Thursday, July 16, 2015
Is it good PR to disappoint your customers? Amazon.com is about to find out. It is conducting its first off-season sale for its Prime customers, and some are unhappy with what is being offered at discount. Does it make sense to have done it, or should Amazon like Wal-Mart strive for low prices every day? Other merchants run sales until supply lasts and shoppers queue for a chance to grab something from a rack and run to a dressing room. Perhaps the experience is not the same online where customers expect a nearly infinite supply of goods. Amazon will judge the effectiveness of its strategy and adapt in years to come, but it doesn't need any more headlines about unhappy customers.