Amazon eCommerce: Why the Company is Killing It

The most recent retail sales figures from February surprised most people. Everyone expected a modest increase because of the expiration of the payroll tax holiday. But, WHOA, they were much better than the future prognosticators’ expectations. And the biggest winner? Amazon, eCommerce. Everything from a-z indeed.

Slate magazine said it best in their tweet: “Retail sales were up in February as Amazon just KILLED department stores.” According to Slate, general merchandisers (including department stores) saw sales declines of 4% while Amazon eCommerce saw 14% sales increases.

So now the question is why?  Why is Amazon eCommerce doing so well while similar brick-and-mortar stores aren’t? Let’s look at what Amazon does well:

• They have a vast assortment, yet it’s relatively easy to find what you want in a very short amount of time.
• You get your order when Amazon says you will and in the condition they say.
• They offer adjunct services to keep you in the Amazon family (and website), like Prime, which not only gives you free shipping but lets you watch shows for free.
• They allow you to shop on amazon on every device imaginable.
• Customer service responds to your questions or concerns very quickly.
• Returns are simple.

In other words, Amazon eCommerce makes the shopping experience easy, consistent and pleasurable.

But other department stores with online stores do this too, right?  Many of them do.

And many argued vociferously, as recently as a few months ago, that the reason Amazon was winning was because of the price advantage related to not having to charge taxes.  Well, guess what?  Amazon has started charging sales taxes and they’re STILL winning.

Could it be that not only do they make it easy, consistent and pleasurable, but they connect with us, the customers, because they seem to KNOW us?  How often have you gone to Amazon.com to browse for one thing and ended up buying more than you expected?  I have. Lots. And I contend that it’s because they always seem to know what I need (okay, it’s want). Regardless, I always buy more than I probably should because I like what Amazon recommends for me.  I like how they personalize my shopping experience.

Well, here at Nectar, not only can we personalize your company’s shopping experience, we can hyper-personalize it!  Want to learn more?  It’s easy. Contact us for a demo!

Want to learn more or just shoot the breeze about hyper-personalization?  Contact me at patricia@nectarom.com.

Patricia Blair

VP Marketing, Nectar Online Media

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