Are Amazon’s deficiencies inadvertently creating a blueprint retailers can use to succeed? Amazon shoppers say they would buy from other retailers if offered lower prices (66%), free 2-day shipping (60%), and loyalty rewards (37%) — pointing to strategies retailers can use to attract the youngest generation of consumers.
To better understand how retailers can compete with the e-commerce giant, leading retail app platform, Branding Brand surveyed 1,000 adults from Feb 17-22 who shop on Amazon and make the majority of purchases for their households.
How and Why They Buy
60% of Amazon shoppers buy using their mobile devices. Having a Prime membership is the top reason they buy from Amazon (31%), followed by low prices (29%). Of those surveyed, 58% were Amazon Prime members.
Of non-Prime-members, the main reason 45% buy on Amazon is to find lower prices. 37% of non-Prime members think Walmart is less expensive.
Attracting Young Shoppers
Major opportunities for retailers exist with younger shoppers — 76% of digitally native 18-24 year olds make less than half of purchases on Amazon. This group prefers in-store shopping and a seamless buying experience, and according to the survey, the leading way they buy on Amazon is with the mobile app at 35%. The rest buy on Amazon.com on desktop (34%) or mobile site (24%).
Only 1% of consumers say they use Amazon Dash Buttons or Alexa to shop.