Amazon Zigs and Zags Again
Even though Amazon may be hurting retail stores, Amazon opens its own stores. Now Amazon is going to invade your home with catalogs.
Toy catalogs will be mailed this holiday season to U.S. households and will be available in Whole Foods Markets (which Amazon owns), according to Bloomberg. With Toys-R-Us closing, it is time for Amazon to go for the market. Last year, Toys-R-Us did more than $6 billion in sales. That is enough upside potential that Amazon is trying every marketing effort to capture a larger share of that market.
Print continues to be an enigma for most in this digital age. The U.S. Postal Service research shows that 46% of U.S. consumers read catalogs last year. It would seem that people experience print in a different mindset than when they are on digital portals. Engaging with print is different and should be used for the right kind of product or service. For many, print is a sign of luxury products such as the Restoration Hardware catalog. Yet it still needs to be highly targeted to the audience, just like a digital ad.
Amazon is looking to expand its brand and exploit a marketing opportunity. We need to watch what this digital giant does in the traditional space. Amazon seems to do a great job of zagging while everyone else is zigging.