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Amazon’s tactics to build trust in ecommerce

Amazon Pay UK general manager Karen Pepper shared her perspective on winning ecommerce customer trust at the Drapers Fashion Forum on 12 October, held at London’s County Hall.

Look at satisfying the drive for immediacy

Pepper cited increasing demand for instant delivery, car shares, on-demand housing and streaming content as an indication of how the consumer mindset is shifting.

She said: “We are seeing a drive for convenience and demanding immediacy. These themes of instant gratification are driving the consumer, who want us to deliver on that. They want you to see who they are as consumers and what they want.”

Pepper pointed to artificial intelligence-powered personal assistant Alexa as an example of harnessing technological innovation to meet this demand.

Personalisation is key

“Customers want you to curate for them as well,” explained Pepper. “Again, [it is important to understand] who they are, what they want and being able to deliver on that. We have to be able to show them personalised offers.

According to Pepper, 78% say they’ll “only engage with offers if they have been personalised to their previous engagements with your brand”. “There is benefit in that – revenues increase by 6%-10% if you can craft these personalised journeys for consumers,” she said.

Blend physical and online experiences

“[It’s about] how it works in stores too. Customers want the same seamless experience online to be reflected offline,” she explained.

“Fundamentally we are about ecommerce identity, looking beyond the bend, so more than just online, and trust,” she said, adding that 90% of consumers “say trust is the most important reason they purchase online”.

Pepper concluded: “The question for all of us is: how do we build that trust and go forward and deliver on that? [For Amazon,] they’ll trust us with the kind of interaction and experience that they’re looking for from us to deliver.”

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