Winning With Content: Staying Competitive With Amazon This Holiday Season

Opinion: Ease and convenience are not the only things valued by consumers

As retailers gear up for the most important months of the year, there are a variety of factors kept top-of-mind throughout the planning and optimization stages of holiday strategy.

Arguably more than ever, this year has seen significant hurdles to growth in the retail ecosystem, including mass retail store closings, more demanding and sophisticated consumer behaviors and attitudes and a new era in competitive e-commerce—mainly from online behemoth Amazon.

The ‘everything for everybody?’

While Amazon has been called the “everything for everybody” one-stop shop, it has not quite elevated itself to the position of a true brand experience.

If ease and convenience were some of the only things valued by consumers, it wouldn’t take much convincing to shepherd more shoppers onto the platform and keep them there for the long-term.

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