotions. Dynabrade is a pneumatic power tools manufacturer.
B2B sellers capitalize on Amazon Business and B2C sales
Ronald Veiders, global brand manager, says the manufacturer tried running a limited Prime Day promotion a pair years ago for one in all its popular SKUs and realized only a minor direct profit. Along with referring customers on Dynabrade.com to its distribution partners, the manufacturer sells a few of its products through a Dynabrade Amazon storefront. Like Grasshopper, Dynabrade has received advice on Amazon marketplace strategy from Enceiba, a digital marketing agency.
Ronald Veiders, global brand manager, Dynabrade
The Prime Day promotion “wasn’t price it to us,” he says. “We identical to being on Amazon, because we all know there’s more eyes. And I guarantee we’ll get at the very least a pair more sales out of it.”
Veiders agrees that Dynabrade advantages at the very least somewhat from a Prime Day halo effect. But he figures that the boost in activity sparked by Dynabrade’s Amazon presence is tied largely to the trend of today’s B2B buyers to go looking online for Dynabrade products and to hunt down deals like Amazon’s Prime two-day delivery service.
“Think concerning the procurement buyers on the market nowadays,” he says. “Their first step is Googling, and Amazon goes to return up first or near it in the event that they’re searching for one in all our products. And so they’re going to go there to buy, price and compare. And since we’re FBA (Achievement by Amazon), it’s Prime and able to go … for two-day delivery anywhere within the country.”
Paul Demery is a Digital Commerce 360 contributing editor covering B2B digital commerce technology and strategy. [email protected].
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