How many companies do you know that have more than 20 million
customers, quarterly revenues of around dollars 575 million and a brand
that consumers admire?
How many companies do you know that the moment you enter its store,
which you can visit 24 hours a day from anywhere in the world, you are
informed about all kinds of products that will interest you? If you
order a product in the morning, sometimes you get it in the afternoon.
If a delivery mistake is made and you get two copies of the same book,
the company lets you keep the extra book, but suggests that you give it
to a local school.
How many companies do you know that your friends and colleagues
consistently describe as being great? That successfully manages to
leverage its business in one area and enters new sectors quickly,
credibly and successfully? I know of only one company: Amazon. com.
I spend a great deal of time with executives who want to know the
secrets of being successful on the internet. There is no secret. Think
about what you are doing, deliver a fantastic consumer experience and
you will be successful. Try any shortcuts and take a short-term view and
you will fail. Take a look around and we’ve all seen it. It doesn’t
matter how much money you spend, if you don’t provide an excellent
service and an outstanding consumer experience, success will be
Amazon has never relied on spending huge amounts of money on
Instead they did what all companies should do, deliver on their
promises. Consumers trust Amazon’s brand because it’s built to last.
Positioning: Online bookshop
UK customers: 1.4 million
UK sales figures quarter one: pounds 28.5million.