Amazon strives to set themselves apart from their competitors on a regular basis by constantly updating and improving their platform in order to keep their consumers happy. Amazon focuses very heavily on the satisfaction of their customers and are always thinking of new ways to enhance the customer experience because in the end, that’s all that matters. Jeff Bezos is an out of the box thinker and he and his team are always inventing new strategies and coming up with ideas that no other company has thought thus far. For example, they recently launched “Amazon Go” which is a unique and innovative store that requires no check out, customers can just walk in and the Amazon Go app charges them for what they walk out with. Bezos is always thinking about the customer first and it motivates him to constantly invent and improve his company. Technology has played a huge role in Amazons success as a company and it is deeply embedded into everything they do currently. Technology has given Amazon a huge competitive advantage over other online retailers as well as physical stores. Online shopping is extremely popular currently and Bezos knows that convenience is a very important factor for consumers when they are deciding on where to shop, so he has used technology and machine learning to make the consumer experience as easy and stress free as possible. Amazon started off selling books and now sells almost everything you can imagine online which makes it hard for competitors to compete with them.
After doing a little outside research, I found that Jeff Bezos spent a lot of time and energy on developing a culture of metrics that would differ from other companies and set them apart. There are a few key things that Bezos focuses on while running his wildly successful company. The first one being to focus heavily on the customer, this is a key metric because it allows Amazon to track their performance and make any changes they may need to make for the future. The second one is that Bezos lets his team of employees debate on new ideas and figures that a good idea will eventually come out of it. The third one is to use metrics to figure out what turns the customer off and fix it to improve the overall customer experience. The last one is to take risks, Bezos constantly analyzes all of the data and the metrics give him the confidence to try new ideas and innovate which is what has given them the competitive edge over other companies.
Amazon uses digital marketing to actively communicate with their customers in an efficient manner in order to attract new customers and to keep their current customers content. They came up with their own digital marketing strategy and called it the RACE marketing planning framework. RACE stands for Reach, Act, Convert, and Engage. Amazon reaches their target market by using SEO and keywords. They act by running tests and constantly learn about their customers to ensure that they are satisfying the customers. They convert the customer by personalizing the experience to them along with listening to the feedback the customers give them to improve their experience. Amazon uses the first three steps to finally engage the customer. All of these steps are used to show the customer that Amazon really cares about their customers and the experience they provide for them, which is a main reason why Amazon has thrived and succeeded as much as they have over the years.