Amazon has set the customer experience bar so high for eCommerce that it is nearly impossible to match for an individual brand.
We’re already seen huge jumps in eCommerce since the pandemic began, accelerating existing trends to the point where eCommerce now represents 33% of retail sales in Europe in 2020. How much will that number grow over the next two months?
As a marketer, I have a responsibility to protect the brands that I work for. The business people have other objectives, and in most cases my opinion has been discarded as being unrealistic. But I do dream of a day when I'm not asked about my Black Friday strategy and instead am free to find legitimate opportunities to acquire new customers in ways that respect the brand.
Through the utilization of a physical store and an online presence, brick and click stores get a number of perks that either business model misses out on when flying solo.
You want to control the customer experience to be able to optimize it, but if you can't assure a customer experience on par with your best competitors, you won't have much to optimize.