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9
Disruptors don’t have to look too far outside of their
purview to appreciate what happens when they don’t
invest in evolving customer experiences and engagement.
Before the rise of Dollar Shave Club, Gilt, and other new
e-commerce disruptors, original disruptive companies
like Amazon, eBay, Alibaba, and Overstock.com changed
the way consumers shop. The global popularity of mobile
communication and computing, apps, services, social
media, and user reviews creates a marketplace that’s never
going to settle and will continue to shift and progress.
Amazon is leading the way. Amazon is arguably the
industry standard of e-commerce, logistics, and aggres-
sive pricing. The Amazon model did more than disrupt
traditional retailers and e-tailers around the world. It
also forever changed customers’ expectations, prefer-
ences, and behaviors. Amazon’s effect on consumer
shopping taught it to be intentional in creating innovation
strategies to compete and further disrupt. For example,
Jeff Bezos and company are aggressively investing in the
development of new products and capabilities including
artificial intelligence (AI) and voice-interface devices, AI
and intelligent bots to facilitate transactions and predict
needs and recommend products, Internet of Things (IoT)
appliances, mobile payment systems, intelligent retail
store models, delivery drones, autonomous warehouse
robots and more. Even Amazon continually disrupts
itself to stay relevant to modern customers. But at
its core, Amazon focuses on engagement platforms,
artificial intelligence, and new technologies that help
customers make the right decisions…their way.
CHAPTER 3 The Original Generation of Modern Commerce Disruptors

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