The Direct Marketing Association shown a list of the 20 brands in a consumer engagement file, and although three eCommerce manufacturers were showcased, the number one spot was maintained by Amazon.
Named as the favourite by one in four consumers, Amazon has discovered the balance between offering a wide range of products. However, how do they managed to beat out mortar and bricks that’s traditionally the customer favourite?
High street shops simply cannot offer you the range and variety in 1 place like Amazon. It would be difficult for a traditional bricks and mortar merchant to own everything on display or perhaps in the stock room, if we refer to a specific product category.
Amazon has cleverly retained all customer email data by only allowing communication to an encrypted email account
Amazon is able to offer a portfolio of goods, either directly or through third party vendors, giving them access to what they are looking for to the client.
With the usage of Amazon Prime, this adventure was improved further, with customers being able to obtain their purchases the next day, and in some cases on precisely the exact same day.
As a result of this, Amazon can supersede guarantee rapid shipping times for your customer, eliminating the need for the consumer to go out and find and both the merchant’s product offering.
That Amazon marketplace sellers are competing for the Amazon Purchase Box has meant that sellers are currently ignoring the product prices and allowing the consumer to get a product cheaper than it may have been at the bricks and mortar retail stores.
This pricing, paired with customer tracking and engagement is one of Amazon’s biggest assets.
Because everything is part of this package, they are able to do this much more through methods than a retailer can. Whereas Amazon doesn’t shops on the high street still need to ask the client for other information and an email address!
Recognizing the client
By allowing communication to a encrypted email 17, Amazon has cleverly retained all client email data.
This means everything must go through their servers and that third party vendors on Amazon can not run bulk email campaigns beyond Amazon.
Marketing offers could be contained but Amazon block any third party just and URLs allow offers or messages that direct the customer back to Amazon for purchase, anything else will be blocked, streamlining the procedure for the client.
They have also effectively utilised this information to benefit the client, since they are able to analyse and customise mails for customers, which will include things they like, similar goods to those they’ve already bought or “we thought that you may also be interested in…”
It’s a tailored approach and a set of algorithms that enable Amazon to track, follow and serve their customers. By inviting them to give testimonials and feedback using these algorithms, Amazon has also enabled the customer.
Sellers must comply by Amazon rules, and therefore, driving customer loyalty becomes about getting feedback from the client and keeping them to loyal clients through provides or great service.
Loyalty schemes provided by retailers is increasing but it’s not likely to be simple. They’re currently embracing networking platforms to do this more smaller independents selling products will still rely upon word of mouth.
How can manufacturers follow in Amazon’s footsteps?
New manufacturers looking to launch in bricks and mortar have to contemplate new means of information. As opposed to a real loyalty account and terms and conditions would be favourable to the client, A reduction code in exchange for an email address.
This structure can also be fed into a eCommerce site that was complete. New brands can begin directing customers straight as opposed to Amazon via lots of approaches.
Offer a comprehensive range online, with a shipping model that is competing and consider setting an associate’s loyalty strategy that includes free delivery to act as an incentive which you can in-turn analyse.
If heading the mortar and bricks road down and with an website created, consider the use of an Amazon affiliates program and consider having an Amazon buy button to provide the consumer choice.
Having a committed buy button can be tailored so that it goes to your offering of a product on Amazon and not to a customer’s search which may return many vendors of your product.