The likelihood is though, that this only
makes you equal to Amazon, not better.
This won’t be enough to survive and
compete. So, what else?
Customers love a specialist.
No-one loves Amazon, not really. We
go there for things we can’t easily find,
or for prompt delivery. It is commodity
shopping, not a fan experience.
Customers looking for inspiration
want a specialist with a clearer choice
of goods and expertise. So, to com-
pete against Amazon you need to
promote your specialist credentials.
You have to make it clear in your
branding, range and user experience.—
Philip Rooke,
CEO, Spreadshirt“ Focus on what
your business
does best.
Develop a
deeper brand
rather than
broadening
your scope”
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CLOUDAUGUST 2019