E-commerce is more competitive than ever before, and in order to sell products through a system, it is important to find good products, set good prices and deliver them to the end user without any problems, as well as to establish an effective communication mechanism with customers.
Amazon, one of the leaders in online retailing, is a giant that has come to a good place in terms of communication strategy and sets the standards to be followed or at best inspires other initiatives.
While every company in e-commerce is trying to attract the attention of the consumer, giants who manage large advertising budgets have also entered the business. However, Amazon is among those who have managed to be on the winning side constantly. When you investigate the reason for this, you should not overlook that the most basic and important thing you come across is a strategic communication approach.
Making shopping “easy” for the consumer
It should be mentioned that Amazon’s communication is entirely focused on the customer.
No matter which channel or target audience it is aimed at, you will see that Amazon’s messages are clear, concise and focused on the benefits it provides, not the product itself.
Everything from product promotions to the approach to possible problems with the product, to clear and explanatory shipping information reinforces Amazon’s idea of making shopping easier for the consumer and reaching a solution.
The goal of every stakeholder in e-commerce is to sell the product as soon as possible and convert the price of the product into cash or a digital asset equivalent to cash. Thus, the tongue used in advertisements given on various advertising networks, especially in campaigns prepared for social media, is mostly about hurrying, acting hastily, encouraging the consumer to buy the products immediately, and making our products an object of desire for consumers by shipping them quickly.
However, in Amazon’s communication and marketing strategy, we mostly see a calmer approach instead of the aggressive marketing language used by other e-commerce platforms and promotions that look bright on one side but don’t really mean much in reality.
Amazon’s communication seems professional, reliable and always moves forward with an approach that focuses on the customer. Perhaps one of the most important reasons why people prefer this platform is this calmness.
Yes, you will see promotions, discounts and campaigns here too, but marketing activities are not in front of the actual product; they are with the product or in harmony with the product.
The basic elements of a customer-focused communication strategy
Amazon is a value-oriented platform that offers a solution for shopping needs, is easy to use and offers competitive prices.
The clarity that Amazon offers in the processes from examining the products on the platform to receiving the product is important. One of the most important criteria for building trust on the customer side is transparency. Today, many e-commerce platforms still do not offer a collaboration that allows tracking the product they ship.
It is necessary to say that Amazon is quite successful in processing and using personal data. It capability offers suitable opportunities for individual needs by personalizing products using customer data and offering the right relevant product suggestions during shopping or just while browsing.
It is important to talk about a multi-channel communication language that works smoothly beyond offering products, personalizing the shopping experience or offering the right products to the end consumer. The form of communication that Amazon maintains is consistent across all touchpoints, from the website to the mobile application and even social media channels.
Old luxuries have now become necessities.
When you look around, you hear stories of people who have had bad and negative experiences using online channels, and you may be one of them.
I am aware that competition is fierce, and as marketing communicators, we are constantly developing new marketing actions to stand out from the crowd. However, I think it would not be wrong to say that what wins in e-commerce is being clear and effective.
Clarity has never been a luxury in e-commerce, as it is in physical commerce. While you present a product online and expect people to buy it, since you do not have direct physical contact with people, one-on-one or face-to-face, it is inevitable that some ambiguities will occur in this form of product sales.
Thus customer relationship management emerged in e-commerce sites. Even if you do not physically meet with the customer and do not talk face-to-face, you have started to exist in every channel where the customer is.
I am not saying that you should take and use the strategies developed by large-scale brands like Amazon as they are; the whole process is a job in itself, so good planning is required from budget to human resources. But start by examining the work done, even experimenting, scaling, adapting, imitating if necessary, and building trust for your own brand, improving customer experience and increasing sales.
I know it's not easy, but it's necessary to start somewhere.
Images are created by Imagen3.
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