a. The success of Amazon.com may be attributed to the easy to navigate, embracing nature of their web site. Not only does Amazon.com sell their “stuff”, it offers for community members to sell theirs.
Perhaps though, the success of Amazon.com can more directly be attributed to the creator, Jeff Bezos, and the investing partners Nick Hanauer and Tom Alburg(Fair, 2002). Collectively, they have turned a drab looking web site selling books into a dynamic welcoming e-Store.
Purchasing a book is very straight forward. Search for the book then add to shopping list. At this stage, Amazon.com invites you to either sign in or create an account, and then to optionally add the book to your shopping cart.
Value added selling is facilitated through suggestion oriented, prior sales related information on additional books purchasers also bought. In my mind, this is the model successful physical stores use in trying to get the purchaser to buy more and/or bigger items(Herman, 2007). The most talked about being McDonalds, the fast food chain.
b. Reviewing the website, all transactions appear secured using secure sockets layer security. And while it appears that all transactions are grounded in money, Amazon.com also offers gift certificates. Primary means of payment is credit card, although seller funds are dispersed to ‘check’ accounts.
c. The range of product is boundless and seemingly unrelated – except that the range of goods offered are all appealing to the one customer shopping mode type. That is the online shopper. All products are as easy to buy as the book in point a, above. Simply search or browse, click, pay and then wait for the delivery.
References:
Fair, M. (2002). The history of amazon.com. Retrieved March 15, 2009, from http://www.essortment.com/hobbies/historyamazonc_ttas.htm
Herman. (2007). Marketing Upsell - How to Upsell Your Customers Retrieved March 15, 2009, from http://www.drostdesigns.com/marketing-upsell-how-to-upsell-your-customers/
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment