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1、AmazonMom:DrivingValue&StealingTrips10Mar2011/By:AmyKooandStephenMaderArticleSummaryAmazon.comisnostrangertoupendingourtraditionalretailenvironmentandthenewAmazonMomprogramisnoexception.Totheshopper,AmazonMomisbuilttobeacheaper,quicker,andeasieralternativetohighlyconsuma
2、bleproducts(diapers).Toretailersandsuppliers,itisdesignedtostealtripsfromtraditionalretailers,andactasanentrypointtodriveloyaltyintothebroaderAmazonPrimememberprogram.InthisarticlewedivedeeperintoAmazonMom,whyithasbeensosuccessful,andwhyAmazonisdrivingchangeinthewayconsu
3、mablesarepurchasedonline.AmazonMom–CombiningTwoSeparateProgramsUnderOneUnifyingMessageAmazonlaunchedtheAmazonMommembershipprograminSeptember2010afterpilotingtheprograminJune.Theprogramtargetsthosewhoregularlypurchaseitemsforababyoryounginfant–includingparents,relatives,a
4、ndcaretakers.Itisdesignedtoenticethemtousetwoofthecompany’salreadyexistingprograms,AmazonPrimeandSubscribe&Save,withadditionalincentives.Satisfactionratesforcustomersoftheexistingprogramswerehigh,andAmazonseestheMomprogramasanopportunitytointroduceandlockin“AmazonMoms” a
5、s regular customers. UniqueHomePageAmazonhasalwaystailoredthehomepageforitsshoppersbasedonrecentpurchasehistoryandrelatedproducts.AmazontakesthisonestepfurtherforMomsbyofferingthesamerelatedproducts,butalsotailoredforamoresolutionorientation(seefigure1)Figure1:AmazonMom
6、HomepageCopyright2011KantarRetail-www.kantarretailiq.comSource:Amazon.comEnticingValueItiseasytogetcaughtupinallthebrandingandmessagingaroundAmazonMom,butthesimplefactisthatonaverage,itissignificantlycheaperforafamilytopurchaseahighlyconsumedproductsuchasdiapersthroughth
7、eprogramthanatotherplaces.Wedidaquickpricingsurveyofsomelargenationalretailersdetailedbelowinfigure2.Figure2–PriceForBulkDiapersSource:KantarRetailandRetailerWebsiteslTheAmazonmomprogramsavesshoppers5centsperdiaperoverthenextcheapestalternative,andnearly7centsversustheco
8、mpetitivenationalretaileraverage.lInterestingly,Sam’sandBJsarenextcheapestatapennylessthanWalmartandAma
