Like most retailers, Prime Day has challenged Walmart and Target over the last five years. But this year the two heavyweights developed a strong strategy to combat Amazon and executed against it.
Amazon will still have a glass half-full that goes as follows:
1) Total sales volume will be up – both for Prime Day(s) and for July. There are 12 extra hours of sales and Amazon spent more advertising dollars to promote the event. The lift for the event will be more significant than the total sales for the month, but an increase is an increase, and growth is nothing to downplay.
2) Membership will go up. At roughly 60% of US Households, there are still more households that can join the loyalty program.
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3) Amazon’s ad revenue will go up. The pressure is on to promote items. Brands and retailers will spend.
4) Prime Day Live – the video streaming shopping experience – will be a success. Whether using the influencer model or the tv shopping network model, Live captures the attention of consumers and drives them to key products. This will be a key victory for the retailer, and it will be interesting to see how Live is used in the future.
Date: 18/07/2019
Source : Forbes