2. Amazon Echo and Channel Expansion
Posted: Sun Dec 22, 2024 9:22 am
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The reason our clients convert 73.25% more on returning customers is because they are able to create personalized recommendations and messages, tailored to their past behaviors and purchases.
Omnichannel assumes customers cross channels fluidly in the same transaction.
The challenge is establishing (and building upon) a direct relationship with customers in each channel. Amazon aggressively tackles various channels in a variety of ways, and the Echo is an excellent case study on how to establish a dominant presence in a sales channel.
How Amazon's Echo Extends Omnichannel Strategy into Voice
Voice is solidifying itself as an important channel for commerce. ComScore predicts that 50% of all Google searches will be conducted by voice by 2022. And Statista shows that the number of digital voice assistants are expected to grow to 8.4 billion by 2024.
And, voice is increasingly being used to complete purchases.
In February of 2018, OC&C Strategy reported that roughly $2 billion in sales were made over voice. However, that number is predicted to balloon to $40 billion in sales by 2020.
Before the Echo, Amazon tried to create a more direct relationship with customers with their Fire Phone. Unfortunately, Android and iOS had already locked them out of this market, and to this day that effort remains one of the worst performances in Amazon's history.
It represented a major threat - even to Amazon, to not have direct access to customers.
The reason our clients convert 73.25% more on returning customers is because they are able to create personalized recommendations and messages, tailored to their past behaviors and purchases.
Omnichannel assumes customers cross channels fluidly in the same transaction.
The challenge is establishing (and building upon) a direct relationship with customers in each channel. Amazon aggressively tackles various channels in a variety of ways, and the Echo is an excellent case study on how to establish a dominant presence in a sales channel.
How Amazon's Echo Extends Omnichannel Strategy into Voice
Voice is solidifying itself as an important channel for commerce. ComScore predicts that 50% of all Google searches will be conducted by voice by 2022. And Statista shows that the number of digital voice assistants are expected to grow to 8.4 billion by 2024.
And, voice is increasingly being used to complete purchases.
In February of 2018, OC&C Strategy reported that roughly $2 billion in sales were made over voice. However, that number is predicted to balloon to $40 billion in sales by 2020.
Before the Echo, Amazon tried to create a more direct relationship with customers with their Fire Phone. Unfortunately, Android and iOS had already locked them out of this market, and to this day that effort remains one of the worst performances in Amazon's history.
It represented a major threat - even to Amazon, to not have direct access to customers.