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John Rose's Blog

How Innovation Becomes Great Marketing

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.

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