I came across an interesting article on Siliconvalley.com today, concerning a new store launched by Amazon, back in the middle of December 2006.
The new online store caters to Shoes and Bags only, and is completely separate from Amazon.com and its worldwide online stores.
The first time I saw any reference to Amazon on the new store (http://www.endless.com) was when I went to checkout, and it referred to being ‘Powered by Amazon‘, which would enable me to login using my Amazon account.
I have to say this is the first time I have seen a company set-up shop in what really is competition to itself.
After all the US store of Amazon.com does stock Shoes and Bags, and from the article at Siliconvalley.com we read that Amazon started from scratch with this new store, not even using their own e-commerce software, the really only thing ‘Amazon’ about his Amazon store, is that your account can be shared with the Amazon.com stores, and that they will be using the warehouse’s from Amazon.
As a UK shopper, I do hope Amazon see this store expand to the rest of the world, well the UK especially, as they do seem to be making an effort to be truly customer focused.
They provide free over night shipping, and will refund the difference by 110% if you find the same product cheaper, up to 2 weeks after purchase, now that is truly making online shopping a customer focused service.
It is possible that Amazon saw their brand diluting a market which has some truly massive potential, as Siliconvalley.com point out
“Online shoe sales were estimated to reach $2.9 billion in 2006, and are expected to almost double to $5.7 billion by 2011, according to Forrester Research Inc.”
You do get the feeling when visiting Amazon.com that their product range is growing so much (36 product categories), that it may be counter-productive when it comes to the customer experience.
I personally feel a little overwhelmed with the list I am presented with when selecting the Product Categories pop up.
And from a web developer view point, you do get the feeling that the site has been built up in a layered effect, with them adding to the sites, rather then redesigning. This has meant that techniques such as CSS and other newer techniques are missing from the stores.
This new store on the other hand makes use of current technology, I especially like the close up option for viewing items, you can highlight an area of the image, and view really close up, and no Flash is used.
It does appear to be using a good deal of Ajax, there are nice transitions when you change say the number of items to list, the products fade out, and then in again with the new listing view.
Maybe Amazon’s first (were else do you see a brand competing with itself?) will be for the better, and maybe an inspiration to others.
Is it better to be all things to all people in the one site, or is it better to focus your site, and maybe even spread your products across sites.
Now of course few sites/brands have the brand awareness that Amazon do, and the ability to cash in it on and succeed in this way, but when you think about it, Amazon themselves are not advertising this new site as their own, merely bringing their know how and a fresh look at selling online.
As Amazon themselves say in the Siliconvalley.com article, this new site was start with a blank canvas, built from the bottom up with feedback from Amazon customers.
Could this be the dawn of a new age. A truly customer centred store, where we the customer design the store, not the developers or company executives?
Whilst in the end, the true financial winners will be the companies who embrace this way of selling, we the customer will also win, in having a shopping experience catering to us. And really is that not how it should be, after all without us, and our money where would these companies be?
Amazon’s new store article can be read at: http://www.siliconvalley.com
Carl Grint
Web Development Consultant
providing web development services including Web site design and development, E-commerce sites, the complete development of Intranets/Extranets and a wide range of Web applications.
Details can be viewed at www.cgw3.co.uk
Posted by Carl Grint 