Retail giant leans on email; little if any sales staff needed.
Amazon yesterday sold one million daily deals vouchers in 17 hours and didn't need the help of its partner LivingSocial. Between 3 a.m. and 8:11 p.m. ET on Tuesday, the AmazonLocal initiative sold out of $10 Amazon gift cards priced at $5.
While it normally leans on LivingSocial's sales staff to create local deals with merchants, AmazonLocal's national gift cards deal didn't warrant such legwork. The two teamed up for a highly successful Whole Foods campaign last September. This time, Amazon simply focused a few of its digital assets to get consumers pressing the "buy" button.
"The popularity of this AmazonLocal deal shows that customers want unique and relevant deals that provide them with an excellent buying experience," an Amazon rep wrote to ClickZ via an email.
The Seattle-based e-commerce giant is off to an impressive start with daily deals, a marketplace it entered only nine months ago. It's fair to assume the momentum has gotten the attention of industry leader Groupon.
In particular, Tuesday's success suggests that Amazon has been able to build up a considerable email list for its young initiative. While the gift card offer was mentioned via AmazonLocal's modestly followed Twitter account (2,700 followers), the deal was not pushed via Amazon's Facebook page (3.2 million fans/likes) or chief Twitter account (235,000 followers).
That leaves plenty of credit to email marketing and Amazon's general power in the consumer marketplace.
August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.