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Home delivery is becoming a retail utility. As we gobble up planetary resources and spit out carbon particulates, smart people are going to realize that multiple deliveries each day make no sense.
The US Postal Service, may pass the UPS truck, who drives by the FedEx van to your front door. The Pea Pod man may be in the driveway while this happens, tipping his hat the newspaper delivery lady, parked in front of Blue Apron meal service. And don’t get me started on the pizza kid.
I see a future where a smart companies like Amazon or Uber or TBD recognize the logistics opportunity of collapsing these deliveries into one. When we to do a better job of consolidating deliveries, we might take 10% of the traffic off our highways.
44% of US homes subscribe to Amazon Prime receiving free shipping. But these are likely individual delivery shipments. Gas. Carbons.
Where the utility idea comes into play is, perhaps, at the post office. All inbound products are amassed somewhere for a one-time a day drop off. Let’s put some energy into this idea. It’s a planetary problem.
Tags: amazon, Amazon Prime, blue apron, Delivery services, fedex, pea pod, uber, ups, US Postal Service, whats the idea, whatstheidea
Two titans of retail are facing off and it’s going to be wild. Walmart and Amazon. Amazon and Walmart. There will be only winners: the businesses and the custies. Amazon continues to kill it in online retail. So much so, in fact, that they’re looking into some brick and mortar places to make product access near-instantaneous. Walmart is beginning to get that 800 lb. monkey off its back (low price, low-esteem, box store with bad vegetables), by ramping up its online offering. It quintupled online SKUs in one year thanks to purchases like Jet.com and others.
The real war zone, when it comes to customer marketing, will be brand-side. Amazon has an amazing brand that is maturing. An overdog I like to call it. Walmart in a heart brand that many people view as high-traffic but low-value. Don’t get me wrong, the retail product has value, but the brand is a little lacking in the amygdala, as brand expert Megan Kent might say.
Both brands have the money and leadership to innovate. Both have the dough to execute. Now it will be up to the brand leaders to create some excitement. Walmart faces more of an uphill challenge. One any brand strategist would love to tackle. But we all know what happened to the overdogs.
Tags: ali frazier of branding, amazon, jet.com, megan kent, overdog over dog, two titans of retail, walmart, whats the idea, whatstheidea
If you are a CEO in the mall business or major retailer, you had better quit your day job (as you know it) and start making some serious plans. Amazon is eating your lunch. And breakfast and dinner. I see a future for car dealerships. They had better ready themselves for the time when cars will not be bought on lots, but online.
We’re not that far away from virtual reality as a marketing tool and when it hitsit will accelerate direct-to-consumer purchasing. Amazon is fixing the same day deliver problem – one reason to buy in-store — and VR will allow user to try/experience products without a store visit. So buckle your seatbelts.
If you sell anything and are not thinking about direct-to-consumer, you’re napping. If you are thinking about ways to lead your category into direct-to-consumer, you will have an early windfall.
So get with it marketers. Get on the D2C bandwagon.
Tags: amazon, D2C, direct to consumer, virtual reality, virtual reality in marketing, VR in marketing, whats the idea, whatstheidea
A next big thing in marketing will be distribution related. No, it’s not drones — that’s the next, next thing. It has to do with the last mile of distribution. A logistics solution is needed so multiple truck deliveries aren’t made to a single location on a given day. Two days ago all these boxes were delivered to my home. You can’t see it from the pic but each box was from Amazon. UPS and FedEx trucks aplenty dotted the curb. (My sister EJ has been going a little bit crazy this year, me thinks.)
All these random deliveries eat up a great deal of gas. Not to mention manpower. Each package has a tracking code and delivery address. One piece of software and some colocation warehousing will cut delivery costs down to the bone.
This is a job for Amazon, Uber, UPS or an EPA code nerd (after Scott Pruitt leaves his appointment).
The 4Ps of marketing are Product, Place, Price and Promotion. If we can get the Place right over the next few years it will positively impact the environment, price of goods and even U.S. manufacturing.
Tags: 4 ps of marketing, amazon, fed ex, package delivery services, scott pruitt, uber, ups, whats the idea, whatstheidea
I am a big fan of content creation, the new marketing meme sweeping the nation. Content creation has been around as long as the written word. As a tool to promote and sell it has been around since Bass Ale invented its mark and the Sears Catalog was the Amazon of its day. But the words “content creation” in this age of Google and iPhone movies has taken on, at least for me, a strong commodity meaning. A creative-by-the-pound activity measured in attention then, maybe, sales.
I am a brand planner who measures success not by hits or vague engagement activities but by sales. And future sales. Sure I’ll write a speech on “web accessibility” for an agency trying to score points at a client’s annual marketing meeting, but I don’t want giggles, attaboys and future invitations, I want new customer contracts. Content isn’t oration, it’s selling.
So the brand planner in me thinks that content creation or content marketing ungoverned by a brand strategy (one claim, three proof planks) is wasted effort. Every act or action that marketing achieves needs to motivate a sale in one way or the other. If you are doing content creation and it doesn’t move a customer closer to a sale, you likely don’t have an articulate brand strategy.
Tags: amazon, articulate brand strategy, bass ale, content creation, content marketing, google, iphone, one claim three proof planks, sears catalog, whats the idea, whatstheidea
So the Federal Trade Commission can squash the proposed merger of Staples and Office Depot, whose collective asses are being kicked in by Amazon (over the last two years the two office supplies companies have been forced to close nearly 600 stores), but they say it’s okay for Anheuser Busch InBev to rename Budweiser beer “America” for the summer???
I love America and I love Budweiser, but this idea crosses the branding line for me. Not that I oppose it – let’s see what happens… what the hell. I just think it’s a bit sketchy and too commercializing. It’s also too easy. Also, for those of us who stop and take their hats off whenever we hear the Star Spangled Banner, it may be off-putting and have a negative effect.
America is not a brand. And that’s the point. For the FTC or whomever to allowed this promotion to happen it’s a rookie mistake. Even for a young 240 year old.
Tags: amazon, anheuser busch inbev, anheuser-busch, budweiser rebranding, federal Trade commission, staples office depot merger, whatstheidea. whats the idea
Fast forward 12 years to a time when Amazon is an online geezer and Wal-Mart is the young, hip tech retailer. Am I tripping? Nope. How can it happen? Through strategy. Only through strategy.
What can Wal-Mart do to trump world-beater Amazon in online retail? First, it must look at customer care-abouts. Customers want fair prices. They want good value — products that will last. They want product accessibility: same day, same hour, delivered to any address. They’d like to be rewarded for loyalty. Predictive refills would be nice. Lastly, they’d love to remove some carbons from the earth’s footprint.
If Wal-Mart wants to out-Amazon Amazon, it needs to start thinking about these strategies. While Mr. Bezos is playing media mogul, cloud jockey and Steve Jobs, Wal-Mart should focus on the above care-abouts and blaze a new retail trail. Create a new retail equation.
The future is up for grabs. For everybody. Always has been.
Tags: amazon, care-abouts, Customer care-about, F passion, geezer, jeff bezos, wal-mart, wal-mart online strategy, wal-mart strategy, whats the idea, whatstheidea
I’ve written about the brand diaspora as it relates to Microsoft. Diaspora meaning “the spread or dissemination of something originally confined to a local, homogeneous group, as a language or cultural institution.” It’s a topic about which a very boring branding book could be written.
It will be very interesting to see how Amazon handles branding as it continues to take over the retail world. On Long Island, 52 A&P stores are being sold or closed. Wal-Mart earning have slowed, only being kept positive by international sales. Online commerce accounts for a growing portion of all things purchased and it’s not slowing down. Ask real estate sales people – count the brown paper covered windows in local strip malls.
En masse, retail is changing — and the winner is and will continue to be Amazon. Amazon is getting into the industrial distribution business. Hear that MSC Direct? Hear that Grainger? Do you think Mr. Bezos is not thinking about food distribution logistics? And ways to make locally sourced food products cheaper to purchase and deliver?
The future is not now. But one can see it in blurry focus…and Amazon will def be at its center. Plan ahead defenders.
Tags: A&P store closings, all things purchased, amazon, brand diaspora, future of retail, grainger, jeff bezos, Long Island store closings, microsoft, MSC direct, whats the idea, whatstheidea
When your corporate culture and work practices are skewered on the front page of The New York Times, you have two paths forward: respond defensively or not al all. Jeff Bezos and Jay Carney opted to respond. With a tail lowered a few degrees, Mr.Bezos smartly wrote his employees telling them the characterization of his company as a harsh place to work was, in his mind, inaccurate. And in some of the cases cited in the article, very un-Amazonian. Anyone, said he, who feels they have been wronged should “write me directly.” He also suggested, harsh working conditions and lack of empathy will not be tolerated. Mr. Carney brought this internal memo to the NYT and public. Those mea culpas out of the way he went on to say the story was inaccurate.
The second approach would have been to do nothing. Nothing externally. That’s the approach I would have taken. It’s a big company. Nasty happens. Hard work happens. Has anyone ever worked at an ad agency? Doh! Bad managers are just like bad people, they exist.
By going public, extending the news cycle another day, the NYT ended up gathering more stories to publish. Women Bill Cosby raped began “coming out” when the crimes became topical. Hard work at Amazon is not a crime. Slashing a percentage of workers each year is not a crime – it’s Jack Welchian.
I suspect Jay Carney counselled Mr. Bezos to lay low and he did not abide. Or, it could have been the other way. Either way it was a learning moment. Either way Amazon will rule the world (silly drone idea aside) in 10 years.
Peace be up on (not “upon”) you. (Saw Straight Outta Compton last night. Crazy, crazy great movie!)
Tags: amazon, bill cosby rapes, Jack Welch, jayt carney, mr. Bezos. jeff bezon, New York Times article on Amazon work practices, straight outta amazon, straight outta compton, whats the idea, whatstheidea