Looking at Overstock Art’s Strategic eCommerce Growth in the Online Art Industry with Amitai Sasson (episode 519)
Amitai Sasson is the VP of eCommerce at Overstock Art, an online art gallery selling reproductions of the great masters and original works. Founded in 2002, they now sell via their custom website, Amazon, and provide drop ship services for large retail partners. Overstock Art now has over 500,000 customers and annual sales of 8 figures.
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Dive in:
[03:57] An overview of what Overstock Art sells.
[06:21] Program lets artists sell originals, earn royalties.
[07:37] Shipping costs hinder global art market expansion.
[11:54] Research, outreach, relationships; use LinkedIn, services.
[17:55] Plan ahead, hold stock, competitive advantage gained.
[20:58] Listen to Amitai’s Top Tips!
The Importance of SEO for a Niche Market
SEO is key for attracting traffic to Overstock Art’s site. This is especially true since they sell a unique product—hand-painted oil reproductions of famous art. By using well-known artists’ names like Van Gogh and Monet as keywords, they tap into existing search traffic. This makes it easier for potential buyers to discover their products. Even without a widely recognized brand, Overstock Art is thriving by optimising for search terms that their target audience is already using.
Using a Multi-Channel Strategy
Overstock Art successfully sells through multiple sales channels. This includes their own website, Amazon, and major retail partners like Nordstrom and Macy’s. Each channel comes with its unique approach. Amazon involves focusing on SEO and product quality for mass exposure. On the other hand, retail partnerships demand cultivating relationships with buyers. Amitai explains that going multi-channel allows them to capture different customer segments, from those looking for quick purchases on Amazon to high-end retail shoppers.
A Different Kind of Dropshipping
Dropshipping is often associated with low margins and minimal involvement. However, Amitai’s approach flips this perception. Overstock Art works with major retailers to dropship their hand-painted art. What they then do is actively manage relationships with these retail partners. This includes curating offerings, planning promotional events, and communicating with buyers. By maintaining control over their product presentation and fulfillment, they ensure their brand and quality remain intact.
Inventory Management is Key
Overstock Art holds inventory of its hand-painted reproductions. This helps them deliver products quickly, especially during peak times like holidays. Given the long lead times required for handmade art, they must anticipate trends and customer preferences in advance. Amitai says their ability to hold stock sets them apart from competitors who operate on a made-to-order basis. Doing so allows them to fulfill customer orders even when demand spikes unexpectedly.
Relationships as a Traffic and Sales Driver
Amitai says relationships are important in their business. This is true for their vendors and service providers, retail partners and customers. Building long-term relationships allows them to negotiate better deals. They also create opportunities for the brand. Even though online sales feel transactional, personal connections are crucial in developing a successful eCommerce business.
eCommerce Book Top Tip
- The Goal: A Process of Ongoing Improvement by Eliyahu M Goldratt
- Managing By The Numbers: A Commonsense Guide To Understanding And Using Your Company’s Financials by Chuck Kremer
eCommerce Traffic Top Tip
- Email marketing, SMS, and SEO for quality traffic
Tool Top Tip
- Dmarcian email deliverability tool
Carbon Top Tip
- Overstock Art uses air-filled cushions instead of bulky packing materials in its eco-friendly packaging.
Interview links
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- How Stone Arrow Jewellery Achieved 20% YoY Growth with Loyalty Schemes and Email Marketing (episode 507)
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