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TECH BUYER Sep 2018 - Web Conference Proceeding: Tech Buyer - Doc # US44244618

The 2018 Holidays Will Be All Against Amazon

By: Greg Girard

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Abstract

This IDC Web Conference summarizes our recent research on how shoppers sized up their 2017 holiday shopping experience and the recommendations we developed for customer experience (CX) strategies for the 2018 holiday shopping season. Here's the challenge: Beyond its reach into tens of millions of households, catalog, and CX technologies, Amazon's hold on shoppers' wallets and shopping carts runs deep as a leader in satisfying gift givers' emotional needs — engendering joy in finding the right gift and confidence in being treated fairly and squarely.

This research points to a number of strategies for outflanking shoppers' emotional connection to Amazon. Top performers engendering joy employ quite different business strategies to reach shoppers in these emotional dimensions. Amazon offers massive breadth and depth, TJX and Ross Stores win with the treasure hunt for deals, Nordstrom succeeds with service and curated assortments, and Best Buy offers well-curated assortments and well-trained associates.


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