The NEW next: The AMAZON effect on retail brands
Online shopping has drastically changed in the past decade, with major players continuing to revolutionise the e-commerce landscape. One notable influencer is Amazon, the American multinational tech company founded by Jeff Bezos that initially started as an online marketplace for books in 1994.
What is the Amazon phenomenon?
Amazon has forever changed the way we shop and pre-shop. Setting the bar and rewiring online consumer behaviour, Amazon has turned the online shopping experience into an effortless one. One-click checkouts, free shipping and next-day delivery have now become common expectations of the everyday consumer.
What are other Retailers doing?
Retailers are starting to get in on the act to extend their business, applying the “Amazon” model of doing business to their brand. This can be seen in the trend of larger retailers creating more hybrid models to revive the brand, offer something new and unique, and provide ultimate convenience to the customer, such as:
- Woolworths Everyday Market – an online marketplace for customers to shop for products from partner sellers such as Big W and Pet Culture while shopping for their groceries. This provides access to an extended range of everyday items in one convenient online location.
- David Jones x Blue Spinach – a designer resale model where David Jones joined forces with Blue Spinach, an Australian luxury re-seller, offering speciality luxury accessories from name brands such as Chanel and Prada, and opportunity to purchase sought-after designer pieces via David Jones online.
- “FENDACE” – Fendi and Versace’s ultimate hybrid designer collaboration, where creative directors Donatella Versace and Kim Jones swapped their roles and designed signature pieces and motifs with their creative takes on the collaboration. The two collections “Versace by Fendi” and “Fendi by Versace” made their debut at Milan Fashion Week filled with famous attendees including Naomi Campbell, Kate Moss (and her daughter Lila), Amber Valletta, Gigi Hadid.
Consumers in a post-pandemic world
Previously, we talked about how the pandemic has not only significantly altered the way we live, work, and interact in everyday life, but also the way we shop – with many taking to online shopping for the first time during the pandemic. Consumers are on one hand spoilt with choices, but also overwhelmed at the same time. It comes down to consumer experience, which, according to payment provider Ayden, 72% of Australian shoppers won’t return to a retailer if they’ve had a bad experience.
Branding in the new e-commerce landscape
Now more than ever, consumers need to be able to identify your brand. Amazon has now become synonymous with online shopping, the Amazon brand sends a clear message, it’s brand is recognisable, and demonstrates a true understanding of the consumer. To rethink the online retail scene involves a fundamental focus on branding to forge a relationship with your customer and engage them at a new level of shopping experience.
How is your brand positioned?
Is it time to revisit the positioning of your brand and how you’re communicating to the customer? To navigate the “NEW next”, this may mean a different approach in communication or changing your tone to adapt to your customer’s needs. Perhaps you need to reposition your brand through improved or redirected communications, and in some cases, even a rebrand.