The Ultimate Trust Factor - Amazon

     The goal of every consumer products company is to earn the ultimate trust – which is loyalty – with the end user. 
     It is the grand prize in marketing.
     And Amazon is on it’s way to earning the ultimate marketing bogie – Customer Trust.
     The approach Amazon has taken is multifaceted but with a very clear vision.  There are several platforms that standout in my mind that are real and some in late stage development that will continue to widen the e-commerce gap in favor of Amazon.
    
Delivery to Where Customer Wants It
     Certainly; Amazon and other online retailers have mastered the delivery of orders to home and business addresses. 
     With the rash of “porch poaching” thieves taking the deliveries before the rightful owner can retrieve, is gaining national attention.  I have been the victim of this.  Not once, but twice within a two-week period during the holiday season with Amazon a couple of years ago.  The orders were more expensive electronic goods, so not a cheap replacement.  Amazon customer service didn’t bat an eye, and replaced the order without any hassle.  I feel certain any other e-commerce retailer would have done the same.  Amazon is taking a step ahead. . . 

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Amazon Lockers are brilliant.

1. Delivery to where the customer will be, not where they have to be.  No need to be home, and no longer have to navigate the business mail room to find your shipment.  Designate the Locker location of your desire for the deliver to address.  The text updates are terrific, and the retrieval of the shipment is simple.  Speaking for myself – I have no desire to lug something needed in a business trip when I can have it shipped to a location that works for me.  Or to check additional luggage to transport holiday gifts to Grandma’s house, when I can have them shipped to an Amazon Locker near Grandma’s.
2. The Lockers solve many problems – delivery theft and convenience of receiving shipment when the customer is ready are just a couple.

           This concept is going to the next level.  Consider large, multi-unit condos / apartments.  Some of these larger developers are negotiating with Amazon to BUY the lockers (brilliant) and the “Lockers” becomes a marketing feature of the complex knowing shipments will arrive, be secure and tenant does not have to be at the “office” hours of operation to get a delivery.  In turn, this must save the management staff lots of time for being a package handler where there is little to no value. 
     Providing options and solutions for delivery is part of an e-commerce value chain proposition.  Amazon is taking it to the next level.  It provides end-to-end trust – Purchase of Product, at Price offered, Delivered on-time, and secured that the shipment is available for the customer to receive.
     When the trust factor is fulfilled seamlessly, that is where loyalty is created.  That loyalty enables great things and momentum to happen in gaining share of wallet.  New products, some pricing latitude, and much more.

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​Knock Knock. . . I’ll Let Myself In
Amazon’s latest venture / offering is Amazon Key.  This will truly test the amount of trust the consumer will allow Amazon.

• Amazon Key is the ultimate and most streamlined means of delivery.  It allows for the shipment to be delivered INSIDE of the consumer’s home.
• The service is only available in select markets today.  That has limitations of making it a broad-based marketing advantage.
• Also requires a $250 investment (The Kit) in Amazon camera and compatible lock for the privilege of “in-home” delivery.  “Key” is also being marketed for other service providers to gain access the home when you are not there.  Repair service, cleaning, laundry service, etc.

     I can’t get there on this service – yet.  Our homes are our safe-haven and we guard them carefully.  Without a doubt, thousands of consumers will invest in the hardware and welcome Amazon in to their homes.  Time will tell how this may change, it’s adoption, and it’s success.
     The dynamic at play is huge.  It is the continued evolution or dimensional shift to how consumers will purchase and receive products into their homes. 
     Think about it – Amazon is a service provider of transactions of selling products to the end user that have disrupted traditional supply chain mentality with the use of technology.  Once in the home, that seems like mecca for consumer engagement and countless other products and services they could provide through the single marketing platform.
     Very exciting times and look forward to what comes next as the continuum of consumer products method of reaching the end user will continue to change and shift!
 
Just for a Smile.  Have to pass this along.  Courtesy of the Reddit community….
“It kinda makes sense that the target audience for fidget spinners lost interest in them so quickly.”

Hope you have a great week!

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Business leader and continuous learner in consumer durable products sold through various partner channels; retail, capital goods, infrastructure product.
   Seeking senior leadership role with a company with a vision to grow, innovate, and create a sustainable value-proposition.      www.davidkearsley.com

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