– Provide a personalized and unique in-store/post-sale experience
– Align prices with online (merchants, comparators, e-commerce sites such as Amazon, Monclick, Alibaba and Trovaprezzi).
Showroom Effect
I looked at the US market over time the cambodia telegram phone number list of the search volume of the 2 top American offline retailers Walmart and Target, comparing it with the online merchant Amazon from 2004 to today (see image below): it clearly emerges that Amazon has "put the arrow" of overtaking since the end of 2013 and also this Christmas the online merchant will be more searched than the physical ones and will probably achieve record results.
In the US, Amazon is often associated with the showroom effect, the practice of examining goods in a retail store and then purchasing them online at a lower price.
Thanks to its dynamic pricing policies , lower prices and PRIME deliveries included in the price, Bezos' company becomes a direct competitor of every single store that sells the same products.
In Europe this phenomenon is still maturing, but with the increase in Amazon PRIME customers and the widespread use of smartphone apps that compare prices, it becomes unsustainable to expect consumers to pay more at the point of sale just because the traditional distribution chain is less efficient than the digital one.
For years, retail has lived off its inefficiency by offloading it onto the consumer who had no choice: today, if price matters in the purchasing decision, the first competitor of every point of sale is the Amazon App that the customer can also open directly in the point of sale after identifying the product they want to buy. If you are interested in the Amazon topic, read the review of the book Sell Everything.
