If one brand appears to be particularly resilient to the economic and market effects of the pandemic, that is undoubtedly Amazon.
The brand has found a way to stay relevant beyond being one of the main exponents of electronic commerce in the world.
The diversification of its proposal added to its delivery systems have led Amazon to surpass various retail players with more than 2.570 million visitors on its site in July alone, which is more than that recorded by eBay Inc., Walmart, Etsy, Home Depot, Target and Best Buy together, according to Marketplace Pulse.
To a large extent, the success of the firm lies in the fact that its diversified structure in hundreds of services or products allows it to put into practice one of its best kept secrets: the customer does not choose the store or solution; the store or the solution are the ones that choose the customer.
The structure of Amazon proposes an ecosystem that in one way or another is interconnected, with which practically the company, understood as a whole, has a complete vision of its customer.
This has allowed him to question and challenge the conventional model of purchasing. In the traditional world, you choose where to be. But in the case of Amazon, it is the marketplace itself that, based on its rules that is region by Amazon’s A9 algorithm) classifies the products that it shows to any user when they perform a search.
This scheme has now provided the basis for Amazon’s next bet, which seeks to make the consumer pay for a product that does not yet exist.
Amazon has given the green light to a project called Build It, which in the crowdfunding style invites the client to pay for an idea not yet manufactured and in case this object reaches the necessary demand, it is created and marketed. Otherwise, the money is returned to the consumer and Amazon moves on to the next product looking for what interests people the most.
Actually the concept is not new. Companies like Kickstarter or Indiegogo, even Xiaomi have looked for a way to capitalize on this model; However, now it comes from the hand of an electronic commerce giant that if it can boast of anything is its ability to anticipate the consumer.
At the end of 2019, Amazon announced its Day1 Editions projects, which were a series of innovations under test but were aimed at a short-term premiere for the company.
The difference with this new proposal is that what the brand would work based on what the consumer really needs or does not know what they want until the idea is presented. Once again it generates its own demand.
Without a doubt, it is a strategy that, although it can bet on innovation and the launch of new products, in reality has a much more focused background on marketing that could impact its entire structure.
And it is that the brand, with this proposal, could not only put products and services on the market with practically guaranteed success.
What would actually be gained would be a much more specific knowledge of the consumer, which could be landed in other business areas without practically anyone noticing.
It is about gaining an invaluable competitive advantage that you could strengthen from your online store, to your streaming entertainment services or your own product lines.