Amazon’s Customer Engagement Tool May be a Game changer for eCommerce
The historically top-of-mind retailer recently launched a new tool that is a step towards power back to sellers. In time, ecommerce brands may finally have opportunities for increased customer engagement.
Amazon has undeniably revolutionized eCommerce, becoming a one-stop shop for all consumer goods categories. Streamlined fulfillment, economic pricing, comparison shopping, and a zealous customer review approach are just a few of the standards they’ve set for the industry. Consumers have reacted overwhelmingly positively to this eCommerce approach evidenced by Amazon’s 56.7% share of eCommerce sales.
However, Amazon has historically taken authority over customer data. Purchases are attributed to Amazon as a retailer rather than the merchant, limiting sellers’ ability to engage with customers and manage customer experience.
Amazon’s new Customer Engagement tool is a step towards giving power back to sellers. They will have more control over customer data and more opportunities to engage with customers. The tool allows brands to send email campaigns to existing customers regarding everything from product recommendations to product promotions.