By a show of virtual hands, who has shopped on Amazon in the past week? That’s what I figured and the leader in ecommerce is our focus in the latest “Loyalty to Brands”. Founded in 1994 as an online bookstore, Amazon has become much, much more over the years. There isn’t much out there for sale that you can’t get on Amazon. Founder and CEO Jeff Bezos continues to run the show at the Seattle-based giant, finding new and exciting ways to expand Amazon’s portfolio.
So what has driven my brand loyalty to Amazon? While price is an added benefit, it is not my number one driver. The convenience of shopping on Amazon drives my loyalty. Specifically, Amazon Prime has made my life so much easier. It is, beyond the shadow of a doubt, the best $99 I spend every year. With two day shipping on the majority of purchases, I know that I’m getting what I want/need in a timely manner. If said item doesn’t meet my needs, returns and exchanges cause virtually no pain or anguish. Over the past five years or so, I would estimate that at least 80% of my holiday shopping is done on Amazon. In just November and December, the Amazon Prime subscription fee pays for itself. Tech gifts, clothes, K-cups, and on and on, the list continues to grow each and every year. [Read more…]