I just bought a new kitchen sink at 60% off list price on Amazon. It arrived in 48 hours, with free shipping. I read 36 positive reviews beforehand, so I was confident about my choice. While I was on the site, I purchased iPod earbuds, and some craft felt, too, because it was so easy.
I made my purchase after visiting Home Depot and Lowe’s where I learned, “Kitchen sinks are on aisle 5,” and, “Anything besides these 4 sinks is a special order and takes 10-14 days.”
Welcome to the age of Amazon.
Amazon is dramatically changing the rules of marketing and sales---across all product categories. I could easily have added car parts, running shoes, and flower bulbs to my basket if I was in the mood.
This means you need to craft your go-to-market strategies with Amazon front and center in your thinking. You should consider:
- How much time do you spend managing Amazon as a channel? Does it align with the fact that more consumers now start their buying searches on Amazon than Google?
- Do you have an Amazon pricing strategy that is competitive and considers channel conflict?
- Have you packaged and priced your product so it is eligible for Amazon Prime?
- Are you working with Amazon to maximize your presence and your promotional impact?
- Does your company website give consumers as good an experience as they get on Amazon? Shoppers see Amazon as the gold standard for ecommerce.
- Do you track your Amazon reviews? Are you making product changes in response to customer feedback?
Whether you’re selling natural food or designer jeans, Amazon is a huge force in the market. If you’re not paying enough attention to this channel, another company will.
If you want to keep current on how consumers use social media, technology and the Internet, check out The Digital American 2013.
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For help developing powerful marketing strategies that drive results, strategic plans that deliver growth, or new products that consumers love, contact Brandology at 925-417-2253 or Maura@Brandology.com.
