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The Amazon Effect on What Consumers Value
Amazon’s dominance has actually changed which Elements of Value matter most to consumers in mass merchandising.
Over the past three years, Elements of Value® such as reduces effort and avoids hassles have become more important catalysts for consumer loyalty in mass merchandising as measured by Net Promoter Score®. Amazon delivers on these quite functional elements at a very high level, several consumer surveys by Bain & Company have shown. Its ascendance illustrates how some companies, as their innovative business models help them to expand their market share, can change what things really matter to consumers across a category.
Lori Sherer is a partner with Bain & Company’s Customer Strategy & Marketing practice. She is based in San Francisco.
Elements of Value® is a registered trademark of Bain & Company, Inc. Net Promoter®, Net Promoter System®, Net Promoter Score® and NPS® are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.
Delivering What Consumers Really Value
Excelling on the Elements of Value® leads to revenue and market share growth.
First published in noviembre 2018