Let's say a customer wants Nike shoes, has Amazon Prime, and does most of their shopping through Amazon. Before:
1.) Search Amazon for Nike shoes
2.) Buy shoes
3.) Close Amazon
4.) Receive (possibly counterfeit) shoes. If low quality or fake, perhaps think less of Nike.
After:
1.) Search Amazon for Nike shoes
2.) Observe no Nike shoes in results
3.) Google 'buy nike shoes'
4.) Visit nike.com
5.) Nike promotes sweatpants/sweatshirts/is running a sale/etc on landing page
6.) Possible conversion (customer is drawn in by promotions; ends up buying more than just the shoes)
7.) Receive authentic Nike merchandise, think highly of brand
It's a couple extra steps and this is oversimplified for a generic case. There's also places it could go wrong, such as if Nike chooses to collect and sell customer/transaction data. But if executed correctly, the switch benefits both Nike and the consumer while only hurting Amazon. Seems like a win-win-win.
1.) Search Amazon for Nike shoes
2.) Buy shoes
3.) Close Amazon
4.) Receive (possibly counterfeit) shoes. If low quality or fake, perhaps think less of Nike.
After:
1.) Search Amazon for Nike shoes
2.) Observe no Nike shoes in results
3.) Google 'buy nike shoes'
4.) Visit nike.com
5.) Nike promotes sweatpants/sweatshirts/is running a sale/etc on landing page
6.) Possible conversion (customer is drawn in by promotions; ends up buying more than just the shoes)
7.) Receive authentic Nike merchandise, think highly of brand
It's a couple extra steps and this is oversimplified for a generic case. There's also places it could go wrong, such as if Nike chooses to collect and sell customer/transaction data. But if executed correctly, the switch benefits both Nike and the consumer while only hurting Amazon. Seems like a win-win-win.