“You never let a serious crisis go to waste.” – Rahm Emanuel
During chaotic times like these, the world seems to tumble apart, and holes appear in the economic infrastructure we take for granted. These holes represent opportunities, and one potentially big one is Amazon’s inability to be all things to all people at this particular moment in time.
Yotpo.com, eCommerce marketing platform, conducted a survey with consumers about their current shopping experience with Amazon. A summary of the findings written by Yotpo Senior Director of Marketing Communication, Cristina Dinozo, is entitled “D2C brands have a unique opportunity to build community and cultivate lasting relationships.” Ms. Dinozo reports:
Our recent consumer survey revealed that 65% of shoppers using Amazon said they couldn’t get everything (32.75%) or anything (32.25%) they really needed from the retailer. Moreover, if an item is out of stock, 40.55% of consumers will turn to a less familiar brand to find the product they need. For D2C brands, this is a critical time to focus on customer acquisition and retention.
She goes on to tell us that “43.2% of respondents plan to do more of their shopping online, but 31.7% are shifting to completely buying online rather than shopping in physical stores.”
At a time when companies are cutting back on their spending across the board, it may be time to actually up the investment in online advertising and promotion. Moments like these don’t come often, so as Chicago Mayor Rahm Emanuel once said: “You never let a serious crisis go to waste. And what I mean by that it’s an opportunity to do things you think you could not do before.”