Customer Experience & Negotiation: An Amazon Case Study Analysis

This case study provides an in-depth analysis of Amazon's customer experience, brand strategy, and customer-centric approach. It explores Amazon's mission, vision, and corporate culture, highlighting its pioneering role in customer experience. The study examines how Amazon established itself as a customer-centric company, the role of employees in generating customer experience, and the customer journey. It also emphasizes the importance of technology in staying ahead of customer needs and requirements. The analysis incorporates the use of organic search engines, clear product descriptions, swift home delivery, easy product returns, and personalized recommendations to accelerate sales growth. The study further explores the importance of understanding customer preferences and choices through search engine marketing and technological advancements. It also suggests strategies for traditional retail stores to improve customer experience, such as creating a database of books by genre and fostering customer feedback.

Running head: AMAZON MARKETING ANALYSIS
Amazon Marketing Analysis
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AMAZON MARKETING ANALYSIS
1. Amazon has established itself as the largest online retailer operating at a global level
and has steadied itself financially to sell its own brands like Kindle and media
adapter. Amazon has the mission of offering the most assorted list of items to its
customers and therefore to possess the biggest range of selection on Earth (Li et al.).
As its branding strategy Amazon has adopted swifter mode of communication with
customers helping them to engage themselves in the buying decisions, for instance by
writing reviews on several products including Amazon’s own products. Consequently
this has enhanced customers’ reliance on the brand and around 90% of shoppers today
trust Amazon with the purchase of any product (Li et al.). The corporate culture at
Amazon is an interesting subject to study since it maintains a high level of flexibility
and therefore constantly mending the flaws in order to embrace diversity and foster
customer dependency on the brand as its vision. Amazon is hugely customer-oriented
and this is aligned with the corporate culture of Amazon to attain better results
(Clemons et al.).
2. It is because Amazon has technologically advanced itself to cater to a variety of
customer choices and requirements (Clemons et al.). This has ranged from apparel to
grocery shopping and free streaming providing the shopper with a seamless shopping
experience. Amazon currently operates in 10 countries spanning the world serving
diverse choices of 200 million customers worldwide. Amazon is a platform for both
buyers and sellers providing an improved interface for a smooth interaction between
them (Clemons et al.).
3. Amazon had their goal of becoming the best customer-oriented retail store in the
world and has achieved it by allowing the room for customer criticism, data driven
recommendation which has increased 29% of sales(Smith et al.). They have made

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customer the sole object of concern more than the rival competitors and this has
helped them to become synonymous with customer-oriented service.
4. The employees are responsible for conducting a demographic based research on what
the customers want and what are their motivations behind buying a product. The
employers at Amazon are responsible for creating a strong customer networking
through mailing promotion and discounts and thereby creating emotional connection
with customers (Li et al.)
5. The customer journey started with the introduction of organic search engine where
Amazon search results in Google that posts a link directly with the product. The
customers are equipped with clear product description, Amazon has made home
delivery swifter, made product return easier in an era when no other rival competitors
were willing to and creating personalized recommendation for the users accelerating
the sales growth (Smith et al.)
6. Amazon will lose half of its customers if they fail to keep a track on their preferences
and choices via technologies. This is primarily done via search engine marketing
which requires a degree of technical advancement. Amazon will need to keep abreast
of customer buying choices and need pattern with technology (Smith et al.).
Part 2
I. I buy books from a retail store and I think it should offer a database which would
allow for a better listing of books according to their genres like Amazon has done.
II. Yes, I can.
III. The customers should be treated as individuals. Customers should be enquired of
their favorite genres and how would you prefer the books to be arranged for better
buying choices and access to new additions.

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IV. One approach would be to craft a space for customer feedback in order to foster
customer client relationship.

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Reference List:
Clemons, Eric K., et al. "Global differences in online shopping behavior: Understanding
factors leading to trust." Journal of Management Information Systems 33.4 (2016): 1117-
1148. Print.
Koo, Wanmo, and Hyejune Park. "Critical Atmospheric Cues in Designing Online Stores:
The Case of Amazon. com." International Journal of Marketing Studies 9.1 (2017): 37. Print
Li, Zequn, Honglei Li, and Ling Shao. "Improving Online Customer Shopping Experience
with Computer Vision and Machine Learning Methods." International Conference on HCI in
Business, Government and Organizations. Springer, Cham, 2016.
https://link.springer.com/chapter/10.1007/978-3-319-39396-4_39
Smith, Alan D., William T. Rupp, and O. Felix Offodile. "Amazon. com, Inc.: Retailing
Giant to High-Tech Player?." (2017).
https://digitalcommons.kennesaw.edu/cgi/viewcontent.cgi?referer=https://
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