Targeting Amazon's Power Shoppers

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Adults who make 75% or more of their purchases with Amazon — the power shoppers — buy from the app and want loyalty rewards. A deeper dive into Branding Brand’s recent survey of Amazon shoppers learned more about this segment of customers to understand how retailers can attract them away from the retail giant.

Rewards vs. Shipping

Of the features that could sway Amazon’s customers to buy from other retailers, 51% of power shoppers ranked loyalty and rewards programs above free 2-day shipping, at 49%. Lower pricing still tops the wish list of features, at 59%. 

 

App vs. Mobile Site, Desktop

Power shoppers buy from Amazon’s smartphone app more than any other channel, at 28% — compared with the 26% who shop via desktop site, and 23% shop from smartphone site. This group is more comfortable shopping and purchasing on mobile, with 51% typically buying from Amazon’s app or smartphone site. 

Takeaways

Because lowering prices and offering free 2-day shipping can be cost-intensive for retailers, the fact that Amazon's power shoppers value loyalty and rewards programs more offers a less costly alternative for brands to pull in these customers.

Loyalty engagement is key to driving app adoption. Shoppers who download a brand's app are more likely to buy, especially when they get something in return from an effective loyalty rewards program. 

Learn more ways retailers can develop digital strategies to better compete with e-commerce competition from our webinar recap below. 

 
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Topics: Trends Survey Company