January 22, 2018
Learn how Amazon has succeeded in making Shiona McDougall, RAPP UK, a loyal customer.
"It seems Amazon has succeeded in making me a loyal customer: I choose Amazon even when I know that alternatives may be cheaper, faster, more convenient, or better suited to my needs. In fact, had I discovered a month ago rather than today that you can buy theatre tickets on Amazon too – they would have had an additional chunk of my Christmas wallet. There’s always next year I suppose.
Amazon has never materially rewarded my custom and yet year on year my spend has exponentially increased since my first recorded Amazon purchase in 2001 (Da Gospel According to Ali G, by Ali G – apologies if that was your Christmas Present in 2001).
Loyalty it seems isn’t about material rewards (or bribes) and we usually don’t rationally decide to become loyal customers. So how did I become so loyal?"
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