In order to achieve the same success on its own website as in the wholesale sector, Sherpani focuses on two goals: ensuring a good shopping experience on the website and a satisfying delivery experience for customers. Alexis Beuning, sales and brand manager for Sherpani DTC's sales department, said: “When these elements are aligned, it really builds brand trust and brings a positive brand experience to customers. "

However, the key point Alexis emphasized — “coordination” — was missing from Sherpani's DTC success story. The company faces the challenge of finding a strong logistics partner to manage website sales and provide the free and reliable delivery that consumers expect, which may ultimately affect the website's conversion rate. So when the team learned that “Buy with Prime” uses Amazon Multi-Channel Fulfilment (MCF) to provide 1-2 days of free reliable delivery and help merchants increase shopper conversion rates, they saw it as an opportunity to improve the customer's shopping and delivery experience. This is proven to be true — Sherpani.com's shopper conversion rate has increased 23% since the launch of “Buy with Prime.”

The addition of “Buy with Prime” helped Sherpani achieve its goal of improving the shopping experience on the website and simplified the checkout process by allowing Prime members to use payment and delivery information in their Amazon accounts. Alexis attributed the increase in the site's shopper conversion rate after adding “Buy with Prime” to an improved experience, recognizing that a faster and smoother checkout process may be the key between a transaction and the abandonment of the shopping cart. Alexis said, “You don't want to have too many barriers between someone clicking on the product page and completing the checkout, so we're trying to make this process as painless for shoppers as possible. "

“Buy with Prime” also means an improved delivery experience, providing Prime members with free 1-2 day delivery on eligible products, transparent delivery times, and easy returns. Alexis explained, “Delivery methods for wholesale orders are very different from DTC orders, so providing shoppers with consistent, fast, and affordable delivery has always been a challenge. In the past, offering free shipping on e-commerce site orders wasn't always affordable, but now we can do that for products that offer 'Buy with Prime'. Customers know their orders will be fulfilled in a timely manner, and they know when they will receive them. "

From a business perspective, using “Buy with Prime” has enabled Sherpani to further streamline the fulfillment process and consolidate inventory on e-commerce websites. As an Amazon seller, Sherpani already has inventory in Amazon fulfillment centers, but now it can use the same inventory pool to complete Amazon website orders and “Buy with Prime” orders on Sherpani.com.

Alexis Beuning said, “Sherpani tried many different methods to increase our site's conversion rate, but adding 'Buy with Prime' was the most effective way we've seen a significant increase in conversion rates so far. "

In addition to the increase in conversion rates, another benefit the team noticed after adding “Buy with Prime” was an increase in the proportion of new customers. In fact, after a promotion, 87% of “Buy with Prime” orders came from customers who made a purchase at Sherpani.com for the first time.

Alexis said, “When we launched 'Buy with Prime', we were excited to take advantage of all the features and services it brought. “The team created a campaign to use the “Buy with Prime” promotion feature to provide discount codes for multiple products, and added information from the marketing kit to the blog to advertise that “Buy with Prime” is already available on the Sherpani website.

Alexis attributed the increase in the overall shopper conversion rate and the increase in the proportion of new customers in part to the additional trust “Buy with Prime” brought to the Sherpani e-commerce site. When Prime members see the “Buy with Prime” button on the product page, they know they'll get the easy checkout and fast, free shipping they know and love.

She said, “'Buy with Prime' gives shoppers a sense of trust, especially for new customers, because it shows that as a brand, we have a certain level of credibility by providing the option to check out using 'Buy with Prime'. This helps provide legitimacy to our brands, thereby boosting shoppers' confidence. "

Alexis Beuning added: “Since launching 'Buy with Prime' on our website, one of the most exciting things Sherpani has noticed is the acquisition of new customers — 87% of orders placed on our site through 'Buy with Prime' are the customer's first order on Sherpani.com. "

In addition to scaling up, another reason Sherpani is focusing on its e-commerce site is to maintain control over the brand story and message. Alexis explained, “By selling directly to consumers on our website, we are able to control the delivery of information around our brand and build direct relationships with customers. "

Maintaining control over the brand and being able to directly share the brand story with consumers helps Sherpani ensure a consistent brand experience and build a sense of community with customers. The relationship with the end customer is important to the company, and Alexis said, “This is a goal we can achieve in the DTC field and through our e-commerce website. When someone shops at Sherpani.com, we want them to feel like part of our community, and we want to do our best to continue nurturing these customer relationships after they complete conversions on our site. "

Since merchants can keep customer and order information even after customers use “Buy with Prime” to complete an order, the Sherpani team can use segmentation and email marketing to build brands and provide personalized after-sales service for “Buy with Prime” customers.

Sherpani implemented the Klaviyo for Buy with Prime app to improve its recovery method for abandoned checkouts, particularly for Prime members. Using Klaviyo's email marketing automation, brands can send personalized reminders and follow-up emails to shoppers who have abandoned the “Buy with Prime” checkout. Alexis notes that since implementing the app, Sherpani has observed an increase in order volume, open rate, and click rate. “In August, the abandonment checkout process using the Klaviyo for Buy with Prime app was 30.7% higher than the number of orders placed without using the app. "

Sherpani also launched Google Analytics and Social Ads for Buy with Prime, which use meta-conversion tracking tools. Alexis said, “We're constantly evaluating ad performance, so it's important for us that 'Buy with Prime' orders can be accurately attributed. “With these features, teams can consciously interact with customers,” which helps us get people to join us and make them feel like they're part of the community. "