CAMPAIGN DIRECT: SHOPPING WITH CAMPAIGN AMAZON.COM

THE BUYER Eleanor Trickett, Campaign

THE BUYER Eleanor Trickett, Campaign



Eleanor Trickett continues the series in which Campaign staff test a

product or service against the promise of its marketing. This month,

seduced by friends’ promises of a great experience, she uses her newly

found Internet prowess to visit Amazon.com, the Seattle-based online

book and CD store.



Three million titles, the home page says, so how do I make up my

mind?



Obviously, Amazon.com couldn’t bung its three million titles into a

single alphabetical list and let the customer get on with it, but I

always panic when asked to classify my literary taste.



There are plenty of widgets to point me in the right direction,

however.



There’s even a section entitled ’Oprah has chosen!’, informing me of the

chat show queen’s favourite books.



I decline to order her choices and go, parsimoniously, straight to Book

Bargains, having grasped the easy navigation system. On arrival, I found

it rather refreshing not to be able to judge a book by its cover. One

might otherwise miss such gems of titles as the Complete Book of Dried

Flower Topiaries. There’s something for everyone, and I put an

attractive Modigliani book in my shopping trolley.



As my browsing continues, I become aware that Amazon. com belongs to the

Ben & Jerry’s school of touchy-feely business ethics. There’s a bit that

invites subscribers to submit an online review, and a dedicated button

with which the author or publisher can reply. An invitation to ’Join our

Community!’ explains how its franchise system works and, by the time I

reach ’Join our Staff!’, I start fantasising about living in

Seattle.



Amazon.com comes into its own when you get to the CDs. I order a handful

of titles with relish. However, the shipping cost of the books mean I

have to remove the Modigliani from my shopping trolley. It’s cheaper to

get lots of books than just one and my ’must read’ list is not long

enough to make it worth my while. However, the CDs - even with a

shipping cost roughly on a par with the ridiculous prices UK companies

charge to plonk a parcel on your doormat - are still cheap enough to

make up for my disappointment.



Definitely an experience to repeat.



THE SELLER Bill Curry, Amazon.com



Amazon.com has been trading over the Internet since 1994 and has

recently bought Bookpages, a UK-based online bookshop. Amazon.com’s

acclaimed friendly and human approach to business seems to have spread

seamlessly to its PR.Here, Bill Curry, the director of PR at Amazon.com,

effortlessly ignores Eleanor’s praise and criticism and instead tells us

how wonderful the organisation is.



Amazon.com is designed to help you find exactly what you want and to

help you discover things you didn’t know you wanted. Left to her own

devices and without any prompting, Eleanor experienced many of the key

features of Amazon.com. For example, if you know you want Tom Clancy’s

new thriller, Rainbow Six, you can easily find the book with a key word

search. If you are in the mood for some music but don’t know a

particular artist or album, you can go to Moodmatcher and discover the

right CD for you. Our other reminders, bestseller lists, recommendations

and notification features are similarly designed to make suggestions for

books and music that you might otherwise miss.



At Amazon.com, all books get equal treatment, so obscure titles, books

from small publishers and hard-to-find books are equally accessible. We

also create bestseller lists for book categories to help you find just

the right book. The usual top ten bestseller list of blockbusters isn’t

much help if you are looking for a good cook book or a popular

children’s book. We can tell you which are the bestsellers and other

readers can tell you what they thought of them. Because we want

customers to have an enjoyable reading or music experience, we even run

negative customer reviews. The object is not to sell a book or CD. It is

to sell a book or CD you will enjoy or that may even change your

life.



As for fantasising about living in Seattle - in April, Amazon.com

acquired Bookpages, one of the largest online bookstores in the UK,

providing access to all 1.2 million UK books in print.



So, Eleanor, instead of visiting us in Seattle, you can visit us at

www.amazon.co.uk.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).