My husband doesn’t know it, but there are three people in our relationship these days – and it’s not our new arrival who is making up the numbers. Unfortunately this third party is pretty hard to resist – they know exactly what I like, answer my every demand at the drop of a hat, are available 24/7, always surprise me with new things and embrace me without my make up. Luckily for my other half they can’t soothe an unsettled baby so I can get an extra hour’s sleep or furnish me with adult conversation after 10 hours of only cooing and gurgling for a response. Amazon is good, but not yet that good.
Indeed, since the impending birth of my daughter, my love affair with Amazon has found new depths and is a relationship that still feels fresh and new despite their twenty years in the market. From a garage operation selling books to a worldwide mega brand boasting over 200 million active customers, Amazon feels like an omnipotent power which has become a part of almost every shopper’s life, whether they live in John O’Groats or Johannesburg.
Reflecting on my own experiences of new motherhood and its retail challenges, it’s easy to see why they are perhaps as close to the perfect retail partner that we can get at the moment.
Before my daughter’s birth I resisted buying many ‘essentials’ after hearing so many reports from seasoned pros that they would just sit gathering dust, however there were a few things that consensus deemed useful. One session on amazon.co.uk and they were added to basket, checked out and, thanks to Amazon Prime, at my door the next day. Compare that to the prospect of walking – or perhaps waddling – around stores in the wet and dismal weather we had this ‘spring’, or even visiting multiple online retailers to pick up a few items. No contest.
Inevitably there were a few somewhat vital child-rearing items that got missed, but thanks to Amazon even these products could be acquired with minimal stress and plenty of reassurance, something which is rather important to a sleep deprived and somewhat anxious shopper. I didn’t know what the ‘best’ was – but I also didn’t have to, as I had hundreds of reviews to tell me, all presented in an easy-to-digest and navigate manner, which, trust me, works for the new mum online at 3am, baby in one hand, smartphone in the other. Of course other retailers include ratings and feedbackeviews, but without the numbers they are somewhat insignificant. Mothercare will give me three reviews for the Medula Swing Essentials Pack, Amazon will give me three hundred.
But it hasn’t just been access to the baby department that has allowed Amazon to court my affection; the brand has come to my rescue for more grown up items too. With no wrapping paper, card, present or even ideaAs panic was beginning to rise rose two days out from my husband’s birthday. Thanks to recommended items based on previous purchased though I was able to find the perfect gift in the form of specific specialist Japanese cookery book and have it at my door next day – something that would be nigh on impossible to discover on a physical bookshop trail with an albeit very cute, but quite demanding newborn. Amazon got me out of jail and earned me wife points by facilitating a thoughtful gift – my husband doesn’t need to know that thought didn’t come from me and only lasted a few minutes and a couple of clicks. I did at least wrap it myself.
Not everyone shares my adoration. Despite such a depth of offer and standard of service, the world’s most powerful internet retailer is frequently painted in a less than positive light. In so many instances they are taking out the competition, squeezing prices, cutting margins and offering deals that you just can’t get anywhere else. I know, I’m ordering them. They’re killing it and in the process leaving retailers large and small in their wake.
But as a shopper who has recently been faced with more acute ‘needs’ and less ability to navigate physical stores than usual, ; one that has felt less able to make the ‘right’ decision on choices and one who has been, shall we say, somewhat more ‘highly strung’ or even ‘difficult’ on occasion recently I can’t say it was purely the financials that lead me to amazon.co.uk
Indeed it’s far too simplistic to categorize Amazon’s power as being solely to do with monetary commercial muscle. Categorize their unfair competitive advantage as a real embracement of an ethos and we might be a bit closer.
It’s no secret that Amazon’s founder Jeff Bezos is, and has always been, obsessed with delivering flawless customer service; the company’s mission statement expresses a desire to be ‘earth’s most customer- centric company’. So whilst the number of SKUs offered, the technology utilised and delivery options have evolved, Amazon’s reason for being has always been anchored to a solid and timeless foundation. Compare this to M&S’s vision to be ‘the standard against all other are measured’ and it starts to make sense which company is reaping the rewards from satisfying the demands of an empowered consumer in an ever-changing digital world. In fact, it’s because they are more than satisfying those needs that Amazon is charging ahead.
As it is, my affair is likely to continue. Yes, I have now mastered taking the buggy around retail stores, got a little sleep so as to again feel competent at making decisions and actually felt been feel inclined to attempt a day time retail outing in the real world complete with mascara, but the convenience, consideration and capacity to always be on call means that Amazon and I have a meaningful connection that’s unlikely to be broken for some time. Because anyone who has seen you at your worst and still been there for you, really does deserve a place in your heart.