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Discussion: Retail and Etail Square Off
Nicolas Carrillo
Liberty University Online School of Business
BUSI 330-D05 Principals of Marketing
Professor Denise Peterson
November 12, 2021
Describe how Amazon’s marketing strategy is impacting conventional retail stores. What
specific advantages do online merchants offer shoppers over brick and mortar department
stores? What advantages do conventional department stores offer over online shopping?
Amazon is an online retail store that continues to grow and innovate their strategies in the
business word to continue providing good service and attracting more customers. Amazon has
adopted multiple strategies to continue reaching out to new demographics buy using solid tech
infrastructure and decreasing prices. One of their strategies is that thy continue to adopt and bear
evolutionary adjustments to beat out their competition and brick and mortar department stores.
The global online retailer is a pioneer of fast, convenient, low-cost shopping that has attracted
millions of consumers. Of course, while Amazon has changed the way many people shop, the
company still faces the traditional and daunting task of creating a seamless flow of deliveries to
its customers—often millions of times each day (Kerin, R. A., & Hartley, S. W. 2022, Pg 351).
Amazon provides to its customers the same low-cost item as retail stores competitors;
however, Amazon provides a vast array of choices from all over the world. When shopping in
Amazon.com customers truly feel like they have the world of retail in their fingertips. In
addition, the vast options that amazon provides the convenience if having the purchase delivered
directly to the front of your home. Another advantage that Amazon have over brick and mortal
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department stores is that Amazon continue to make purchases easier to customers throughout the
develop of technology that makes it more accessible to make purchases, with the help of apps,
smart phones, and electronic payments.
One of the biggest advantages of traditional local retail stores is that customers can buy
and received their product on the spot. Retail stores also provide the customers the opportunity to
inspect the product and even try if it fits before making the purchase. In addition, shopping is a
social activity that can be enjoyed with family and friends.
How are brick and mortar retail stores reacting to online competitors?
Brick and mortal retail stores still having a lot of advantages over the online shopping
competitors. Being able to inspect and physical see the product before purchase is always going
to have an advantage over waiting for the product to arrive at the front of your door. In addition,
to this advantage by default brick and mortal retail stores are using an innovating strategy to
offer better deals in-store. BestBuy takes advantage of this strategy and implemented it to combat
e-commerce competition by matching prices in store with their e-commerce counterparts (Wertz,
J., 2018). Another strategy that local stores are offering is the local pick up, so they can but the
product form the store and it can be pick up in the store. This also help the stores getting
customer in the store “this benefits brick-and-mortar because it gets the customer in the door,
where you have another opportunity to sell to them” (Wertz, J., 2018). By using this pick up
metho customer can save money from shipping fees.
Can an “even playing field” be achieved for both the local retailer and the online merchant
offering the same products?
In today’s business strategies of brick and mortal sores are trying to offer similar options
on the top of the advantage of in store shopping. Retails stores are offering online ordering and
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curbside pickup, the convenience of online shopping without leaving your car. Although they
may not even to offer all the different vast option that Amazon provides, they definitely try to
provide similar experience of no lines, no miscommunication and contactless with other people. I
believe both options have advantages over the other option, there still a lot of old school
customer that rather go and physically inspect the product they are buying but also there a lot of
people that choose to not get out of their hose in order to buy what they want. As more young
people start to get involve in shopping, we can see that they choose convenience over local
stores.
How is Amazon applying technology in order to offer new products and services? What
new capabilities, products, and services may be on Amazon’s roadmap in the future?
Amazon continue to reinvent them selves by providing better and faster service. One if
their new strategy is the use of drones to deliver their goods in very futuristic way. Amazon
received a lot of attention when it revealed that it is developing unmanned aerial drones that
could fly small shipments to customers within 30 minutes (Karin, 2022). Technology is playing a
vital role in the enrichment as developing of corporations in their productivity, marketing and
distribution strategies. The addition to drones to large corporation, it a synonym of success as
they help to make faster delivery and real time tracking. “The development further frees up
financial and human resources for other supply chain and logistics needs. Amazon also has
drones and Amazon Prime Air, facilitating quick deliveries into their markets” (Mahmud, M.
2021).
Although the use of this technology will benefit the way of doing business, there still lot
work that needs to be done such, prevent data breaches and hacking. Another measure is that
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having too many drones flying within the community can potentially cause a safety hazard in the
early stages of their developing.
Biblical Integration: “Plans fail for the lack of counsel, but with many advisers, they
succeed” (Prov. 15:22 NIV)
I believe that the Christian business professional should surround their selves with people
that smart or smarter than you. “Plans fail for the lack of counsel, but with many advisers, they
succeed” (Prov. 15:22 NIV). When business making decision, the best laid plain can go awry
very quickly, especially if the decision isn’t well thought out. If one makes a decision just based
on believes or what they want, without taking other factors in consideration, the plan is likely to
fail. If you want to success, you have to surround yourself with people who can make the right
decision. I believe that while it may be difficult to ask for advice, it is always beneficial to get a
second opinion, especially in business decision, thoughtful prayer and counsel is key to success
in many areas of life, including business practices.
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References:
Kerin, R. A., & Hartley, S. W. (2022). Marketing: The Core. McGraw-Hill LLC.
https://prod.reader-ui.prod.mheducation.com/epub/sn_b949d/data-uuid-
4b0b42f2131f4c2ba41592ab25093352
Wertz, J. (2018). How brick-and-mortar stores can compete with e-commerce giants. Forbes.
https://www.forbes.com/sites/jiawertz/2018/05/17/how-brick-and-mortar-stores-can-
compete-with-e-commerce-giants/?sh=3a0f23ff3cc0.
Mahmud, M. (2021). Case Comparison of Major Digital Business Platforms: Amazon,
AliExpress and eBay. Turkish Journal of Computer and Mathematics Education
(TURCOMAT), 12(3), 5801-5808. file:///C:/Users/nicol/Downloads/10671-Article
%20Text-18966-1-10-20210825%20(1).pdf
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