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How Innovation Becomes Great Marketing

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I read recently in the Wall Street Journal about how Amazon wants to ship your package before you buy it. You read that correctly. BEFORE you buy it. Using the incredible wealth of data it has gathered from more than 100 million customers and billions of transactions, Amazon has developed a process that would allow it to ship items that they “think” their customers may want to buy.

The retailer has acquired a patent for “anticipatory shipping,” a method for delivering packages even before customers click “buy.” They do this by looking at previous orders, product searches, wish lists, shopping-cart contents, returns and even how long an Internet user’s cursor hovers over an item. They then ship flagged items to local hubs, ready to be delivered immediately when customers actually buy them.
Last year I read that Amazon was also considering using unmanned drones to fly packages to its customers directly. How cool would that be?
I think it is remarkable that just the possibility that Amazon might incorporate these methods into their business generates worldwide publicity and contributes to Amazon's reputation as a company that wants to meet and exceed the needs of its customers. Clearly Amazon is asking its employees to think outside the box to create a vision for the company’s future. And because Amazon has a history of innovation, we believe that they may actually employ even the most outlandish (drones, really?) ideas in their business.
How can your company better anticipate the needs of your customers? And how might you communicate this vision of the future to your audience? Great stories may be born not only from what your company has accomplished…but also from what it dreams of doing.

COMMENTS

November 2014
Cool Message :D
hese methods into their business generates worldwide publicity and contributes to Amazon's reputation as a company that wants to meet and exceed the needs of its customers. Clearly Amazon is asking its employees to think outside the box to create a vision for the company’s future. And because Amazon has a history of innovation, we believe that they may actually employ even the most outlandish (drones, really?) ideas in their business.
How can your company better anticipate the needs of your customers? And how might you communicate this vision of the future to your audience? Great stories may be born not only from what your company has accomplished…but also from what it dreams of doing.
December 2014
Paul Johnson
This is impressive, I think the secret to this is gathering the huge screeds of data that Amazon has on all customers, and this is the sort of integrative data that is spoken about in books like "The Loyalty Leap" by Bryan Pearson that allows you to make anticipatory decisions about your customers and their needs, and become the standard for customer service

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