A Love Note to Amazon Fresh
I sit on my couch and try to open my eyes. I’d just shut them for a second but that turned into a minute and then maybe even hours. Why are my eyelids so heavy? Why does this feel so good?
But wait, my chest is filling with cement. I know what this means. But it can’t be. I haven’t done any of the things I was going to do in my two-hour-and-twenty-minute break. Pajama pants: still on. Inside of mouth: still gross. Grocery list: where’s a pen?
I realize it’s time to get my butt off the couch and get this family some food. But how on earth am I going to get dressed and get in the car and put all of these children in the car and fill my cart with food and then load it in my car and then drive home and put it all away and then make something out of of it? There’s just no way.
I’m too tired to tackle this now. Perhaps there’s something on Instagram that will make me laugh before I come back to this dilemma. I take a small me-moment to scroll my feed, further delaying the family feeding.
That’s when I see it. Crisp green box-bags overflowing with shiny apples and paper towels and boxes of mac n cheese. These box-bags could be on my doorstep tonight. And all I have to do is push a button linked to my Amazon account. I look over my shoulder. Who sent me this? How did they know? I am in love.
Most moms will tell you convenience trumps a lot of other things. It’s why we shop at Target: diapers, Starbucks and a cute new top all under one roof! It’s why we online bank: click, click, enter and our bills are paid! And it’s why grocery and meal delivery services are on the rise. In fact, online grocery shopping is poised to grow at an annual rate of 9.5 percent — with the potential to become a $9.4 billion industry by the end of 2017. One quarter of us are already using it (high-five girlfriend), with 55% saying they will in the future.
Amazon, with its crisp green box-bags, is the early leader, with a 22% share vs Wal-Mart’s 13%. And I have an idea why they continue to be the big boss: SUPER SMART MARKETING. Let’s break down the genius of their surprise attack:
Big data means they know everything about me and could hit me at the exact moment I would click YES. You see, I had done my Baby Registry on Amazon and filled in the little box that read due date. Amazon cleverly stored this away and then bam: hit me at my most sleep-deprived moment.
Smarty Amazon didn’t send me a flyer in the mail to get lost among all of the other pieces of mail slowly creating a tower on my counter. They didn’t send me an email to get smooshed between the other messages in my inbox (now counting 132 UNREAD). They casually placed a picture of fresh-looking groceries in neat green box-bags between my best friend at a Beyoncé Concert and my brother’s lunch at In-N-Out.
There was nothing complicated about what they were telling me. I didn’t need to read lengthy amounts of copy. I didn’t even have to type a word (which on the amount of sleep I had would be more difficult than I’d like to admit). I had to push a button. It said: START FREE TRIAL NOW.
Notice the word FREE mentioned above? As if I wasn’t already salivating at the prospect of this service, Amazon, my love, took the only barrier nagging at the back of my mind and quickly removed it. FREE TRIAL. No risk. Why not? (As an aside, the free trial, you must cancel or we keep billing you model really deserves a shout-out. What person who is only sleeping for two hours and twenty minutes at a time is ever going to remember to cancel a subscription? Ha!)
It was a sneaky move on Amazon’s part. So unexpected. But so RELEVANT. They nailed it all: the what, when, where and how. Had Wal-Mart used these skills, I’d be spending $225 a week with them. For all time. (That’s at a lifetime value of $468,000!)
Amazon Fresh, will you be mine forever and ever? I just don’t know how I could ever go to Vons again. Love, Skyler
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