I’ve been writing about Amazon and it impacts on retail since 2016. I first talked about the way in which they harvested data and then turned it into useful information. ALEXA was then in her infancy, now four years on and billions of data points later Amazon has its sights set on food, fashion and healthcare retail.
These are probably the biggest and most complex retail areas left totally unscathed by the pervasive nature of Amazon. So, how does Amazon help small businesses if you read on then you’ll see the methods they use can be used by any small business.
When Amazon.com launched in 1995, it was with the mission “to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavours to offer its customers the lowest possible prices.” This goal continues today!
During the coronavirus crisis, Amazon has been given a free pass to wreak havoc in the market place, enjoying uninterrupted trading. This has enabled them to learn much far quicker than normal about what consumers want, as everyone turned to online shopping.
It may seem unfair to many retailers but they also have access to the same tools as Amazon. The difference is that Amazon has a system like no other retailer that learns and adapts its customer proposition.
Google is still the biggest and most frequently used search engine but Amazon Web Services is watching and learning. The problem for other retailers is that the consumer’s natural default when they search for many things is Amazon because they know what to expect.
What’s next for retail?
If we’ve learned anything from this crisis we know that customers like certainty, familiarity, convenience and reliability. But also, we all like to shop locally when we can. This gives the local brick and mortar retailer an advantage your business has a face Not just a smiling cardboard box.
So even if the product that you are selling is available on the internet and is less expensive, start to give consumers more reasons to buy from you. The more reasons that you can put together will mean that you’re more likely to become a consideration for choice rather than dismissed through absence.
It’s that simple
Which means that in 2021 retailers need to upskill their marketing and online offering to compete for the opportunities that are emerging every day as businesses falter.
Driving traffic to both online and offline solutions helps more people get to know about what you do. Its easier to tell people what you do face to face but when 70 % of their decision is completed before making contact then you need to make sure that they have the right information.
What can a consumer see can on your website:
- Can they search for a product?
- Does it have good information about what it does?
- Are the price and alternative options if applicable obvious?
- Product availability information helps and terms such as bestseller or frequently bought
- Does the product have reviews?
- Anticipated or defined delivery window is a great help also it doesn’t have to be next day to qualify for great customer service, just do what you say you’re going to do.
Then you are heading in the right direction.
Here is something that may help more when it comes to planning your strategy for 2021 and beyond.
“If you’re competitor focused, you have to wait until there is a competitor doing something. Being customer-focused allows you to be more pioneering.” Jeff Bezos
Systemisation isn’t a new concept but many small businesses still don’t see the benefits. Having some simple processes in place to deliver a better customer experience will, in turn, drive revenues. At the end of the day, people are still buying stuff, which is great, we just want them to buy more from you and your business.
To learn more about how you can have rhythmic customer acquisition in your business simply click the link below and join us on the launch pad, give me a call on 01256 213121 or email firstname.lastname@example.org.