1. Get personal: Amazon
That’s no surprise to Brad VanAuken, chief brand strategist for The Blake Project consultancy. He says Amazon’s exceptional product accessibility, functionality and customer experience all converge to create a strong brand that consumers trust.
“With millions of products, 24/7 access, superior search and browse technology, user reviews and many other sources of in-depth product information, Amazon.com offers a superior purchase experience,” VanAuken says.
He adds that the brand–with its low prices and free shipping on orders over a minimum total–is seen as offering value, while its one-click ordering and quick-shipping options help shoppers save time. Consumers also rely on Amazon to have all the products they’re looking for, thanks to partnerships with other selling channels such as Partner Count merchandise.
While such a vast array of offerings could be perceived as impersonal, VanAuken says Amazon does an exemplary job of fostering relationships with consumers by helping them make decisions through recommendations of items based on past purchases, user reviews and ratings and suggested complementary purchases. Consumers also have many options for forging a personal bond with the brand, including user profiles, reviews and ratings, wish lists and Listmania lists for recommending favorite products.