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UNDERSTAND TODAY. SHAPE TOMORROW.
THE AMAZON
STRATEGY:
PRIMED FOR
SUCCESS
the latest instalment of our: Customer Value Ser...
ABOUT.
At LHBS, we believe that brand or business strategies need to be
prescriptive not just descriptive. A strategy need...
UNDERSTAND TODAY. SHAPE TOMORROW.
INTRO-
DUCTION.
Experts predict that Amazon is going to become the most
valuable company...
CONTENT.
UNDERSTAND TODAY. SHAPE TOMORROW.
CUSTOMER VALUE
CANVAS
DERIVED
IMPLICATIONS
ABOUT
AMAZON
CONTENT
4
LHBS // AMAZO...
ABOUT AMAZON
UNDERSTAND TODAY. SHAPE TOMORROW. 5
Chapter 1
LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME
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REPORT TITLE // IMPLICATIONS. ABOUT AMAZON
“My prediction for
2017 is that
Amazon is g...
LHBS Put the Title of the Report here
HOW TO.
UNDERSTAND TODAY. SHAPE TOMORROW. 7
Market Cap
Ranking
2017 Prediction
by Sc...
55%
45%
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
What about Amazon

right now?
LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME...
55%
45%
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME ABOUT AMAZON
9
Amazon’s world...
55%
45%
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
310 Mio.

active customer accounts worldwide
LHBS // AMAZON: ANYTHING, AN...
55%
45%
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME ABOUT AMAZON
11
+1910%
+2%
-1...
55%
45%
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME ABOUT AMAZON
12
$383 bn
$383 ...
55%
45%
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
of U.S. consumers start
their shopping searches
on Amazon
LHBS // AMAZON:...
55%
45%
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
… but how does Amazon
create continuous value for
its customers?
LHBS // ...
CUSTOMER VALUE CANVAS
UNDERSTAND TODAY. SHAPE TOMORROW. 15
LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME
Chapter 2
UNDERSTAND TODAY. SHAPE TOMORROW.
The better a company manages the interrelation
between their products, services, experie...
Customer Value Canvas®
CORE PRODUCT
How might your Customer Value Proposition inspire or impact the
performance or quality...
LHBS Put the Title of the Report here
HOW TO.
UNDERSTAND TODAY. SHAPE TOMORROW. 18
AMAZON'S
CUSTOMER
VALUE
PROPOSITION.
LH...
55%
45%
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
LHBS // WHY BRICK & MORTAR ARE THE “NEW BLACK” INTRODUCTION
19
"It's impo...
UNDERSTAND TODAY. SHAPE TOMORROW.
How is Amazon adjusting their offerings in the
four areas of products, services, experie...
UNDERSTAND TODAY. SHAPE TOMORROW. 21
CORE PRODUCT
Which products that meet a real need does Amazon create?
How does Amazon...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: CORE PRODUCT
E...
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LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: CORE PRODUCT
A...
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F...
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A...
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A...
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A...
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A...
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LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: CORE PRODUCT
A...
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LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: CORE PRODUCT
A...
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LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: CORE PRODUCT
A...
UNDERSTAND TODAY. SHAPE TOMORROW. 32
ADDED-VALUE SERVICES
How does Amazon facilitate and deliver services that enrich and ...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Amazon Home Services
! Explore the Sign
The e-commerce giant Amazon continues its...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Amazon X-Ray
! Explore the Sign
Amazon X-Ray, a tool that helps viewers keep trac...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Amazon’s Dash Buttons
Now Customizable
! Explore the Sign
Amazon is now selling A...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: ADDED-VALUE SE...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Amazon’s New Prime
Credit Card
! Explore the Sign
Amazon have launched a credit c...
UNDERSTAND TODAY. SHAPE TOMORROW. 38
SHOPPING EXPERIENCE
How does Amazon make searching for, shopping and interacting with...
42%
58%
of U.S. consumers
have left a retailer's
site for Amazon after
having a poor
site experience
58% 48%
52%
distingui...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: SHOPPING EXPER...
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REPORT TITLE // IMPLICATIONS. CUSTOMER VALUE CANVAS: SHOPPING EXPERIENCE
Amazon S...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: SHOPPING EXPER...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Amazon Dash Buttons
! Explore the Sign
In a move that seeks to take their concept...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: SHOPPING EXPER...
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UNDERSTAND TODAY. SHAPE TOMORROW. 50
TOUCH-POINTS &
COMMUNICATION
What kind of content does Amazon create that leads peopl...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: TOUCH-POINTS &...
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LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: TOUCH-POINTS &...
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LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: TOUCH-POINTS &...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: TOUCH-POINTS &...
DERIVED IMPLICATIONS
What can we learn from Amazon?
UNDERSTAND TODAY. SHAPE TOMORROW. 55
Chapter 3
LHBS // AMAZON: ANYTHIN...
LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME
ONE
Amazon is not afraid to fail.
Jeff Bezos wrote in the annual report of 201...
LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME
TWO
Amazon acts as a startup.
Despite Amazon being a high-performing large org...
LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME
THREE
Amazon is guided by
customer obsession rather
than competitor focus.
The...
LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME
FOUR
Amazon meets customer
needs in the best way
possible.
The e-tailer fulfill...
LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME
FIVE
Amazon succeeds to fulfill its
vision and customer value
proposition.
The ...
UNDERSTAND TODAY. SHAPE TOMORROW. 61
ABOUT
Need help in defining emerging
customer expectations & bringing the
Customer Val...
UNDERSTAND TODAY. SHAPE TOMORROW.
Discover
ABOUT
LHBS. Define Develop Deliver
We are an unconventional strategy firm that he...
LHBS Put the Title of the Report hereUNDERSTAND TODAY. SHAPE TOMORROW.
INSPIRATION
-HUB
LHBS // AMAZON: ANYTHING, ANYWHERE...
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Amazon: Anything, Anywhere, Anytime // Customer Value Series

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Experts predict that Amazon is going to become the most valuable company in the world this year. No other online retailer comes close to the e-commerce giant. With the introduction of Amazon Go, a new technology that provides a checkout-free shopping experience, the retailer is pushing further into the physical realm, setting new standards for the future of brick-and-mortar.

Amazon is striving to be “Earth’s Most Customer-Centric Company”. In this report we will shed light on how the e-tailer actually creates value for its customers in four interrelated but distinctive areas: core product innovation, added-value services, shopping experience and communication.
----
At LHBS, we believe that brand or business strategies need to be prescriptive not just descriptive. A strategy needs to drive action through meaningful Customer Value Propositions. That’s why we work with our Customer Value Proposition Canvas as a navigation system for bringing strategy to life. We’ve created the Customer Value Series to analyze and share how leading companies bring their Customer Value Propositions to life through their core products, added value services, the customer journey and communication.

This issue highlights AMAZON.

We hope you enjoy this deck and are able to be inspired by it in your innovation process.

Veröffentlicht in: Marketing

Amazon: Anything, Anywhere, Anytime // Customer Value Series

  1. 1. UNDERSTAND TODAY. SHAPE TOMORROW. THE AMAZON STRATEGY: PRIMED FOR SUCCESS the latest instalment of our: Customer Value Series LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME
  2. 2. ABOUT. At LHBS, we believe that brand or business strategies need to be prescriptive not just descriptive. A strategy needs to drive action through meaningful Customer Value Propositions. That’s why we work with our Customer Value Proposition Canvas as a navigation system for bringing strategy to life. We’ve created the Customer Value Series to analyze and share how leading companies bring their Customer Value Propositions to life through their core products, added value services, the customer journey and communication. This issue highlights AMAZON. We hope you enjoy this deck and are able to be inspired by it in your innovation process. UNDERSTAND TODAY. SHAPE TOMORROW. 2 LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME Discover Define Develop Deliver UNDERSTAND TODAY. SHAPE TOMORROW.
  3. 3. UNDERSTAND TODAY. SHAPE TOMORROW. INTRO- DUCTION. Experts predict that Amazon is going to become the most valuable company in the world this year. No other online retailer comes close to the e-commerce giant. With the introduction of Amazon Go, a new technology that provides a checkout-free shopping experience, the retailer is pushing further into the physical realm, setting new standards for the future of brick-and- mortar. Amazon is striving to be “Earth’s Most Customer-Centric Company”. In this report we will shed light on how the e-tailer actually creates value for its customers in four interrelated but distinctive areas: core product innovation, added-value services, shopping experience and communication. LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME Olivia Köhler Strategy Consultant lhbs.com | ok@lhbs.com INTRODUCTION 3
  4. 4. CONTENT. UNDERSTAND TODAY. SHAPE TOMORROW. CUSTOMER VALUE CANVAS DERIVED IMPLICATIONS ABOUT AMAZON CONTENT 4 LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME Chapter 1 Chapter 2 Chapter 3
  5. 5. ABOUT AMAZON UNDERSTAND TODAY. SHAPE TOMORROW. 5 Chapter 1 LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME
  6. 6. UNDERSTAND TODAY. SHAPE TOMORROW. 6 REPORT TITLE // IMPLICATIONS. ABOUT AMAZON “My prediction for 2017 is that Amazon is going to become the most valuable company in the world”
 
 Scott Galloway
 Founder L2 LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME
  7. 7. LHBS Put the Title of the Report here HOW TO. UNDERSTAND TODAY. SHAPE TOMORROW. 7 Market Cap Ranking 2017 Prediction by Scott Galloway LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME 1. 2. 3. 4. ABOUT AMAZON
  8. 8. 55% 45% UNDERSTAND TODAY. SHAPE TOMORROW.Source: What about Amazon
 right now? LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME ABOUT AMAZON 8
  9. 9. 55% 45% UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME ABOUT AMAZON 9 Amazon’s worldwide revenue $107 bn2015 2016 $92 bn + Q4 Source: Amazon - Quarterly Results
  10. 10. 55% 45% UNDERSTAND TODAY. SHAPE TOMORROW.Source: 310 Mio.
 active customer accounts worldwide LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME ABOUT AMAZON 10Source: Statista
  11. 11. 55% 45% UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME ABOUT AMAZON 11 +1910% +2% -15%-21%-46%-49%-59%-83%-95% Market Value Percent Change 2006–2016 Source: Yahoo! Finance No retailer comes close to Amazon
  12. 12. 55% 45% UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME ABOUT AMAZON 12 $383 bn $383 bn Market Capitalization Source: Yahoo! Finance $385.3 bn Market Capitalization $90.1 bn $88.3 bn$206.9 bn Amazon vs. Top 3 Retailers on Forbes Global 2000 List
  13. 13. 55% 45% UNDERSTAND TODAY. SHAPE TOMORROW.Source: of U.S. consumers start their shopping searches on Amazon LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME ABOUT AMAZON 13 45% 55% 55% Source: bloomreach - State of Amazon 2016
  14. 14. 55% 45% UNDERSTAND TODAY. SHAPE TOMORROW.Source: … but how does Amazon create continuous value for its customers? LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME ABOUT AMAZON 14
  15. 15. CUSTOMER VALUE CANVAS UNDERSTAND TODAY. SHAPE TOMORROW. 15 LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME Chapter 2
  16. 16. UNDERSTAND TODAY. SHAPE TOMORROW. The better a company manages the interrelation between their products, services, experience and communication the more value it will create for its customers and in turn, generate value from its customers. LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS 16
  17. 17. Customer Value Canvas® CORE PRODUCT How might your Customer Value Proposition inspire or impact the performance or quality of your core product? ADDED-VALUE SERVICES How might your Customer Value Proposition inspire or influence additional services to simplify or enhance that create added value around the consumption or usage of your product? COMMUNICATION & CONTENT How might you create communication that 
 delivers your Customer Value Proposition and 
 not just promises it? SHOPPING EXPERIENCE How might your Customer Value Proposition inspire a smoother, more pleasant customer experience in your omnichannel touch points. CUSTOMER VALUE PROPOSITION A clear, concise and compelling articulation of how the needs that are important to the customer are satisfied by the company / business unit. Designed for: Designed by: Date: Version: This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. How does Amazon facilitate and deliver services that enrich and simplify the lives of their customers around their core products? Which products that meet a real need does Amazon create? How does Amazon solve real customer problems with their product design? How is Amazon growing their core capabilities of being a market place? How does Amazon make searching for, shopping and interacting with their products & services a uniquely positive experience? What kind of content does Amazon create that leads people to enjoy consumption and sharing, rather than wanting to escape the advertisements?
  18. 18. LHBS Put the Title of the Report here HOW TO. UNDERSTAND TODAY. SHAPE TOMORROW. 18 AMAZON'S CUSTOMER VALUE PROPOSITION. LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME Customer Value Proposition Amazon is a place where people can come to find and discover anything they might want to buy online – with a focus on low prices, large selection and convenience. CUSTOMER VALUE CANVAS
  19. 19. 55% 45% UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // WHY BRICK & MORTAR ARE THE “NEW BLACK” INTRODUCTION 19 "It's impossible to imagine a future 10 years from now where a customer comes up to me and says: 'Jeff, I love Amazon, I just wish the prices were a little higher.... I just wish you delivered a little more slowly.’" Jeff Bezos: Founder, Chairman & CEO of Amazon LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS
  20. 20. UNDERSTAND TODAY. SHAPE TOMORROW. How is Amazon adjusting their offerings in the four areas of products, services, experience and communication to best meet emerging customer expectations and to fulfill their customer value proposition? LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS 20
  21. 21. UNDERSTAND TODAY. SHAPE TOMORROW. 21 CORE PRODUCT Which products that meet a real need does Amazon create? How does Amazon solve real customer problems with their product design? How is Amazon growing their core capabilities of being a market place?
  22. 22. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: CORE PRODUCT E-tailer launched “Amazon Cable Store” ! Explore the Sign Amazon has entered the TV-and-Internet-services game with a new partnership with Comcast Xfinity. The e-commerce site has created the 'Amazon Cable Store,' which offers a variety of Comcast products including Internet service, Internet and TV bundles, and Triple Play offers (Internet, phone and TV). In addition to offering Comcast service, it appears Amazon would allow customers to purchase TV programming bundles in a slightly different way. The package would start with a 'pre-bundled' lineup of local broadcast channels and a set number of base channels. Then, consumers would pick a plan based on their budget and four different categories: Specialty Channels; Family Channels; Sports Channels; and Premium Entertainment. 22
  23. 23. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: CORE PRODUCT Amazon Starts Restaurant Deliveries ! Explore the Sign Prime customers in some London postcodes can order food from more than 100 restaurants on Amazon. The service is offered in certain London postcodes and delivers meals from restaurants via an Amazon app. Delivery is free within an hour on orders of £15 or more and there are no mark-ups on restaurants’ standard prices. The delivery service is only available to Amazon Prime customers which costs £7.99 a month or £79 a year and includes other offers, like one-day delivery and free music streaming. 23
  24. 24. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: CORE PRODUCT Further Amazon Bookstore Expansion ! Explore the Sign The retailer confirmed to open a physical bookstore in New York City, next to three existing ones and two more in planning. After opening the first brick-and-mortar Amazon Books Store in Seattle, the company’s home town, in November 2015 it built two more in Portland and San Diego due to its success. Now Amazon confirmed three more locations: Chicago, Dedham and New York City. The stores sell not just books, but Amazon devices such as the Kindle e-reader and Fire TV. The aim is to make its products more tangible for customer in the physical world. 24
  25. 25. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: CORE PRODUCT Amazon’s Home Assistant Echo ! Explore the Sign Amazon has launched a device, called Echo, that is a hands-free speaker you control with your voice. Amazon's Echo is a connected speaker that’s always- on, listening for commands that its virtual assistant Alexa can then respond to with providing information or by triggering a task. The smart home device is equipped with 7 microphones and can filter out background noise including playing music, in order to better understand requests. Voice inputs are processed via Amazon’s cloud-based web servers, meaning that it can get better at identifying requests and responding to commands over time. Alexa plays the music via command or can give you information on weather, the news or provide basic information from Wikipedia. 25
  26. 26. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: CORE PRODUCT Alexa Skills Marketplace ! Explore the Sign Customers can now shop for Alexa skills on the amazon website, just like you shop for everything else. Owners of Amazon Alexa-enabled devices like the Echo or Tap can now find all skills via an Alexa skills marketplace or dedicated URLs for individual skills. The website shows all the skills divided by 21 categories, which range from business to shopping to weather. David Isbitski, Alexa chief evangelist, said: “This is the first time that we are offering a pre- login discovery experience for Alexa skills. Before now, customers would need to log in to the Alexa app on their mobile device or browser. Developers can also improve organic discovery by search engines by optimizing skill detail pages.” 26
  27. 27. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: CORE PRODUCT Amazon Rolls Out Private Label for Foodies ! Explore the Sign Amazon’s newest private label, Wickedly Prime, targets the foodie crowd offering Amazon’s own line of snacks. Wickedly Prime is not the first private label Amazon has launched lately. The snack line, however, is different from Happy Belly, Mama Bear and Presto! because it is the first private label to embrace its affiliation with Amazon. Besides the “Prime” in its name, Wickedly Prime also is sent in boxes with the iconic smile brand logo and the packaging states “Distributed by Amazon Fulfillment Services”. 27
  28. 28. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: CORE PRODUCT Amazon Studios Shine Bright ! Explore the Sign Amazon obtained the rights to the film Manchester by the Sea and gave it a theatrical release - now Casey Affleck has won a best-actor Golden Globe for his performance. While not an Amazon original, Amazon Studios made a smart move last year by picking up the rights to Manchester by the Sea for $10million. After Casey Affleck won a best-actor Golden Globe for his performance in the film this year, it marks a first the Amazon Studios have received a major film category award. Bets are on that they also pick up an Oscar for Affleck's performance, and this could really spur publicity for Amazon, as well as early streaming rights to their own project. 28
  29. 29. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: CORE PRODUCT Amazon to Launch Athleisure Brand ! Explore the Sign Amazon are currently looking to hire brand managers to help launch their upcoming athletic clothing label and take over as the leading activewear retailers. Amazon have confirmed they will be launching their own athleisure brand soon. They already have a number of their own trademarked brands being sold through several clothing retailers, but now are pushing to really stand on their own as a clothing brand. Their share of the US clothing market is predicted to jump from 5% (2014) to 14% in 2020, which would place Amazon above Macy’s, the current leader in this industry. 29
  30. 30. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: CORE PRODUCT Amazon’s Move Towards Autonomous Car Technology ! Explore the Sign A newly revealed patent suggests that Amazon is exploring how it might get involved in autonomous vehicle technology. The patent that has been granted to Amazon describes a system that helps self-driving cars safely deal with reversible lanes that change direction depending on the volume of traffic at any given time. The self-driving vehicles would send traffic data to computerized road management systems, so this system can work out the ideal lane usage at any given time while sending information back to the autonomous vehicles to ensure safe driving. 30
  31. 31. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: CORE PRODUCT Amazon Releases Self- Branded Streaming Channel ! Explore the Sign Anime Strike is a new subscription channel added by Amazon that – compared to the other offered channels – doesn’t come from an other provider but is put together by Amazon itself. The new channel Anime Strike is a niche offering and self-branded. It provides a mix of new and old anime series and movies, as well as same-day broadcasts of series. Some of these series are available via other services, while some are exclusive to Amazon in the United States. Amazon’s VP of digital video and head of Amazon Channels worldwide Michael Paull said: “With anime in particular, there’s a strong, passionate audience that is underserved by traditional pay TV.” 31
  32. 32. UNDERSTAND TODAY. SHAPE TOMORROW. 32 ADDED-VALUE SERVICES How does Amazon facilitate and deliver services that enrich and simplify the lives of their customers around their core products?
  33. 33. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Amazon Home Services ! Explore the Sign The e-commerce giant Amazon continues its expansion beyond almost any conceivable physical good and into services, offering professional help for products that require service after purchase. Through Amazon's new Home Services, customers can book 700 different services that go along with purchased products, from help installing a new toilet to removing spyware from a home computer. Amazon's professional contractors have been vetted by a stringent selection process, making sure that each business is licensed, insured, and passes an extensive background check. They are also offering speed and transparency in their service booking, which is claimed to take only 60 seconds, since the services are carefully standardized and prepackaged, with costs finalized up front. 33 LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: ADDED-VALUE SERVICES
  34. 34. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Amazon X-Ray ! Explore the Sign Amazon X-Ray, a tool that helps viewers keep track of what's going on in the content they are consuming, is now coming to Fire TV and Fire TV stick. Available for the Kindle for a few years now, helping readers get more information on a book, or look up words in the dictionary, the X-Ray feature is now a reference tool for Amazon's video products, that displays content that helps viewers keep track of what's going on in a film or TV show. It offers in- depth information about the movie, but also important information about what is happening in on screen. By simply pausing, the X-Ray feature, using a connection to IMDB, lists what actors are in a given scene, what is happening in the plot, and even trivia about the content. 34 LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: ADDED-VALUE SERVICES
  35. 35. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Amazon’s Dash Buttons Now Customizable ! Explore the Sign Amazon is now selling AWS IoT Buttons, customizable versions of its Amazon Dash buttons. The buttons take the company's "one click" ordering semi-offline by allowing users to order products by pressing an internet-connected physical button. Until now, there has been no way for customers to create their own. Amazon is pitching the buttons as a way for developers to learn how to use the company's various cloud services. “You can click the button to unlock or start a car, open your garage door, call a cab, call your spouse or a customer service representative, track the use of common household chores, medications or products, or remotely control your home appliances,” the Amazon site said. 35 LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: SHOPPING EXPERIENCE
  36. 36. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: ADDED-VALUE SERVICES Amazon Educates with Reading App for Kids ! Explore the Sign The online retailer developed an app for kids ages 7-12 that engages them in reading due to the chat- based interface. Amazon’s new mobile app is called Rapids and contains hundreds of stories, all written as dialogue and embellished with custom illustrations. The stories are ranging from the genres of adventure and animals to science fiction and sports and are told through the concept of characters chatting with one another, one message at a time. "We want kids to read for fun," Robinson, director of consumer products at Amazon Education, says. "If a kid is reading on a regular basis and seeks it out, all these other benefits will accrue." 36
  37. 37. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Amazon’s New Prime Credit Card ! Explore the Sign Amazon have launched a credit card exclusively for Prime members, offering 5% cash back on Amazon purchases. The new credit card - created in partnership with Chase - for Prime members is similar to the previous card for regular Amazon shoppers, but offers 5% instead of 3% cash back on Amazon purchases. Users can also redeem 2% cash back at restaurants, gas stations and drugstores, plus 1% back on all other purchases. Amazon users with Prime and the current card will be automatically upgraded to the Amazon Prime Rewards Visa Signature Card, and those lapsing on their Prime payments will simply be downgraded to the regular credit card. 37 LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: ADDED-VALUE SERVICES
  38. 38. UNDERSTAND TODAY. SHAPE TOMORROW. 38 SHOPPING EXPERIENCE How does Amazon make searching for, shopping and interacting with their products & services a uniquely positive experience?
  39. 39. 42% 58% of U.S. consumers have left a retailer's site for Amazon after having a poor site experience 58% 48% 52% distinguished Amazon’s site search and product- filtering capabilities as superior >50% 67% 33% List Amazon’s site experience as the main reason they choose Amazon over other retailers 33% LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: SHOPPING EXPERIENCE UNDERSTAND TODAY. SHAPE TOMORROW. 39Source: bloomreach - State of Amazon 2016
  40. 40. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: SHOPPING EXPERIENCE Shopping With Twitter #AmazonCart ! Explore the Sign Amazon shows a new feature that lets Twitter users add items to their Amazon cart by including a hashtag within a tweet. After the user connects their Twitter account to Amazon, they can extend their Amazon shopping experience by tweeting a reply to Amazon product links they see on Twitter including the hashtag #AmazonCart — or #AmazonBasket in the UK — to add the product to their shopping basket. The feature not only extends the retail reach of Amazon beyond its own website, reducing purchase friction, but co-opts Twitter users into product marketing activity — since they are publishing tweets indicating which items they are buying from Amazon. 40
  41. 41. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: SHOPPING EXPERIENCE Amazon Prime Membership without Commitment ! Explore the Sign Amazon Prime is now available on a monthly basis, if you buy it with a Sprint plan. Sprint meets the needs of customers who intend to only use two-day shipping around the holidays, want to watch a certain show or just dislike long contract commitments. American telecommunications holding company Sprint offers its customer a monthly Amazon Prime membership. For having full access to videos, music, video games, kindle book as well as early access to limited-time deals just like regular member, customers pay $10.99 a month at a time. 41
  42. 42. UNDERSTAND TODAY. SHAPE TOMORROW.Source: REPORT TITLE // IMPLICATIONS. CUSTOMER VALUE CANVAS: SHOPPING EXPERIENCE Amazon Sets Up P.O. Boxes in Gas Stations ! Explore the Sign Amazon and Shell are cooperating and testing P.O. boxes in 10 gas stations in Munich, called “Amazon Locker”. Amazon is aiming to deliver orders independently and without third party parcel services like DHL. Together with Shell, they want to make their customers lives easier and more comfortable. Both companies can benefit from the cooperation by taking advantage of each other’s infrastructure. For customers, the lockers offer more flexibility because they can receive deliveries even if they are not at home. They can just pick everything up later at the closest gas station. 42
  43. 43. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: SHOPPING EXPERIENCE Convenient In-Trunk Deliveries ! Explore the Sign Amazon Prime and Audi partnered with DHL to launch an easy-delivery service to their customers. The companies want to start offering a special logistic service. The packages ordered on Amazon would be delivered by DHL directly to a car’s trunk using a temporary authorisation for keyless access to the Audi’s luggage compartment. The DHL driver would receive a digital access code for the trunk, that could be used only once and only for a specific period of time. In the future, customers shopping online would have an option of inserting the trunk of their car as a delivery address for online purchases. 43
  44. 44. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Amazon Dash Buttons ! Explore the Sign In a move that seeks to take their concept of one click buying to the next level, Amazon is sending out Dash Buttons that let selected Prime Members to buy products by pressing a physical button in their house. The new Dash Buttons will initially be sent to customers who are using Amazon to buy certain household products such as laundry detergent, but still occasionally go to brick-and-mortar stores to purchase them. The Dash Button is meant to make choosing Amazon to buy household products so convenient that purchasing comes down to a simple press of a button at the very part of the house where the product is needed. Dash Button syncs with the Amazon app on mobile devices, so purchases can easily be monitored (or cancelled). 44 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY CUSTOMER VALUE CANVAS: SHOPPING EXPERIENCE
  45. 45. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: SHOPPING EXPERIENCE Amazon Is Planning Many Pop-Up Stores ! Explore the Sign The retailer is expanding its presence in the real- world retail market and wants to combine a powerful assortment of online and physical components. Over the next year Amazon wants to open many new pop-up stores in US shopping malls. Next to the physical bookstore that Amazon opened the pop-ups are mainly designed to showcase and sell the company's hardware devices, particularly its Echo home speakers. This move shows the company’s drive to reach consumers directly through a variety of access points including retail storefronts, home delivery, and innovative devices. Furthermore, the locations in the middle of shopping malls boost the brand awareness and to drive sales, both at the stores and on its website. 45
  46. 46. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: SHOPPING EXPERIENCE Amazon Prime Now ! Explore the Sign Amazon Prime Now offers one- and two-hour delivery to its members. While it premiers in Manhattan, Amazon has plans to roll out the service to other cities in the near future. Amazon is catering to customers too busy to go to the store. While currently limited to select areas of Manhattan, the products on offer range from everyday items like paper towels and cat food to more specific items like books and video games. Members of Prime Now receive deliveries within two hours for free, or can choose a one-hour delivery for only $7.99. The service is available from 6 a.m. to midnight, seven days a week, and the delivery is even tracked via GPS so recipients can follow their item on the Prime Now mobile app as it gets closer to their door. 46
  47. 47. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: SHOPPING EXPERIENCE Amazon Drone Delivery ! Explore the Sign The retailer is working on a future delivery system to get packages to customers in just 30 minutes or less. It will still take some time until Amazon will take its Prime Air into service but it already started an extensive drone trial in the United Kingdom. "The UK is a leader in enabling drone innovation – we’ve been investing in Prime Air research and development here for quite some time," said Paul Misener, Amazon’s VP of global innovation policy and communications. These tests pave the way for a new way of delivering packages in just 30 minutes or less using small unmanned aerial vehicles, also called drones. This will result in rapid parcel delivery that will also increase the overall safety and efficiency of the transportation system. 47
  48. 48. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: SHOPPING EXPERIENCE Amazon Go - Just Grab & Go! ! Explore the Sign Amazon has created a new shopping technology - Amazon Go, where you don't have to wait in line at all since there is no checkout required. Amazon's checkout-free shopping experience is made possible by the same types of technologies used in self-driving cars: computer vision, sensor fusion, and deep learning. Amazon's Just Walk Out technology automatically detects when products are taken from or returned to the shelves and keeps track of them in a virtual cart. When you’re done shopping, you can just leave the store. Shortly after, Amazon will charge your Amazon account and send you a receipt. 48
  49. 49. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: SHOPPING EXPERIENCE Shop on Amazon from Apple TV ! Explore the Sign Amazon released a new Apple TV application that lets you browse and search for products on Amazon’s site with the function to buy directly from the TV for Prime members. The online retailer Amazon has rolled out an Apple TV app called “Amazon App: Browse, Search, and Shop.” The user can browse and search for products directly on TV. They can read the description, get the product details, and flip through the product images of an individual product. For inspiration customers can flip through collections, such as gift guides or a coat guide, all curated by Amazon. Prime members are able to directly purchase items form the app. 49
  50. 50. UNDERSTAND TODAY. SHAPE TOMORROW. 50 TOUCH-POINTS & COMMUNICATION What kind of content does Amazon create that leads people to enjoy consumption and sharing, rather than wanting to escape the advertisements?
  51. 51. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: TOUCH-POINTS & COMMUNICATION Amazon’s First Editorial Content ! Explore the Sign Amazon started testing third-party editorial content on its homepage with travel gear reviews aiming to prove a deeper level of recommendations for the products they sell. The partnership was announced on Twitter, where Amazon said that it is experimenting with running editorial content on their website and Wirecutter would be the first test to explore the possibilities. Wirecutter is an independent review site to help people decide what to buy. Their thorough process starts with reading everything they can about the product, from Amazon to formal reviews by professionals in the field, and is followed by applying research from their own team of experts. 51
  52. 52. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: TOUCH-POINTS & COMMUNICATION Amazon Video Offers Free Episodes ! Explore the Sign Amazon has announced that it will begin distributing its Original Series from Amazon Video to social media sites, including Facebook and YouTube. Pilot episodes from ten primetime and kids series are now available in both places, allowing anyone - including non-Amazon Prime members - to watch. The goal with this expanded distribution is to give people a tease of what an Amazon Prime membership has to offer. Amazon will likely find a sizable audience willing to tune in to watch its free content on YouTube and Facebook – its Amazon Video YouTube page has accumulated over 33.6 million views and it has 322,938 Likes on Facebook. 52
  53. 53. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: TOUCH-POINTS & COMMUNICATION Amazon’s First Esports Tournament ! Explore the Sign The retailer’s app store will be the platform to host an esport event that focuses on casual gaming. Amazon is expanding its investment in esports with the first-ever tournament “Champions of Fire Invitational”. 16 gaming influencers and celebrities will aim, tap and swipe for $100,000 in prize money. The event takes place in Las Vegas and will be live- streamed to the Amazon-owned streaming site Twitch, to Amazon Fire TV, amazon.com and some social media networks that support live streams. With the focus on casual games, that can also be downloaded and enjoyed by the customers in the Amazon Appstore, the retailer hopes to attract a broad group of viewers. 53
  54. 54. UNDERSTAND TODAY. SHAPE TOMORROW.Source: LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME CUSTOMER VALUE CANVAS: TOUCH-POINTS & COMMUNICATION Amazon’s Luxury Beauty Shop offers Rich Content ! Explore the Sign Amazon launched a Professional Skincare page offering rich content and guided selling. It’s the retailers way of luring prestige shoppers. The offerings go beyond what is available on retailer websites and beauty blogs. Part of the page are an ingredient glossary, articles, and guides on choosing a dermatologist including a finder that links to Yelp reviews and books appointments. Amazon’s approach is different from the usual how- to videos, celebs, and influencer campaigns and concentrates more on customers that have a clinical approach to skincare. 54
  55. 55. DERIVED IMPLICATIONS What can we learn from Amazon? UNDERSTAND TODAY. SHAPE TOMORROW. 55 Chapter 3 LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME
  56. 56. LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME ONE Amazon is not afraid to fail. Jeff Bezos wrote in the annual report of 2015 “I believe we are the best place in the world to fail (we have plenty of practice!), and failure and invention are inseparable twins. To invent you have to experiment, and if you know in advance that it’s going to work, it’s not an experiment.” Amazon Marketplace is one of the three main pillars the company stands on. It was only possible to create this success through the learnings from two big failures – the launch of “Auctions” and “zShops”. DERIVED IMPLICATIONS UNDERSTAND TODAY. SHAPE TOMORROW. 56
  57. 57. LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME TWO Amazon acts as a startup. Despite Amazon being a high-performing large organization it strives to also be an invention machine with the speed of movement, nimbleness, and risk-acceptance mentality of start-ups. Its company culture helps Amazon to work hard on avoiding the common pitfalls of large organizations. DERIVED IMPLICATIONS UNDERSTAND TODAY. SHAPE TOMORROW. 57
  58. 58. LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME THREE Amazon is guided by customer obsession rather than competitor focus. The retailers vision is to be Earth’s most customer-centric company. They serve consumers – and that’s what they are known for amongst them – with a special focus on selection, price and convenience at the same time. The value of Prime is directly addressed to the customers and described simply by “We want Prime to be such a good value, you’d be irresponsible not to be a member. “ DERIVED IMPLICATIONS UNDERSTAND TODAY. SHAPE TOMORROW. 58
  59. 59. LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME FOUR Amazon meets customer needs in the best way possible. The e-tailer fulfills its customer needs in a way that resulted in a strategic advantage over its competitors. Amazon created a cycle in which it takes the lowest profits and therefor it has the lowest prices. That’s why it has the most customers which keeps the company alive despite the lowest profits. As long as Amazon is the market leader the business model remains sustainable. DERIVED IMPLICATIONS UNDERSTAND TODAY. SHAPE TOMORROW. 59
  60. 60. LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME FIVE Amazon succeeds to fulfill its vision and customer value proposition. The company succeeds to manage the interrelation between their products, services, experience and communication in a way that it creates real value for the customer in the four interrelated but distinctive areas. DERIVED IMPLICATIONS UNDERSTAND TODAY. SHAPE TOMORROW. 60
  61. 61. UNDERSTAND TODAY. SHAPE TOMORROW. 61 ABOUT Need help in defining emerging customer expectations & bringing the Customer Value Canvas to life? Get in touch LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME
  62. 62. UNDERSTAND TODAY. SHAPE TOMORROW. Discover ABOUT LHBS. Define Develop Deliver We are an unconventional strategy firm that helps clients to better understand today and successfully shape tomorrow. LHBS has extensive experience & expertise in business development, brand building and customer experience. The firm works across all major industries for clients from the FT Global 500, German Mittelstand and fast growing startups. ! http://www.lhbs.com ABOUT UNDERSTAND TODAY. SHAPE TOMORROW. 62 We work with legacy organisations to adapt their customer value proposition to meet emerging customer expectations. Together with our clients we discover business opportunities and deliver integrated customer offers for products, services, experiences and communication. ! http://www.lhbs.com LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME
  63. 63. LHBS Put the Title of the Report hereUNDERSTAND TODAY. SHAPE TOMORROW. INSPIRATION -HUB LHBS // AMAZON: ANYTHING, ANYWHERE, ANYTIME INSPIRATION HUB 63 This report is powered by the LHBS Inspiration-Hub. The LHBS Inspiration-Hub is a digital platform that brings customized insights and inspiration to the heart of your organization. It is a digital platform that tracks changes in people, markets and technology. Request a demo at https://inspiration-hub.com/
  64. 64. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 
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