When you think about making an online purchase the first thing that comes to mind is Amazon. Founded by Jeff Bezos in 1995 in a garage outside Seattle that started selling books, today we all know that it sells thousands of products and categories. We can find countless products, new and used, household appliances, computers, clothing, jewelry, perfumes, toys, tools, among others.
Being one of the first companies that started with online sales, it is said that it has reinvented some of the laws of marketing, and boy, has it succeeded. This is undoubtedly part of the success of the company. During the first years Amzon.com grew to exponential levels and there is no doubt that its marketing strategies are extraordinary.
Jeff Bezos claims that a marketing strategy was to “set honest prices” for customers, without this nothing can be done. The strategy here is to always focus on the customer and never lose that focus. Generate a unique experience where the client says “They do know how to sell”. Where the client finds what he is looking for at a reasonable price and receives it in a timely manner, that is, logistics or product delivery has stood out as another great differential, working tirelessly to ensure that delivery times are the best. Not in vain for years it was at the top of the Costumer Satisfaction index never reached by a service company in the United States.
Again, focus on the customer and generating an extraordinary experience over and over again. Amazon generates a beastly effort to study customer behavior, it was one of the first companies to create the recommendations section, customer news, collaboration filters where through technology they personalize content for each one. According to Bezos, the spirit is “If we have 45 million customers, we must have 45 million stores.”
Providing a simple way to buy and guard the customer purchase, that is, follow-up, which today seems absolutely normal to us, Amazon began to do it a long time ago. Besides the ability to achieve personalized experiences with customers, online sales, not having direct sales (no real estate expenses), Amazon had to make large investments in distribution, complex computer systems to achieve these objectives in addition to attracting customers. Thus, only the process from when the customer places his order until he receives it is analyzed by more than 300 different metrics. My last point to highlight is the diversification that has been achieved with its products such as Amazon Prime, Kindle, AWS, Amazon Go, it proves that it has found other niche markets to venture into and has successfully enhanced it by focusing on the metric of client.