Topic: Customer Experience
You know the saying, “two heads are better than one”? For many companies, this phrase is playing out in new marketing partnerships which allow for better consumer experiences than either company could provide on their own.
Amazon and Kohl’s Bridging Clicks with Bricks
Recently Kohl’s announced that it will begin accepting Amazon.com returns at certain U.S. locations, where they will pack and ship eligible items — back to an Amazon fulfillment center — for free.
“This is a great example of how Kohl’s and Amazon are leveraging each other’s strengths – the power of Kohl’s store portfolio and omnichannel capabilities combined with the power of Amazon’s reach and loyal customer base,” said Richard Schepp, Kohl’s chief administrative officer.
Additionally, specific Kohl’s stores will feature an Amazon Smart Home Experience which will provide a hands-on, interactive experience for consumers to try out a variety of Amazon devices.
“Kohl’s and Amazon share a customer obsession and we’ve joined together to leverage each other’s strengths and deliver a great experience … said future CEO, now chief merchandising and customer officer Michelle Gass.
“The whole retail industry is going through a massive transformation,” said Gass. “Those who ultimately are going to survive and thrive through this period are going to think differently…In terms of us staying relevant and interesting, surprising, engaging, it’s doing things like this, so that in the end we can take market share and win over (the) long term…[It’s] a bit of a laboratory to understand how customers engage with this kind of experience inside of Kohl’s.”
Dave Zimmer, vice president, sales and marketing, Amazon Devices commented. “Teaming up with Kohl’s provides an incredible opportunity to pair world-class customer and shopping experiences.”
Wal-Mart & Google Joining Up to Offer Voice-Enabled Shopping
In September, Wal-Mart shoppers could start linking their Wal-Mart accounts to Google Express to rapidly order via voice on Google Home or by shopping on Google Express. And while other retailers do offer items on Google Express, Wal-Mart’s partnership is the only one that allows consumers to link their user account with Google Express, enabling Google to use consumers’ past Wal-Mart order history to learn shopping patterns and recommend suitable products.
The integration will allow consumers to use a voice-device to state that they want to order a specific product. The platform will note their past purchase and ask if they’d like to re-order the same product again. If so, the order is seamlessly placed. Wal-Mart will be the first with this capability.
“We’re thrilled to partner with one of the most popular stores in America to help make your shopping faster and easier,” said Sridhar Ramaswamy, Google’s senior vice president of ads and commerce.
Wal-Mart’s head of e-commerce, Marc Lore noted on the partnership, “It makes sense for us to team up with Google… We know this means being compared side-by-side with other retailers, and we think that’s the way it should be…An open and transparent shopping universe is good for customers…”
About the Author:
Ernan Roman Direct Marketing’s Customer Experience strategies achieve consistent double-digit increases in response and revenue for their clients, which include IBM, MassMutual, QVC, Microsoft, and Symantec Corp.
As a leader in providing Voice of Customer research-based guidance, ERDM has conducted over 10,000 hours of interviews with their clients’ customers and prospects, to gain an in-depth understanding of their expectations for high-value relationships.
The results achieved by ERDM’s VoC-based strategies earned Ernan Roman induction into the Marketing Hall of Fame.
Visit his blog at: http://ernanroman.blogspot.com/