What Amazon’s Shortcomings Mean For Marketers

The pandemic altered the way we shop, but it didn’t change the most crucial aspect of e-commerce in the modern age, which is the power of Amazon.

Designers, marketers, and users experience (UX) professionals face an unbeatable rival in Amazon. In the absence of a pandemic, areas of eCommerce such as banking and retail have been battling Amazon directly for over ten years. And the coming years will be vital. As rivals and peers reset on their own customer experience and marketing strategies, can they compete with the giant of Amazon?

Gregory Ng, CEO of Brooks Bell, answers with an unwavering “yes.” His experimentation agency has just shared new data on consumer behavior and insights about Amazon’s weak points, strengths, assets, and strategy. It’s a must-read for anyone in marketing or UX professional charged with improving their customer experience or drawing clients who aren’t interested in Amazon.

Gary Drenik First, discuss what you have learned about your customers and Amazon’s weaknesses in this study.

Gregory Ng: Two important things leaped at me. The first was that the volume of users browsing Amazon with no real intention to buy was more effective than we anticipated. Seventy-three percent of people browse Amazon at least once a week with no purchase in mind. Are they searching to find inspiration, like the people on Pinterest? Do they want to assess the value of a product through comparisons with similar items to how real estate professionals compare property? While only Amazon has the solution, it is possible to draw many things from the information we gathered.

Although consumers rate Amazon praise for its basic features like shipping reliability and availability of goods — Amazon has started to show weaknesses in the more complicated aspects of its online shopping experience. For instance, 37% of shoppers think Amazon could improve its product comparisons, while 36% of shoppers cannot find what they are searching for on the website. In addition, 37% of customers have switched from a competitor comparison to Amazon because they could get more knowledgeable product information.

These numbers aren’t insignificant, and they provide some of the most significant opportunities for companies to enhance their user experience and provide features that Amazon isn’t able to match.

What do you think this will look like in real life? Are there any companies leaning towards Amazon’s failings that could offer a lesson?

Amazon’s status as an “everything store” has a double edge — it could make shopping appear unimportant. As cats, dogs, and other pets become part of our families and pet supplies are becoming more popular, Chewy is an excellent example of a company making their customers feel like the central point of all of space and time. They’re doing it by focusing on customer segmentation better and more intelligent personalization and, perhaps most notably, by experimenting at a scale Amazon cannot even begin to do.

Every every year, Chewy delivers holiday greetings, birthday cards to celebrate pets’ birthdays, and even sympathy notes to customers when their pets have passed away. The whole concept goes back to one of the company’s initial goals of shopping for pet supplies online as personal as buying in the store.

There are many great examples, but the great thing about the information we gathered is that both marketers or UX teams can determine the best option for their requirements. For instance, we know that 25 percent of Amazon customers were disappointed with a product inferior to what they were expecting within the last month. Amazon’s descriptions of products were listed at the bottom of features that consumers find helpful. The data shows that even though Amazon has everything available for sale, they may not have a complete understanding of the products they offer.

Last time, talked about how retailers were trying to adjust to a changing environment. Able to provide fresh ideas based on this information?

Brands have grown tired of working outside “normal,” and I recognize this. However, this apathy leads to missed opportunities. The most significant change since the last time we talked was the continuously turbulent distribution chain. Right now, I believe that many retailers are blaming cart abandonment and customer losses due to supply chain problems. They could use this opportunity to improve their systems by analyzing CX data. May customers have left due to the high cost of shipping? Long delivery times? Can they not have all their merchandise delivered at the same time?

We’re finding that retailers do not have the data-driven granularity they need in the customer journeys that allow them to see the exact areas where they’re losing opportunities. If they do not recognize this problem now are likely to be left behind once the supply chain improves, and no CEO wants to let logistics problems be an excuse to blame the company for losing revenue forever. Particularly with nearly 90% of people opting for Amazon Prime for the free two-day shipping option in a recent Prosper Insights & Analytics Survey.

Prosper – Primary Reasons Subscribe To Amazon Prime

Prosper Insights & Analytics

Are other industries such as financial services that can learn from customers’ changing expectations?

A critical lesson marketers and experience designers could learn from this information is that customers are hungry for more relevant content. Customers are looking for information on the opinions of their peers and experts in making their decisions. Our data suggest that Amazon does not have that depth. We’re seeing that the content and the experience that surrounds purchases can be nearly equal to the value of the actual purchase — and in the case of purchases as significant as a mortgage to buy your first home, The stakes are more effective.

We also heard from customers that one of the most highly rated Amazon functions is its payment and checkout processes.

In banking and finance, the most important thing is to continue to adapt to an evolving normal in world of finance and banking. A different study we released last year revealed the increasing desire of consumers to go back physically to bank branches. In addition, our recent Amazon research has shown that consumers are highly motivated to purchase brands that have experience in their products. These two aspects should be arousing for any person who designs experiences for banks’ customers -particularly as the younger generation are interested in investing and other currencies.

- Advertisement -
Krishna Chaitanya
Krishna is a digital media strategist with experience in the media and publishing industries, He is also the lead marketing strategist for Hustle Chronicle. He is currently employed at Intentify Media & resides in India.

Latest articles

Related articles

Leave a reply

Please enter your comment!
Please enter your name here