Stratechery The Anti-Amazon Alliance
10 snips
Apr 28, 2020 Unconventional PR tactics during the pandemic reshaped retail, with Google helping retailers sell online. The shift from traditional advertising to digital is explored, focusing on buyer-centric marketing. Amazon's private label practices reveal a trust dilemma, contrasting with Shopify's customer connection strategies. The evolving retail landscape highlights new partnerships, as Google works with Shopify to empower small retailers amidst Amazon's dominance and regulatory challenges.
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Google Shopping's Free Listings
- Google used the pandemic to justify making Google Shopping listings free.
- Ben Thompson argues this change is unrelated to the crisis and signifies Google joining the "anti-Amazon alliance."
Shelf Space Dominance
- Shelf space was crucial for CPG companies, offering distribution and discovery.
- Swiffer's launch leveraged P&G's existing relationships with retailers.
Compressed Purchase Funnel
- Internet marketing compresses the purchase funnel, often into a single ad.
- Facebook's scale enables immediate conversions through targeted ads and iterative optimization.
