{"id":30798,"date":"2015-11-06T15:15:00","date_gmt":"2015-11-06T15:15:00","guid":{"rendered":"https:\/\/brandignitybeta.com\/demo\/brandlatest\/2015\/11\/06\/amazon-just-opened-their-first-real-life-bookstore-heres-why-that-makes-sense\/"},"modified":"2015-11-06T15:15:00","modified_gmt":"2015-11-06T15:15:00","slug":"amazon-just-opened-their-first-real-life-bookstore-heres-why-that-makes-sense","status":"publish","type":"post","link":"http:\/\/brandignitybeta.com\/demo\/brandlatest\/amazon-just-opened-their-first-real-life-bookstore-heres-why-that-makes-sense\/","title":{"rendered":"Amazon Just Opened Their First Real-Life Bookstore \u2013 Here\u2019s Why That Makes Sense"},"content":{"rendered":"<p><a href=\"http:\/\/www.brandignity.com\/wp-content\/uploads\/2015\/11\/amazon-local-store.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11467\" src=\"http:\/\/www.brandignity.com\/wp-content\/uploads\/2015\/11\/amazon-local-store.jpg\" alt=\"Amazon Book Store\" width=\"850\" height=\"567\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>It might be unfair to say that Amazon killed independent bookstores, but they\u2019d make a tempting suspect in a police lineup. With lower costs and wider selections, Amazon\u2019s meteoric success has also meant the free fall crash of many small, local bookstores.<\/p>\n<p>&nbsp;<\/p>\n<p>And that context makes the latest news all the more puzzling \u2013 <em>because Amazon just opened a small, local bookstore.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>Their flagship real-life bookstore, Amazon Books, opened for business in Seattle on November 2<sup>nd<\/sup>, 2015. And unlike their towering, sprawling warehouses, this store spans just 5,500 square feet, <a href=\"http:\/\/consumerist.com\/2015\/11\/03\/amazon-opens-actual-real-life-bookstore-today-in-seattle\/\">roughly a fifth of the size of your average Barnes &amp; Noble<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<p>As much as the news reads like a headline straight from <em>The Onion<\/em>, there\u2019s aspects of this launch that makes a great deal of sense. After all, they\u2019re using many of the same strategies in this launch that led the e-commerce giant to domination on the web. (But, you know, in real life this time.)<\/p>\n<p>&nbsp;<\/p>\n<p>In this post, I\u2019ll explain how Amazon is using the principles of digital marketing to launch their local bookstore. As crazy as it might seem for Amazon to take a swing at running a small bookstore, their approach illustrates how digital marketing principles can work both on and offline.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/_RZiHGUDvpg\" width=\"850\" height=\"480\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<h1><strong>Get to know your audience<\/strong><\/h1>\n<hr \/>\n<p>&nbsp;<\/p>\n<p>One of the essential advantages of online marketing platforms like Google AdWords and Facebook Ads is marketers\u2019 ability to deliver specific content to a specific audience. Importantly, these platforms allow advertisers to measure how their ads are performing, and continuously optimize them to improve conversions.<\/p>\n<p>&nbsp;<\/p>\n<p>While Amazon Books might appear to be like any other small book retailer, how they\u2019re targeting their audience gives them a distinct advantage.<\/p>\n<p>&nbsp;<\/p>\n<p>Amazon Books chose the city of Seattle more than just because it rests near their corporate offices. While there are plenty of things that Seattle doesn\u2019t have time for, <a href=\"http:\/\/www.movoto.com\/blog\/opinions\/things-no-one-from-seattle-has-time-for\/\">reading isn\u2019t one of them<\/a>; Seattle happens to take the #1 spot for Amazon\u2019s own list of \u2018Most Well-Read Cities\u2019. And their efforts to target readers doesn\u2019t stop with just location.<\/p>\n<p>&nbsp;<\/p>\n<p>In addition to prime book-selling real estate, the store also offers a supply of books tailored to local audience\u2019s tastes. Along with national bestsellers, they\u2019re also catering to Seattleites by using customer data, such as customer habits and shopping patterns, to stock books most likely to sell. Finally (but not surprisingly), Amazon Books is also offering Kindle devices at this location, a decision based on the <a href=\"http:\/\/www.marketforce.com\/press-releases\/item\/market-force-survey-reveals-nearly-everyone-owns-a-computer-printer-and-digital-camera\/start\/20\/num\/20\/\">growing demand for electronic readers<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<p>Using the same customer research that enabled Amazon.com to become the world\u2019s go-to online retailer for <em>everything everywhere<\/em>, Amazon Books has prepared itself for a local audience.<\/p>\n<p>&nbsp;<\/p>\n<h1><strong>Use the principles of CRO<\/strong><\/h1>\n<hr \/>\n<p>&nbsp;<\/p>\n<p>One of the greatest advantages of an online storefront is the ability to A\/B test everything to perfectly design a shopping experience most likely to convert visitors into paying customers. This practice is called conversion rate optimization, or CRO for short.<\/p>\n<p>&nbsp;<\/p>\n<p>Amazon Books illustrates that this practice doesn\u2019t have to stay online by using what they\u2019ve learned about customer behavior through their website, much like how grocery stores are designed <a href=\"http:\/\/appliedpsychologydegree.usc.edu\/wp-content\/uploads\/2015\/08\/psychology-of-the-grocery-store.png\">to appeal to consumer psychology<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<p>Instead of moving bulk product, Amazon Books is more interested in providing a limited stock of only 5,000 to 6,000 titles, presented in a way to sell more effectively. In addition to offering inventory targeted to their local audience, this bookstore includes some conversion-rate-boosting measures such as:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Improving shopper navigation:<\/strong> Instead of cramming books binding outwards to store a higher amount of inventory, each book is displayed cover outwards to attract shoppers. <em>As with websites, <\/em><a href=\"https:\/\/blog.kissmetrics.com\/common-website-navigation-mistakes\/\"><em>easier navigation<\/em><\/a><em> can help make a sale.<\/em><\/li>\n<li><strong>Offering proof of quality:<\/strong> Signage below each book includes things like bestseller status, averaged reviews rating on Amazon.com, and review snippets from real Amazon shoppers. <a href=\"http:\/\/unbounce.com\/landing-pages\/social-proof-proving-the-wrong-things\/\"><em>Social proof<\/em><\/a><em> is an essential part of persuading shoppers to convert.<\/em><\/li>\n<\/ul>\n<p>When considering the ways that Amazon is creating an optimized shopping experience similar to shopping on their website, it\u2019s much easier to imagine how Amazon believed that a small, local bookstore can be profitable in an age of e-commerce.<\/p>\n<p>&nbsp;<\/p>\n<p>While independent book stores will continue to struggle against the competition of online retailers like Amazon, this new book store should offer proof that offline businesses can gain an advantage by implementing customer data too.<\/p>\n<p>&nbsp;<\/p>\n<p>As the new vice president of Amazon Books Jennifer Cast said <a href=\"http:\/\/www.seattletimes.com\/business\/amazon\/amazon-opens-first-bricks-and-mortar-bookstore-at-u-village\/\">in The Seattle Times<\/a>,<\/p>\n<p>&nbsp;<\/p>\n<blockquote><p>\u201cWe\u2019re taking the data we have and we\u2019re creating physical places with it.\u201d\u00a0\u201cWe hope this is not our only one. But we\u2019ll see,\u201d she continued.<\/p>\n<p>&nbsp;<\/p><\/blockquote>\n<p>If Amazon\u2019s use of digital marketing strategies serves them as well in the real world as it does online, you might find a new Amazon Books locations opening soon near you.<\/p>\n<p><strong>Author Bio:<\/strong><\/p>\n<p>Tim Hand is a writer from Boise, ID who writes about small businesses, marketing, and web development. After earning his Bachelor\u2019s Degree in English at the University of South Carolina, Tim moved to the Treasure Valley to work with internet marketing firms as a content marketer and SEO. Connect with Tim on Twitter @TimWHand.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; It might be unfair to say that Amazon killed independent bookstores, but they\u2019d make a tempting suspect in a police lineup. With lower costs and wider selections, Amazon\u2019s meteoric success has also meant the free fall crash of many small, local bookstores. &nbsp; And that context makes the latest [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15600],"tags":[16723,16724],"class_list":["post-30798","post","type-post","status-publish","format-standard","hentry","category-local-search-marketing","tag-amazon-book-store","tag-local-amazon-book-store"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Amazon Just Opened Their First Real-Life Bookstore \u2013 Here\u2019s Why That Makes Sense - Brandignity<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/brandignitybeta.com\/demo\/brandlatest\/amazon-just-opened-their-first-real-life-bookstore-heres-why-that-makes-sense\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amazon Just Opened Their First Real-Life Bookstore \u2013 Here\u2019s Why That Makes Sense - Brandignity\" \/>\n<meta property=\"og:description\" content=\"&nbsp; It might be unfair to say that Amazon killed independent bookstores, but they\u2019d make a tempting suspect in a police lineup. 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