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E-Commerce Strategies 246

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11 views10 pages

E-Commerce Strategies 246

Uploaded by

malak.bdr17
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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E-Commerce Strategies

Amazon -> Amazon Fresh


24 June 2024
Charley Reynolds, Malak Boudraa & Astrid Moris
/02

What is Amazon?
Amazon was founded by Jeff Bezos in 1994 as an online bookstore and
has since evolved into a global e-commerce powerhouse.
As of 2024, Amazon has a market value exceeding $1.5 trillion and
operates in numerous countries worldwide.
Amazon has 310 million customers worldwide.
/03

Marketing Concept-
Amazon Fresh
Amazon Fresh is a subsidiary of Amazon that was created in 2007, this
began as an invite-only grocery delivery service in Washington.
Amazon Fresh was initially a delivery service.
In 2020 the concept changed to a chain of physical, cashier-less
supermarkets.
/04

S W O T
Strengths Weaknesses Opportunities Threats

-> Wide Product Range -> High Competition -> Expansion to New Markets -> Regulatory Challenges
-> Integration with Amazon Ecosystem -> Perception of Quality -> Health and Wellness Trend -> Economic Downturn
-> Advanced Technology -> Dependency on delivery -> Tech-Driven Personalisation -> Supply Chain Disruptions
infrastructure
/05

Insight 1
The demand for health-conscious and organic food is on the
rise.

Insight 2
Consumers desire more personalized and efficient
shopping experiences.
/06

Smart Goal 1
Increase sales of organic and health-conscious
products by 25% within the next 12 months.

Smart Goal 2
Enhance customer satisfaction scores related to the
shopping experience by 20% within 6 months through
personalised recommendations and interactive tools.
/07
TARGET PERSONAS

Health-Conscious Hannah Tech- Savvy Tom

Age: 30-45 Age: 25-40


Demographics: Urban professional, Demographics: Tech enthusiast,
middle to upper-middle class, early adopter, values innovation and
prioritises health and wellness. personalised experiences.
Behaviour: Shops for organic and Behaviour: Frequently uses
healthy food options, values technology to enhance daily tasks,
convenience (doesn’t like waiting in and looks for personalised and
lines) due to a busy schedule. efficient solutions.
MARKETING STRATEGY 1 /08

Personalised Shopping Experience with AI-Driven Tools


Platform: Amazon App and Website
Implementation:
Interactive Meal Planning Tool: Develop an AI-powered tool that helps users plan meals based on dietary
preferences and available ingredients. Users can input their dietary goals, and the tool will recommend recipes,
create shopping lists, and suggest suitable products available on Amazon Fresh.
Personalised Health Product Recommendations: Use machine learning algorithms to analyse purchase history
and browsing behaviour to recommend health-conscious products tailored to individual preferences.

Means of Communications
In-App Messaging: Real-time notifications in the e-commerce platforms such as Amazon app and Alexa about
new health products and relevant personalised product suggestions while shopping.

Added Value:
Enhanced User Engagement: Interactive tools foster a deeper connection with the brand.
Increased Conversion Rates: Personalized recommendations can lead to higher purchase rates.

Kotler’s Phase: Evaluating Alternatives – The strategy helps customers compare and choose products that fit
their personal needs.
MARKETING STRATEGY 2 /09

Virtual Nutritionist Consultations


Platform: Amazon Fresh App and Alexa
Implementation:
Virtual Consultations via Alexa: Integrate a feature where users can have live consultations with nutritionists
through Alexa. Customers can ask about dietary advice, product recommendations, and meal planning tips.
AI Chatbot for Quick Queries: Implement a chatbot on the Amazon Fresh app that answers questions about
nutrition and product ingredients.

Means of Communication:
Alexa Announcements: Promote the virtual consultation feature through Alexa devices.
Social Media Campaigns: Use social media to demonstrate the benefits and convenience of virtual
nutritionist consultations.

Added Value:
Trust and Credibility: Access to professional advice enhances trust in Amazon Fresh's commitment to health.
Differentiation: Sets Amazon Fresh apart from competitors with a unique, value-added service.

Kotler’s Phase: Purchase Decision – Assists consumers in making informed purchasing decisions based on
expert advice.
/10
SOCIAL MEDIA PLATFORMS FOR
CROSS MARKETING

Instagram Facebook YouTube TikTok

By integrating these strategies across relevant platforms, Amazon Fresh can


enhance customer experience, drive sales, and establish a stronger presence
in the online grocery market.

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