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Amazon power block: How to win in retail with Amazon's four pillar playbook

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Shop.org 2017
Bryan Eisenberg, Eisenberg Holdings

Published in: Retail
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Amazon power block: How to win in retail with Amazon's four pillar playbook

  1. 1. © 2017 BuyerLegends.com / @TheGrok #CCS2017 This is your title Slide Bryan Eisenberg, Partner, Buyer Legends, LLC @TheGrok
  2. 2. © 2017 BuyerLegends.com / @TheGrok #CCS2017 I. Customer Centricity II. Culture of Innovation III.Corporate Agility IV.Continuous Optimization
  3. 3. © 2017 BuyerLegends.com / @TheGrok #CCS2017 … Jeff Bezos, I do think is the most remarkable businessperson of our age. To succeed in two different big businesses in a huge way. I can't think of another example like it.” – Warren Buffett, May 9, 2017 “
  4. 4. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  5. 5. © 2017 BuyerLegends.com / @TheGrok #CCS2017 1994… The Story Begins
  6. 6. © 2017 BuyerLegends.com / @TheGrok #CCS2017 There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else. - Sam Walton “
  7. 7. © 2017 BuyerLegends.com / @TheGrok #CCS2017 1995… The Story Begins
  8. 8. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  9. 9. © 2017 BuyerLegends.com / @TheGrok #CCS2017 “ I asked the Eisenbergs to do a study of our web site… found something we had to fix immediately…
 We fixed it that night, and saw an immediate 5% lift in our sales. Bryan and Jeffrey Eisenberg are #1 in the online conversion game and there is no #2.” - Patrick Byrne, CEO of Overstock.com
  10. 10. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  11. 11. © 2017 BuyerLegends.com / @TheGrok #CCS2017 22x 3.32% vs. 74% conversion rate. What exactly is 22x better?
  12. 12. © 2017 BuyerLegends.com / @TheGrok #CCS2017 The Amazon “Tribe” convert 74% of the time & spend 3-5x more
  13. 13. © 2017 BuyerLegends.com / @TheGrok #CCS2017 Jeff Bezos
 CEO & President amazon.com “The most important single thing is to focus obsessively on the customer. Our goal is to be earth’s most customer-centric company.”
  14. 14. © 2017 BuyerLegends.com / @TheGrok #CCS2017 “ People don't buy what you do; they buy why you do it. And what you do simply proves what you believe. - Simon Sinek
  15. 15. © 2017 BuyerLegends.com / @TheGrok #CCS2017 100% 80% 60% 40% 20% 0% Performance of companies 80% 8% “Delivery gap” Companies that believe they Provide a superior proposition Companies whose Customers agree Source: Bain Customer-Led Growth diagnostic questionnaire, n=362; Satmetrix Net Promoter database, n = 375
  16. 16. © 2017 BuyerLegends.com / @TheGrok #CCS2017 Prioritize
  17. 17. © 2017 BuyerLegends.com / @TheGrok #CCS2017 Actions Express Beliefs
  18. 18. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  19. 19. © 2017 BuyerLegends.com / @TheGrok #CCS2017 When things get complicated, we simplify by saying ‘what’s best for the customer?’ And then we take as an article of faith if we do that, it’ll work out in the long term.” “
  20. 20. © 2017 BuyerLegends.com / @TheGrok #CCS2017 Sam Walton’s 10 Commandments 
 1. Commit to your business. 
 2. Share your profits with your associates and treat them like your partners. 3. Energize your colleagues. 
 4. Communicate everything you possibly can to your partners. 
 5. Appreciate everything your associates do for the business. 
 6. Celebrate your success. 
 7. Listen to everyone in your company. 
 8. Exceed your customers’ expectations. 
 9. Control your expenses better than your competition. 
 10. Blaze your own path.
  21. 21. © 2017 BuyerLegends.com / @TheGrok #CCS2017 Day 1 #BeBetterToday
  22. 22. © 2017 BuyerLegends.com / @TheGrok #CCS2017 Unifying Principles
  23. 23. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  24. 24. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  25. 25. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  26. 26. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  27. 27. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  28. 28. © 2017 BuyerLegends.com / @TheGrok #CCS2017 “Your brand is what other people say about you when you’re not in the room.” Jeff Bezos, CEO & Founder relentless.com
  29. 29. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  30. 30. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  31. 31. © 2017 BuyerLegends.com / @TheGrok #CCS2017 Budget for Word of Mouth!
  32. 32. © 2017 BuyerLegends.com / @TheGrok #CCS2017 What are you doing to understand your customer? To collect more data? To deliver a 5 star experience from end to end?
  33. 33. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  34. 34. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  35. 35. © 2017 BuyerLegends.com / @TheGrok #CCS2017 First to Use Social Commerce
  36. 36. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  37. 37. © 2017 BuyerLegends.com / @TheGrok #CCS2017 SELLBUY Which business are you in? The business of selling your products, or helping your customers buy your products? @BuyerLegends
  38. 38. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  39. 39. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  40. 40. © 2017 BuyerLegends.com / @TheGrok #CCS2017 What are you doing to stay ahead of your customer? Where is your innovation happening?
  41. 41. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  42. 42. © 2017 BuyerLegends.com / @TheGrok #CCS2017 Execute rapidly!
  43. 43. © 2017 BuyerLegends.com / @TheGrok #CCS2017 Never have business teams that 2 pies of pizza can’t feed! via @TheGrok
  44. 44. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  45. 45. © 2017 BuyerLegends.com / @TheGrok #CCS2017 How quickly can you respond to customers? How quickly can you change? How well do your teams work together?
  46. 46. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  47. 47. © 2017 BuyerLegends.com / @TheGrok #CCS2017 Align Brand With Customer Reality Data •4 Key Inputs: •Selection: 7x the category depth •Price: 5 to 13% lower than top 5 competitors •Availability: 20 inventory turns, most orders fulfilled by Zone 0-1shipping •Experience: 13% higher American Customer Satisfaction Index “ If there’s one reason we have done better than of our peers in the Internet space over the last six years, it is because we have focused like a laser on customer experience.
  48. 48. © 2017 BuyerLegends.com / @TheGrok #CCS2017 Aligning Customers & Business Objectives
  49. 49. © 2017 BuyerLegends.com / @TheGrok #CCS2017 How do you measure success? How often are you experimenting? Are you testing ideas from the boardroom to stockroom?
  50. 50. © 2017 BuyerLegends.com / @TheGrok #CCS2017 I. Customer Centricity II. Continuous Optimization III. Culture of Innovation IV. Corporate Agility What Stands In The Way Of The Four Pillars? I. Organizational Focus II. Maintaining Staus Quo III. Competitor Focus IV. Misplaced Accountability
  51. 51. © 2017 BuyerLegends.com / @TheGrok #CCS2017 Can we talk about process first? …if the process we’ve used in the past is broken, let’s fix it, because, in fact, getting that process right is actually more urgent than the problem we’ve got right now…” “ Seth Godin
 Blog post, June 21,2014
  52. 52. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  53. 53. © 2017 BuyerLegends.com / @TheGrok #CCS2017 …The Buyer Legends framework allowed us to more effectively focus our efforts, improving the bottom line. And equally important, to make a more compelling case for change with our marketing, engineering and product colleagues." “ Paul Jeszenszky Head of Global B2B Digital Marketing Center of Excellence, Google
  54. 54. © 2017 BuyerLegends.com / @TheGrok #CCS2017 Your Day 1?
  55. 55. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  56. 56. © 2017 BuyerLegends.com / @TheGrok #CCS2017
  57. 57. © 2017 BuyerLegends.com / @TheGrok #CCS2017 The Money Is in the Data 
 But You May Fire Your Analysts! Bryan Eisenberg
 bryan@buyerlegends.com @TheGrok © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData bryaneisenberg.com DAY 1? FREE EVALUATION TOOL: https://belikeamazon.com/ fourpillars/ Bryan Eisenberg
 Bryan@bryaneisenberg.com @TheGrok

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