If the customer completes the action, he or she will receive a special URL via text message or email, which leads to the physical or virtual reward that Amazon will deliver. They simply send the shopper an invitation to participate in an action - reach a spending threshold or play a game in an app - to get a reward. The participating vendors individually determines the actions and rewards. Amazon users don’t have to do anything but shop. They could potentially earn rewards from a handcrafted belt maker or from a music streaming service. And shoppers can apply many rewards, such as Amazon credits, toward something of value pretty quickly. Shoppers, in turn, have massive opportunities - more than 5 million sellers operated across all Amazon marketplaces in 2017, the most recent year for statistics. Moments is a coalition program of sorts, meaning any brand that sells products or services through Amazon can participate. Moments Worth Repeating - 5 Ways It Will Change Shoppingīut what do shoppers have to gain from this direct-to-consumer loyalty strategy in the long run? Here are five potential benefits that could change shopping expectations forever. It said net revenue increased nearly sevenfold after offering players of the game “Disney Heroes Battle Mode” $5 in Amazon credits for achieving level 15, according to the Amazon Moments developer site. Here’s an example from Amazon’s Appstore blog: If a brand calculates that keeping an active customer engaged is worth $50, it can offer a $40 set of headphones for an action considered important to the brand and still enjoy a comfortable margin of error.Īmong those brands that have tested Amazon Moments is Disney. It’s the rising-tides-lift-all-boats model - Amazon uses it size to do the back-end heavy lifting and its vendors affordably increase sales. The vendors set their own reward expenses, pay Amazon only when reward actions are completed and let Amazon manage the delivery.
This is where cost control really kicks in. The vendor just has to determine which actions generate the desired results (revenue or word of mouth) and the rewards, physical or digital, it will give in return.
Moments was developed so Amazon vendors could focus instead on the kinds of actions they want their shoppers to engage in, such as using an app or spending a certain amount of money. Essentially, these are the costlier operations of a reward program.
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