Reply to two discussion assignments, each at least 250 words each. Each reply must incorporate at least one scholarly citation. Any sources cited must have been published within the last five years.
Discussion posts for reply listed below.
DISCUSSION POST 1 (from Anna):
Amazons marketing strategies elevate their company above other online retailers and traditional department store retailers. One of these strategies is Amazon Prime which includes two-day shipping. This provides the customer with quick shipments at no additional cost, to the location of their choice. This customer-centric approach is echoed through other strategies such as 1 click purchasing which simplifies ordering and saves the customers time. Another method amazon uses, that has gained popularity on other sites as well, is recommended products. Amazon will recommend products based on the customers viewing and purchase history. This helps the customer save their time sorting through products and it benefits Amazon as it is always putting products in front of the consumer (Kerin, 2004, pp.350-351).
Online merchants offer advantages to customers primarily in the sense of convenience. Ordering can be done from wherever and whenever. Also, it provides the customer the ability to compare prices to other retailers to find the best deal. Finally, online retailers like Amazon put all shopping needs in one place. Instead of having to go to many different stores to find your products, they are conveniently on one platform (Kerin, 2004, pp.350-351). However, there are also advantages to traditional department stores, such as more engagement with the product to inspect things such as quality. Also, another benefit is you get your product immediately. There is no waiting for delivery or shipping fees.
Although online retail has grown significantly, traditional retail stores are stepping up their game in response. One way is price matching online items. This way they provide a lower price and no shipping. Another, and one of the most successful marketing methods, is embracing the online option as a tool. This practically looks like combining the two, such as in-person returns for online orders, or in-store pickup for online options, etc. A third marketing option, as Michael Ellis puts it, is pouring into the ceremony of shopping. This looks like making the shopping experience more than just getting products. This deals with making a pleasant social experience in stores. This also takes the form of remodeling and vamping up features such as food courts, decor, and customer service (Ellis, 2018).
Furthermore, an even playing field can be established by playing on the strength of each sector, online and in-person. For example, in-person retailers can put emphasis on the social component of in-person shopping. Where online retailers can play to their strengths of being practical and quick. Yet, the most beneficial method for online and in-personal retailers is to work together. As mentioned above, using online features can be beneficial to in-person retailers (Crudo, 2018). Additionally, this goes the other way as well. For example, Amazon has select stores where their orders can be returned, such as Kohls. This saves the customer shipping which makes them happy with Amazon. Additionally, it gets customers into the in-person store where they will be more likely to purchase something
The reason online retail has grown so significantly is due to technological advancement. Back to Amazon specifically, one way they have been able to stay on top is their consistent innovation and technological involvement. For example, in several cities, they have begun Amazon Fresh which is a same-day grocery delivery service. They also are developing a drone service that would be able to deliver packages within 30 minutes. This would be particularly helpful in cities where there are many people located in a small radius. (Kerin, 2004, pp.350-351).
Proverbs 15:22 says, Plans fail for the lack of counsel, but with many advisers, they succeed. This verse provides practical advice for all areas of life. Consulting with others, especially those who have already done what you are doing, is very wise. This is especially true in business, where decisions have the potential to affect many resources and even peoples lives. The higher the stakes, the more other advice is needed. This also shows how important it is for people to work in community. Many minds working together can yield a better result than a one-man show.
Amazons marketing strategies are heavily impacting conventional retail stores. They advertiseeverywhere. On top of that, everywhere uses amazon for storing purposes or help shipping product. Whether people wanted to know Amazon and its mission or not, they do. It is easy, convenient, and efficient.
Online shopping is easy. The advent of the Internet as a shopping medium has enabled shoppers to gain shopping benefits such as convenience and time-saving, better information, and price savings. This paper aims to provide a better understanding of the benefits of Internet shopping by identifying and discussing the advantages of Internet shopping over traditional storefront shopping. (Chang 3).
The biggest appeal to everyone, you do not have to go anywhere. There is almost always a larger inventory or pool to search and pick and from. The prices are normally cheaper or better than in person shopping due to discounts codes and promotions offered for signing up. Customers often evaluate products at brick-and-mortar stores to identify their best-fit product but buy it for a lower price at a competing online retailer (Mehra 1). Detailed information about the product is listed and reviews to go off of peoples experience. Lastly, the advantage of being able to compare products from all different places.
In person shopping does have it perks and bonuses as well. You are able to try on products and see for yourself whether it is quality enough for your personal liking. There may be in-store promotions offered to get you in the door. There is a level of instant gratification when shopping and purchasing products for yourself. Retail therapy is real and satisfying to many people. It is an experience, something to do, and a reason to leave the house. Nowadays, people appreciate having places to go and be able to leave their home a lot more than in the past due to the pandemic. Another big plus to in person shopping is socialization, seeing people, supporting business owners, and helping the community.
A lot of brick and mortar stores try to offer the best of both worlds. They offer the digital experiences along with in person shopping. You are able to go into the store, pick something out, try it on, and leave satisfied. The stores offer email sign ups and promotions. Lastly, if the store does not have something you wanted, the digital option is there to order it to the store or to your home. It is still easy, efficient, and an experience.
I personally believe an even playing field is doable for online and in-person stores. Anything that is offered online, is also offered in person. I think a big difference is whether the in-person businesses are willing to open up to the digital experience as well and offer every shopping option. Then technically, you are offering more than just a strict online business. I personally shop online, order to the store closest to me, and then go pick it up to make sure it is ok. I also gain the experience aspect and something to do out of it without doing the entire process.
Amazon is using technology to all of its advantages to grow and adapt. One big innovative idea Amazon uses is computers scanning the entirety of the warehouse to analyze space. When packages or shipment comes in, they are able to know where and how to store everything. They find an empty space and store everything taking up the least amount of space possible. It is effective and helps store more than twice as much product as they did when they originally started. They use technology and photography throughout the entire packing and warehouse production. Scales and images help determine the packers choice of boxes and what they are putting the product into. The pictures being taken help confirm the shipping label and the information from sender to buyer is accurate. From there these packages are monitored and separated into different groups all throughout the warehouse according to the region or zip code. This helps efficiency and speed for delivery.
Amazon also plans to use drones for prime air. It can work up to a ten-mile radius from the Amazon warehouse it is coming from. This will allow deliveries to be as fast as half an hour estimated time. This is a greener option than cars or planes. It is appealing due to the speed it can offer for delivery. Bezos did state it will be more useful for densely populated cities and urban areas. Another thing to keep in mind is it will only be able to deliver up to 86% of the current inventory.
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