1. Philp Industries Weekly Summary August 6th - August 12th
KL Outdoors
Prepared on August 16th 2017
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2. A Data-Driven Approach
AMAZON ORDERS
AMAZON SALES
FAST TRACK
AMS
CHARGEBACKS
CATEGORY PERFORMANCE
BRAND PERFORMANCE
INDIVIDUAL PRODUCT PERFORMANCE
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3. Amazon Orders Amazon PO Dollars SKUs Ordered Confirmation Rate
Fulfillment Rate
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4. Amazon Sales Shipped COGS Shipped SKUs Average Sales Price
Inventory Weeks of Cover
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5. Fast Track Fast Track Replenishable Out of Stock
Non-Replenishable Out of Stock
Lost Buy Box
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6. AMS Sales Spend Average Cost of Sale Conversion Rate
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7. Chargebacks
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8. Category Activity Category Shipped COGS August 6th - August 12th
Change over last week
2000 Outdoors Hardshell Kayaks
$8,016.75
$-4,193.25
2000 Outdoors Kayaking and Canoeing Accessories
$6,151.54
$-2,476.25
9500 Street- Surf -amp- Snow Beach Stand Up Paddleboards
$972.00
$-4,860.00
2000 Outdoors Canoes
$417.60 $
2000 Outdoors Inflatable Kayaks
$0.00
9100 Janitorial -amp- Sanitation Cleaners -amp- Deodorizers
9500 Street- Surf -amp- Snow Plastic Snow Sleds
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9. Brand Activity Brand Shipped COGS August 6th - August 12th
Change over last week
Sun Dolphin (SUNQW)
$15,557.89
$-9,966.90
KL Industries (KLIAA)
$0.00
$-1,287.00
STOER
Terrain (TES46)
Third Coast (THJ10)
$-1,145.00
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10. Top Products Parent Products Individual Products Product Shipped COGS
Change over last week
Sun Dolphin Bali 13.5-Foot Tandem Kayak (B0186UYKGK)
$5,208.00
$-1,116.00
Sun Dolphin Aruba SS 12-Foot Sit-in Kayak (B00HLB2TKK)
$2,097.75
$111.75
Sun Dolphin 2-Pole Pedal Boat Canopy Replacement (B003Z6Z0RO)
$1,173.00
$69.00
Sun Dolphin Seaquest 10-Foot Stand Up Paddleboard (B0088B5DSW)
$972.00
$-4,860.00
Sun Dolphin Excursion SS 10-Foot Sit-in Fishing Kayak (B01AW1F87G)
$528.00
$0.00
Sun Dolphin Sun Slider 5 Seat Pedal Boat with Canopy (B0186UXKSE)
$443.00
$-1,329.00
Sun Dolphin Scout Elite SS Canoe (B01N1UORSI)
$417.60
Sun Dolphin Aruba 10-Foot Sit-in Kayak (B074LMLRNB)
$183.00
Sun Dolphin Journey 10-Foot Sit-on-top Fishing Kayak (B0186UXYO4)
Sun Dolphin Bali SS 8-Foot Sit-on top Kayak (B01AWFME1A)
Individual Products
Product
COGS
Change
Out of Stock
Sun Dolphin Bali Tandem Kayak (Lime, 13.5-Feet) (B017KNJFNM / 52365)
$5,208.00
$-1,116.00
0.19 %
Sun Dolphin Water Wheeler Electric ASL 5 Person Pedal Boat with Canopy (Blu... (B002GNYS2U / WWLELBL04)
$3,604.00
$901.00
51.19 %
Sun Dolphin 2-Pole Pedal Boat Canopy Replacement (Blue) (B000VXQ4Z6 / 11404)
$1,173.00
$69.00
0.13 %
Sun Dolphin Aruba SS Sit-in Kayak (Blue, 12-Feet) (B0088B54JA / 51825)
$1,104.75
0.00 %
Sun Dolphin Aruba SS Sit-in Kayak (Lime, 12-Feet) (B00H35ZVV8 / 51865)
$993.00 $
0.03 %
Sun Dolphin Seaquest Stand Up Paddleboard (Lime, 10-Feet) (B00H35ZXZW / 52160)
$648.00
$-5,184.00
Sun Dolphin 5 Seat Pedal Boat Mooring Cover (Grey/Blue) (B003Z734NK / AWWCV)
$597.54
$-1,467.69
29.28 %
Sun Dolphin Excursion SS Sit-in Fishing Kayak (Olive, 10-Feet) (B00UKRAUP8 / 51445)
$528.00
$0.00
Sun Dolphin Sun Slider 5 Seat Pedal Boat with Canopy (Teal) (B000RF77TK / 72143)
$443.00
$-1,329.00
Sun Dolphin Scout Elite SS Square Back Canoe (Hazelnut, 14-Feet) (B00ODJQIJG / 51165)
$417.60
0.12 %
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11. Increasing Products Increasing Parent Products
Shipped COGS
Change over last week
Sun Dolphin Scout Elite SS Canoe (B01N1UORSI)
$417.60
Sun Dolphin Aruba 10-Foot Sit-in Kayak (B074LMLRNB)
$183.00
Sun Dolphin Aruba SS 12-Foot Sit-in Kayak (B00HLB2TKK)
$2,097.75
$111.75
Sun Dolphin 2-Pole Pedal Boat Canopy Replacement (B003Z6Z0RO)
$1,173.00
$69.00
Increasing Individual Products
Product
COGS
Change
Out of Stock
Sun Dolphin Aruba SS Sit-in Kayak (Blue, 12-Feet) (B0088B54JA / 51825)
$1,104.75
0.00 %
Sun Dolphin Water Wheeler Electric ASL 5 Person Pedal Boat with Canopy (Blu... (B002GNYS2U / WWLELBL04)
$3,604.00
$901.00
51.19 %
Sun Dolphin Scout Elite SS Square Back Canoe (Hazelnut, 14-Feet) (B00ODJQIJG / 51165)
$417.60
0.12 %
Sun Dolphin Seaquest Stand Up Paddleboard (Tangerine, 10-Feet) (B00H35ZXY8 / 52100)
$324.00
94.63 %
Sun Dolphin Pro 94 Mooring Cover (Gray/Green) (B003Z735I4 / ABT94CVGY)
$200.00
Sun Dolphin Aruba Sit-in Kayak (Blue, 10-Feet) (B003Z7ZPYQ / 51320)
$183.00
89.86 %
Sun Dolphin 2-Pole Pedal Boat Canopy Replacement (Blue) (B000VXQ4Z6 / 11404)
$1,173.00
$69.00
0.13 %
Sun Dolphin Pro 120 Deck Motor Mount (Green) (B003PJKHZQ / 11239)
$34.00
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12. Decreasing Products Decreasing Parent Products
Shipped COGS
Change over last week
Sun Dolphin Seaquest 10-Foot Stand Up Paddleboard (B0088B5DSW)
$972.00
$-4,860.00
Sun Dolphin Sun Slider 5 Seat Pedal Boat with Canopy (B0186UXKSE)
$443.00
$-1,329.00
Sun Dolphin Mackinaw SS Foot Canoe (B01C6K3X96)
$0.00
$-1,287.00
Sun Dolphin Bali 13.5-Foot Tandem Kayak (B0186UYKGK)
$5,208.00
$-1,116.00
Sun Dolphin Excursion 12-Foot Sit-in Fishing Kayak (B0186UYF4M)
$-1,080.00
Sun Dolphin Aruba Sit In Kayak (B00W4XBVJA) $
Sun Dolphin Sun Slider Adjustable 5 Seat Pedal Boat (B01BOL5H9C) $
Third Coast Avalon Sit On Angler Kayak (B01M4QQ1AB) $
Third Coast Huron 100 Sit In Angler Kayak (B01M9IJSC0)
Third Coast Arbor Sit In Recreational Kayak (B01M8PVWNS) $
Decreasing Individual Products
Product
COGS
Change
Out of Stock
Sun Dolphin Seaquest Stand Up Paddleboard (Lime, 10-Feet) (B00H35ZXZW / 52160)
$648.00
$-5,184.00
0.00 %
Sun Dolphin 5 Seat Pedal Boat Mooring Cover (Grey/Blue) (B003Z734NK / AWWCV)
$597.54
$-1,467.69
29.28 %
Sun Dolphin Sun Slider 5 Seat Pedal Boat with Canopy (Teal) (B000RF77TK / 72143)
$443.00
$-1,329.00
Sun Dolphin Mackinaw SS Canoe (Green, 15'6-quot-) (B002GXL2C4 / 51121)
$0.00
$-1,287.00
68.76 %
Sun Dolphin Bali Tandem Kayak (Lime, 13.5-Feet) (B017KNJFNM / 52365)
$5,208.00
$-1,116.00
0.19 %
Sun Dolphin Aruba SS Sit-in Kayak (Lime, 12-Feet) (B00H35ZVV8 / 51865)
$993.00 $
0.03 %
Sun Dolphin Aruba Sit-in Kayak (Pink, 10-Feet) (B00H8P194G / 51380) $
99.13 %
Sun Dolphin Sun Slider Adjustable 5 Seat Pedal Boat (Teal) (B000MB84YQ / 61143) $
Sun Dolphin Excursion Sit-in Fishing Kayak (Sand, 12-Feet) (B00H35ZY2Y / 51895) $
Third Coast Avalon 120 Sit On Angler Kayak (Orange/Gray/White) (B01M2VH4Q0 / 59293) $ %
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13. Appendix
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14. Services Review Using a Data-Driven Strategy
Catalog Data Quality
Compare Amazon data sources and purchase orders to identify and set up missing catalog items
Continuously compare replenishment codes to all available data sources to maintain fidelity
Create new listings for missing items and set up new products in advance of line changes
Scrape Amazon content to detect and correct changes in variations or suppressed products
Detect and consolidate duplicate listings
Forecasting
Provide digestible format of Amazon forecasts and supplementary planning recommendations
Analyze historical recommendations for accuracy and improve forward forecast
Operations
Monitor fulfillment to proactively spot data issues
Update catalog data to ease fulfillment problems
Educate your team on fulfillment practices to improve fulfillment rates
International Expansion: Sell on Amazon Globally
Promotions/Marketing
Update Amazon content to improve search relevance and conversion to sale
Execute comprehensive marketing strategy across Amazon promotional tools
“Own” critical keywords in search results
Add premium content to qualified listings
Monitor and update targeting, balance of promotions to maximize ROI
Profitability
Negotiate with Amazon on COOP terms
Improve Amazon pricing strategy over time
Analyze metrics to find opportunities for margin improvement or increase sales volume through margin reduction
Monitoring
Continuously compare Amazon data to consolidated vendor “Reference Data”
Correct data issues on a weekly basis
Analyze key metrics to provide high-level feedback
Flexibility: What does your company need?
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15. Contacts Dan Philp Sage King Managing Partner dan@philpindustries.com
Sage King
Vendor Support
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