In the recent past, companies have turned to e-commerce to gain a competitive advantage over their competitors. The emergence of new technology has led businesses to open online stores which are convenient to both the clients and the companies. Many e-commerce companies have resulted to the personalization of their websites to suit their client’s individual needs (Rao, 2013). This measure has resulted to the businesses making significantly larger profits than the companies who do not have personalized sites for their online stores. The personalization of these sites has made the companies maintain a healthy relationship with their clients and this has led to the growth of their online business. One of the sites that offer personalized experience to its clients is the Amazon, which is a globally-available e-commerce company.
Amazon is one of the leading online stores that have gained their popularity due to the personalized features that their customers get to enjoy. Many upcoming e-commerce companies are trying to compete with Amazon as it has taken over the online business. Amazon online store has resulted to personalization as a key marketing strategy with regards to profiteering and customer retention (Rao, 2013). One of the ways that Amazon has personalized its website is by allowing the customer to sign up an account which allows them easier access to the site in future. Once the customer has an account with Amazon, the site makes recommendations about the available products when the customer visits the sites in future. This has made Amazon the most profitable online store because customers will want to come back and experience the personalized shopping experience.
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Amazon has developed the feature of recommendations to its site to improve the customer’s shopping experience. Amazon has gone an extra mile to send recommendations about the available products and services to the customer’s personal emails. This has made the clients have a close relationship with the e- commerce and has increased the profits of the company. This feature makes the clients aware about the products available which they could not have known if the website had not recommended to them. In return, Amazon has reaped huge profits unlike its competitors who are still lagging behind in this personalized marketing strategy. The Amazon has also personalized the customer’s shopping experience by creating a portal for clients to provide any feedback or complains about the site. When a client’s wants to pass a message to Amazon, they use the feedback feature and later Amazon responds to their complaints. This is one of the personalized features in the Amazon site that has made it the most profitable e-commerce company.
Amazon has improved how it interacts with their customers which in turn, has made their customer relationship very interactive. For example, when a client has any complain about a product or service she must have earlier on purchased from the site, they can easily convey their message of dissatisfaction via the feedback portal. This improves the trust that the clients have whilst dealing with Amazon and are therefore, likely to make more purchases from the firm in the future. This in turn improves the e-commerce profits and their competitive advantage. With its extensive branches worldwide, Amazon personalizes a customer’s experience by identifying their location and referring them to a store that iss close to their location. This makes the client feel that the company values them and that their needs are taken into consideration. By identifying the client’s location, Amazon improves the customer’s trust and relationship which improves the company’s profits.
E- Commerce personalization as a marketing strategy continues to be adopted by many companies so as to improve their profitability and their competitive advantage. Amazon is known as the world’s leading e- commerce store because of its unique personalized features which give its client the best shopping experience (Rao, 2013). Other online stores are slowly catching up with Amazon but will still, have to put more effort towards wrestling market leadership from it. Amazon offers its clients the ability to open an account with them which will help the client easily access the website when they visit it later. This ensures that the site will use the customer’s name the next time they visit the site. This improves the company’s profits because the customer will want to come back and shop in the site. Amazon also makes recommendations about the available products and services which alerts the customers about the products available for purchase.
Reference
Rao, L. (2013). How Amazon Is Tackling Personalization And Curation For Sellers On Its Marketplace. The Crunch . Retrieved from https://techcrunch.com/2013/08/31/howamazon-is-tackling personalization-and-curation-for-sellers-on-its-marketplace/
