Guess who's tapping into the timeless power of direct mail advertising? Amazon! Yes, the tech giant that's practically synonymous with online shopping and digital marketing is hitting mailboxes, everywhere.
If the titan of e-commerce, which revolutionized the digital marketplace, is leveraging the age-old art of direct mail (just like retail legends Sears, JCPenney, and Toys 'R' Us once did), isn't it time you considered it for your local business?
So, let's dive in. Why is Amazon, the modern-day king of retail, embracing direct mail? How are they doing it? Can it work?
Let's dive into the world where direct mail and digital tactics meet!
A Closer Look Inside Amazon’s Direct Mail Piece | The Holiday Catalog
With a revenue of $469.82 billion, Amazon is by far the largest eCommerce company in the world. So, why would this online marketplace giant embrace direct mail – a classic marketing tactic that’s sometimes considered “outdated”...
Well, the answer is simple, but also multi-faceted.
1. Personal Connection Through Tangible Interaction: Direct mail enables Amazon to engage with its customers on a personal level, offering a tangible experience beyond the digital realm.
In a world dominated by digital marketing, Amazon's decision to embrace direct mail this holiday season stands out for its inherent personal touch. Unlike Amazon's conventional digital strategies, direct mail pieces are tangible, something recipients can hold, touch, and even keep. This physicality automatically forges a genuine personal connection, fostering meaningful engagements with the audience.
For a retail titan boasting over 310 million customers, establishing a personalized connection with consumers is priceless. For large companies like Amazon, demonstrating appreciation for brand loyalty can be a daunting challenge when dealing with such a vast and diverse consumer base. However, through direct mail, Amazon was able to achieve the seemingly impossible this season.
When you receive one of Amazon's holiday catalogs in your mailbox, it’s adjacent to receiving a personalized letter or gift from a friend. In that moment, you don't just feel like another shopper; you feel appreciated, valued, and undeniably special. It's a sentiment that transcends the boundaries of scale, embodying the essence of what every business aspires for their customers to experience – a profound sense of significance and importance.
In fact, regardless of business size, 70% of modern customers say mail makes them feel valued as a customer.
2. Complimentary Digital and Physical Integration: Direct mail serves as a vital link that complements Amazon's digital initiatives across various media channels, creating a cohesive brand presence
At first glance, you might wonder how a direct mail catalog aligns with Amazon's digital realm. They are completely different mediums and seem worlds apart, right? Not so much.
Let’s take a look inside the catalog and see how Amazon brings the digital experience to life in print.
Above, is a screenshot of the Amazon app on which they are currently showcasing a page titled “most-loved holiday picks”. Also notice, on the bottom left, three primary filters – “categories”, “price” and “deals”.
And now, take a look at the holiday catalog on the right. Just like the Amazon app, this page spread is organized by category (stocking stuffers) and price (under $10 or under $25 options).
Now, shift your attention to the holiday catalog on the right. Mirroring the app's organization, it categorizes products, like stocking stuffers, and classifies them based on price—options under $10 or under $25. While the content varies, this consistent layout pervades every page and spread. Amazon's genius lies in this synchronization; their catalog echoes the app's filters and overall layout, reinforcing the familiarity customers have with the Amazon brand.
This strategic alignment allows Amazon to create an advertisement in a different medium yet ensures instant recognition. Picture a consumer flipping open a catalog to any page, absent of logos or brand colors, and yet, intuitively knowing the sender. It's invaluable—a testament to brand cohesion, consistency, and universal recognizability.
In the realm of marketing, this level of seamless integration doesn't just leave an impression; it leaves an indelible mark, illustrating the power of unified brand identity across diverse mediums.
3. Convenience Catered to Customers: Amazon’s direct mailer caters to its customer base by delivering the same level of convenience they seek online, ensuring a seamless experience even in the realm of physical marketing.
Consider the quintessential Amazon customer. What draws them in? The answer is simple yet fundamental: convenience – the cornerstone of Amazon's appeal as a comprehensive "one-stop shop."
Amazon caters to a clientele seeking unparalleled ease, both in finding all their desires under one digital roof and in the swift, streamlined shopping and delivery processes. The Amazon experience embodies simplicity allowing, for example, users to purchase with a single click using the "buy now" feature and enjoy the rapid 2-day Prime delivery option.
This same allure of convenience translates seamlessly into Amazon's direct mail catalog. Conveniently delivered right to customers' mailboxes, this catalog showcases an extensive, but meticulously organized, range of Amazon products all in one place. By allowing the customer to explore various product categories and price ranges in a single catalog, Amazon’s direct mailer is able to simplify the holiday shopping experience and enhance the user-friendliness it’s brand is built on.
To provide a brief example of its convenience, picture this. After receiving the catalog in your mailbox this season, you hand it to your kids with the simple task – ‘Circle your favorite toys for your holiday wish list’. This catalog has now been transformed into an interactive, personalized shopping guide and in an instant, you have a plethora of gift ideas at your fingertips.
All in all, Amazon's direct mail catalog not only replicates its online presence in terms of style and structure but also preserves the unparalleled convenience it provides. Integrating this recognizable appeal of ease with the tangible experience of direct mail, Amazon's catalog creates a seamless shopping journey. This approach ensures that the holiday season becomes not only festive but also effortlessly convenient for their customers.
Combining Direct Mail with Digital Tactics | The QR Code
In the realm of digital/physical integration and the convenience offered by this catalog, one cannot overlook perhaps the most brilliant aspect of this entire direct mail marketing campaign – the QR code.
On each page of the catalog, you’ll find a QR code (Quick Response code) inviting you to ‘scan to shop’. With a simple scan, you are whisked away to the Amazon website, where you can explore and purchase any of the hundred items featured in the catalog.
So, why is the incorporation of the QR code so “brilliant”? Let’s get into it.
The QR code – For the Consumer
In Amazon's holiday catalog, the introduction of 'scan to shop' QR codes has revolutionized the shopping journey for the modern consumer by seamlessly bridging the gap between physical and digital experiences.
These QR codes act as instant portals, whisking customers directly to the Amazon website with a swift scan. No more tedious page flipping; a single scan grants immediate access to any of the hundred featured items, blending the charm of traditional direct mail with the speed and efficiency of digital shopping.
Imagine receiving the catalog, scanning a code, and voilà – your desired product appears on your screen, ready for purchase. This seamless fusion of traditional allure and modern ease transforms the catalog from a mere piece of mail into a magical, effortless shopping experience.
The QR code – For Amazon
Not only are the catalog’s QR codes incredibly useful for Amazon’s customers, but also for Amazon itself.
- Track Response
Strategically placed QR codes in the catalog enable effortless 'scan to shop' interactions. Each scan provides real-time insights, revealing customer preferences and engagement patterns. This dynamic tracking transforms the catalog into an adaptive tool, allowing Amazon to promptly respond to customer demands.
- Attribution of Sales
Direct mail that lacks a tracking mechanism makes sales attribution akin to a guessing game. However, QR codes eliminate this uncertainty, providing clear insights. Unique QR codes associated with catalog items enable accurate sales tracking. When scanned, these codes link purchases back to the catalog, quantifying its impact. This precision informs Amazon's marketing and inventory decisions.
- Retargeting
Customer interactions, even without immediate purchases, yield valuable data. Unfinished transactions or items scanned but not bought offer retargeting opportunities. Amazon leverages this information to craft tailored promotions, reengaging customers and encouraging conversions. This strategic retargeting amplifies customer engagement, enhancing transaction completion rates.
What Does This Mean for Your Business? | Important Takeaways
So, what valuable lessons can you extract from Amazon's redefining of the shopping experience with the fusion of direct mail and digital strategies?
In short, the answer is simple: you can do it too!
Yes, Amazon might be the global e-commerce giant, but that doesn't mean the success of this classic marketing strategy is exclusive to them. Amazon has essentially demonstrated to businesses worldwide the potency of merging the personalized, tangible charm of direct mail with the convenience and efficiency of digital marketing. Remember, sometimes to be the best, you must learn from the best…
So, fellow marketers, take note: Amazon's direct mail brilliance is more than a holiday stunt; it's a strategic move that showcases the enduring power of direct mail in the digital age. Let this innovative approach inspire your own marketing endeavors and explore the limitless possibilities that await when you combine the best of both worlds. The future of marketing is here, and it's in your mailbox!