The biggest bookstore in the world
Amazon builds its success on the advantages which are
immediately obvious to its clients. With a choice of books
way outstripping other bookstores (3 million titles),
each visitor is able to find whatever new book he wants
at the same site, to research by theme and buy one or
several of the works listed on the spot, as well as reading
reviews from other readers and comments from the author.
If you don't know what book you're looking for, the online
system of book selling is naturally able to recommend
titles, basing its selection on the tastes of similar
customers.
The digital butterfly makes you feels comfortable
Well aware of the hesitation linked to buying online,
Amazon has done everything to reassure its customers :
it is clearly indicated that after adding an item to your
shopping basket, it is possible to take it out again if
you change your mind ; in spite of the wealth of information
available, the buying procedure is simplicity itself,
the payment system completely protected, and takes account
of each individual visitor.
The digital butterfly makes life easier
The online payment process has been simplified to the
extreme, at the same time guaranteeing a high level of
security. In other sites, the ordering process sometimes
involves as many as eighteen successive screens, which
also represent eighteen chances for the customer to change
his mind. Not only is this achieved via just half a dozen
screens, but Amazon offers the ordering process by a single
click. If you have already made one purchase and you want
to make another, Amazon recognises you and will not ask
all over again for basic information such as your mailing
address and invoice address.
The digital butterfly takes care of everything
The level of service is particularly high : if a book
is not available at the moment you consult the catalogue,
Amazon notes your request and either contacts you as soon
as the book is in stock, or sends it direct, as soon as
it is available, if you have ordered it. Supposing you
were not at home when the courier called and your book
couldn't be delivered ? Never mind, Amazon will credit
your account and suggest you reorder.
Word of mouth has helped Amazon's fame and brand
image to grow to the point where it has become one of
the Internet's favourite sites. The marketing experts
who manage the site offer multiple buying opportunities
: for example, you can choose to send a book as a present
to a friend. They also suggest that you order several
books at once, to help reduce postage and packing costs.
Reactivity is also one of the key components of
Amazon's success : new publications are immediately available
in this bookstore. Several hours after Kenneth W Starr
concluded his report on Bill Clinton's sexual antics,
Amazon offered its customers the opportunity to order
the report in question in paper form, 40% reduced in size,
naturally, and promised to dispatch it the same day as
it was published.
next
|
