Prime Day, Prime Day! Amazon’s first Prime Day in 2015 was a financial success for the on line retail giant. Sales were 18% higher than the previous Black Friday.
Based on social media response, however, for many, Amazon’s 2015 Prime Day was an underwhelming experience. There were some very good deals, but they sold out quickly. And many were disappointed at the selection of product available.
But it was still the highest revenue producing day for the company.
How? And what does it mean to you?
Management and marketers at Amazon understand human nature. They know:
- Create a hubbub about something and you create curiosity. In 2015 Prime members (and others) logged in to see what Prime Day was about. This year it was to see if it was better or worse than last year.
- No one wants to let a good bargain go by. Especially if it’s as simple as logging into your computer or clicking on an app to see what is available.
- Tribe mentality. We all want to belong. With social media, we all want to have a say in the latest event. We can’t do that unless we are there … or are experiencing the new psychological phenomenon – fear of missing out (FOMO).
Did You Get the Invite?
Think of a celebrity wedding. There are those who attend who could care less about the couple – but they are curious to see what will go on, they want their ‘status’ to be known, and they want to be where all “the in” people are.
Our wedding attendee shows up expecting filet mignon and champagne. Instead chicken fingers and warm, canned beer are served.
They may grumble about the quality of food and drink – but they are HERE at this much touted event, so they will eat, drink and be merry!
Same with Prime Day.
A member logs in and finds there may not be a discount on that big ticket item they were hoping to buy – but look – I can get Bluetooth headphones for $16 or designer watches at huge discounts. And hey, look at that Kindle Fire for $33! An older version – but only $33!
Management knows, once they have them hooked on being part of the “experience’ and the customer is ‘in the store’ for the event, they are hooked to buy!
Creating a Unique Experience for Your Customer
This isn’t to suggest that you deliver a less than stellar experience for your customer.
No… not at all.
But you should create AN EXPERIENCE for your customer.
One that is memorable.
One that speaks to their deepest need for your product or service.
One that will have them talking about you for days, weeks and years to come.
Bring your marketing staff together and ask:
- What makes our customer curious? What don’t they know about us that would intrigue them?
- Why does our client open their wallet? What is it that satisfies their emotional need?
- Who is the ‘tribe’ for our business? And where do we connect with them?
You don’t need to follow the crowd to know what your customer wants. You just need to listen to your customer and create an experience unique to them that will bring them back again and again.
Have you created a unique customer experience for your clients? Please tell us about it in the comments below!