DSI&Bobsled：2024高管洞见：2024年数字货架电商盈利能力的主要驱动因素分析报告（英文版）（24页）.pdf

1、Executive Insights:the Primary Drivers of EcommerceProfitability Across the Digital ShelfREPORTP A G E 2 O F 2 4Profitability Driver 1:The Definition of Profitability.6 Profitability Metrics .7Stated Focus .7Line Item Inclusions .7Real-Life Profitability Wins.8Internal Alignment .9Channels Within Ec

2、ommerce .9Scale .9Takeaways and Solutions.10Profitability Driver 2:Product Category and Price Point.12 Pricing.13Packaging.13Manufacturing and Logistics Costs.14 Bundling and Multipacks.14 Scale.14Takeaways and Solutions.15 Introduction:The Future of Retail.3Meet the Experts.5Profitability Driver 3:

3、Media Spend and Attribution.16Rationalizing Brand and Performance Media.17How Much To Spend.17Improving Performance and Efficiency.18Takeaways and Solutions.18Profitability Driver 4:The Amazon Relationship.19 Standing Your Ground.20Hybrid Model.20Amazon Net PPM Program.21 Takeaways and Solutions.21

4、Conclusion:Whats Next?.22About the Digital Shelf Institute.24About Bobsled Marketing.24Table of ContentsDIGITAL SHELF INSTITUTE AND BOBSLED MARKETING RESEARCH:LEADER INSIGHTS ON ONLINE CHANNEL PROFITABILITYP A G E 3 O F 2 4As shopping shifts from an activity conducted purely in retail stores to one

5、that usually includes at least one online touchpoint,consumer brands are reckoning with the unique financial profiles of their various sales channels.For most brands,their ecommerce sales were already steadily increasing well before the rocket fuel of COVID-19 in 2020.In the old world,where ecommerc

6、e often comprised less than 15%of a companys sales,the requirement to improve the profitability of online channels was easily punted down the road.But as companies see the proportion of ecommerce sales increase dramatically,the urgency has arrived.The Future of RetailT H E 2 0 2 X R E C E S S I O N: