Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)

Retail brands have a chance to steal share from Amazon

Product relevance is vital to digital marketing

Much of the evolving retail landscape has been widely attributed to the enormous impact of Amazon, which has more than 310 million active shoppers worldwide and some US$136 billion in annual sales in the US alone.

But 'The Amazon Report' survey (of more than 1,200 people ages 18 to 65+) found that without free two-day shipping, 82% of Amazon Prime users said they would simply cancel their membership.

Some of the key survey findings include:

• People really use Amazon to shop for very specific items
  57% of buyers on Amazon are looking for a specific product, and 63% of all shoppers already know what they want before they start shopping. Potential customers aren't browsing Amazon, and they are 25% more likely to purchase branded products from the e-commerce site.
• Without free two-day shipping, Amazon Prime users will cancel their membership
  84% of buyers who had a specific goal in mind also demanded speedy, free shipping. Customers are likely purchasing a retail brand's products on Amazon simply because they have better shipping options.
• Customers will shop with a retail brand more often if they're provided relevant messages based on aggregated shopper data
  In a retailer's marketing messages, it's important to include products their customers have engaged with and to suggest new ones based on their customers behaviors. If not, 47% of shoppers are moving from a brand's website and straight to Amazon's with their personalized product reminders and suggestions.
• Customers may seem like die hard Amazon fans, but it's really only a few things that tickle their fancy
  Between 37 to 57% of shoppers on Amazon are purchasing electronics, books, movies and leisure products like toys and hobby items. Luxury brands should find this especially comforting; people chose not to purchase products above $200 on Amazon.

"Amazon's dominance in retail has been the primary focus of retail executives, investors, and board members - yet, the solution to steal back both market share and consumers' loyalty have evaded most traditional retail brands," said Michael Osborne, CEO of SmarterHQ. "But our report tells a surprisingly upbeat story for retail brands - consumers can be persuaded to ditch Amazon and shop in their store or on their web site. We found that people aren't going to Amazon to browse; rather, they have very specific items in mind. Free two-day shipping is very important to Amazon Prime members - so much, in fact, that they would cancel their membership if it wasn't offered. And consumers have a price threshold of $200 they're not willing to cross when shopping on Amazon, a good sign for luxury brands. While Amazon is viewed as Goliath by the industry, there are certainly weaknesses that retail brands can exploit to help drive their bottom line."

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)