Does e-commerce hurt you?
Amazon, swank and marshmallows - does the change in retail hurt?
The E-Commerce Connect Conference and the Swiss E-Commerce Award ceremony were history for a few weeks. The summer is at least in terms of temperature from its friendly side and Switzerland has a digital manifesto.
Is everything okay then?
Or isn't the change in retail causing pain for many of those involved? André Morys, founder and Chief Entertainment Officer of WebArts, got to the bottom of this question in his keynote.
For readers in a hurry, here is the answer in three words:
Yes, and how!
(And by no means only with the retailers themselves. The online customers - spoiled by Booking.com, Amazon and others who are pushing the subject of customer experience into ever higher spheres - must also suffer.)
For everyone else with a little more time and leisure, we would like to discuss the capricious elaborations of the Conversion Pope in more detail.
The mirror that Morys holds in front of the assembled digital princess in the hall is not a really nice sight. The innovation theater practiced in many places - “We'll do something first (insert a tech buzzword of your choice here)” - still too often prevents companies from doing what is actually necessary.
How to grow like Amazon?
The speaker took up this question, which was often discussed during the breaks on May 31, 2017, at a very early stage in his lecture and compared the topic to teenage sex. Everyone talks about it, nobody really knows how it should work. Experiments - not 1-2 but 2000, Morys announces a possible recipe (not aimed at teenagers, but the online community!). Jeff Bezos, CEO of Amazon, sees this as the key to growth because it keeps the organization's focus 100% on the customer experience.
When you're dead, it becomes someone else's problem.
It is the same when ‘one’ is stupid. Because the person concerned (or institutions affected by it such as employer or customer) usually does not notice anything of this unflattering attribute attached to them. Or then much too late - transferred to the current situation in retail, usually only when the company is (almost) dead. Before this tragic fate, even (once) big names are not filed, as Morys explains using the example of the computer manufacturer Dell. Their online user journey contains so many hurdles and conversion killers that it takes a lot of suffering or pain to order a notebook there, for example. The reward-focused journeys on Booking.com and Amazon are completely different. “Congratulations! You found the best price. " (for Genius or Prime customers), “Buy now with 1-Click and XY will be with you the day after tomorrow!”, “No risk - free right of return or cancellation” are somehow actually nicer than struggling through the terms and conditions page by page like at Dell. Waiting is pain - this was proven by the Marshmallow Experiment (Google it!), Years before the Internet.
Did André Morys leave his Macbook on stage because of the Dell bashing? One does not know. But there is one thing we know for sure - his recorded keynote is made for drawing inspiration and concrete recommendations for action on a mild summer evening before everyday life catches us again after the end of the holiday.
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