You've probably heard it. The Amazon rocket has refueled and is heading north with the first stop at our Swedish neighbors. A worthy competitor will soon meet the Swedish retailers, and the Danes should certainly not expect to go free. Most probably, the rapidly expanding chain will soon open its doors to the Danish market.
In the US alone, Amazon has gone from a 34% share of the retail e-commerce market in 2016 to 47% in 2020, and in 2021 it is expected that Amazon has taken over 50% of the market. In Amazon, the expansion is racing, and with that in mind, it will probably not be long before Amazon.dk is a reality.
Several Danes are already Amazon customers. Surveys from Retail Institute Scandinavia show that 70 percent of Danes know Amazon and 30 percent have already shopped at the successful chain. According to Retail Institute Scandinavia, it is primarily in the categories "books", "electronics", "things for the home," and "computer and video products" that Danes already shop at Amazon. The reason why Danes choose to shop at Amazon is primarily their large selection. It is estimated that the giant has over 310 million products in the range, which is almost impossible to keep up with.
While the idea of a new giant competitor may seem daunting, Amazon is certainly not impossible to compete with. It's about differentiating and exploiting Amazon's weaknesses (for them, they have, yes). We have put together 5 great tips on how to compete with Amazon.
Regardless of whether you sell products on- or offline, with Amazon's entry into Denmark, you get a new, major competitor. Your industry and the size of your business does not matter. Amazon sells everything.
While the idea of a new giant competitor may seem daunting, Amazon is certainly not impossible to compete with. It's about differentiating your business and exploiting Amazon's weaknesses (for them, they have, yes). We have listed 5 great tips on how to compete with Amazon.
1. Prioritize the customer experience
2. Use your brand and aim for niche markets
3. Don't compete on price
4. Focus on customer retention
5. Offer free and easy delivery
Without a seamless customer experience, it's hard to compete with Amazon, which undoubtedly must be a role model for creating a successful omnichannel strategy. To ensure your competitiveness, it is crucial that you, like Amazon, offer your customers a seamless, consistent, and personalized experience, no matter through which channel or device they interact with you. Read more about what omnichannel is and involves here.
In addition to being successful with omnichannel, Amazon has a robust mobile presence, which is incredibly valuable today. According to retail.dive.com, approx. 49% of all e-commerce purchases will take place via a smartphone in 2020. Therefore, it will be an excellent investment to expand the business with a mobile presence in the competition against Amazon.
Now, we've been a little bit about Amazon's strengths and how to best compete with them. Even more interesting, though, is to dive into the areas in which you can surpass the online mastodon. One of Amazon's weaknesses is its user interface - what you visually encounter when you shop at Amazon. The goal of selling more than 400 million products under the same digital roof has resulted in an outdated, cluttered, and overwhelming visual customer experience. With a focus on delivering a cleaner, simpler, and more manageable design, you can create a better customer experience than Amazon.
When it comes to providing customers with a large number of options, low prices, and free delivery 24/7, Amazon excels. Simultaneously, by guaranteeing secure payment options, easy regulatory options, and showing reviews from customers who do not have a hidden agenda, but want to help and advise fellow consumers, Amazon has built trust among its customers worldwide. Amazon thus takes the gold medal in both selection opportunities, price, and convenience.
How do you compete with that? Let's dive into Amazon's weaknesses once again. Amazon is the webshop that has it all. You can find everything from socks to parachute TV - the list is endless. However, Amazon has deliberately made it difficult for customers to distinguish between the different brands, and most products have been commercialized under Amazon's brand. This means that many of Amazon's products seem like they don't have a brand. With a unique brand, you can, therefore, create a competitive advantage over Amazon.
Amazon embraces a wide range but has no particular expertise in one area. With a brand that illustrates expertise, you can surpass Amazon. Aim for a niche market where you can gain a reputation as the most informed and go-to provider.
Focus on communicating your brand's expertise through product descriptions and content. That way, you can illustrate your authority and build consumer confidence. It will help you surpass Amazon. Amazon cannot compete with the expertise of a company in a particular niche. With consistent, high-quality content that illustrates your expertise, you can surpass Amazon. For example, the company Skandinavisk that sells scented candles, fragrances, and body care. On their webshop, unlike Amazon, they attach a story to each of their products, which illustrates their knowledge of the product and what work has been put into developing it. It gives the customer experience of, Skandinavisk as a credible and severe supplier.
Most likely, you will never experience the same economies of scale as Amazon. Therefore, it is not durable to start competing on price. Instead, you can offer your customers unique products that are difficult to find elsewhere. For example, exclusive products in limited numbers or products that are only available to customers who have logged in to your webshop. Other alternatives are pre-orders or a bonus on a purchase over a certain amount.
It is a good idea to create a loyalty club, where your most loyal customers will experience benefits in the form of reasonable offers, pre-access to products, etc. In addition to a "Prime membership" program, which customers pay for themselves to be a part of, Amazon has no loyalty program. Customers who shop more often or fill their basket with more items do not experience more benefits.
Many believe that the key to success lies in the ability to acquire new customers. This is partly true, but the focus on new customers must not take the focus from existing ones. Compared to new customers, existing customers spend more money. A customer who has purchased an item in your webshop is already familiar with your brand and your products, and it is therefore much easier to sell to them again, rather than someone who does not know who you are or what you can offer. Surveys show that you have up to 70 percent greater chance of selling to returning customers, while the chance is only 5% for new customers. Returning customers are 50 percent more likely to try new products and spend 31% more money than new customers.
Again, we want to strike a blow for the loyalty club. With a loyalty club, your customers get benefits that will strengthen their incentive to return to your business. As previously mentioned, Amazon has a loyalty club for "prime members", but it is up to the customer to pay. You can advantageously offer a free loyalty club to compete with Amazon. Tailor your loyalty program ambition to your resources and finances.
Today, the online shopper expects a fast, easy, and not least free delivery. Many studies show that convenience next to price is the most crucial factor for customers. To compete with Amazon, but also other e-commerce stores, you have to offer customers free delivery, the ability to track the delivery, and to be able to return their goods quickly - also for free. With free and easy delivery, you will not necessarily surpass Amazon, but it will be difficult for you to be competitive without offering your customers this.
Fiftytwo is a part of Bording Group.
Bording Group has over 400 employees, in 7 companies across the Danish, Swedish and Norwegian markets. We are all involved in marketing, technology and consulting in partnership with our customers.
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