The driving force of AmazonFresh is its primary target market: online shoppers. Amazon’s current strategy is to transition its Prime subscribers to also start using its Fresh service. This market segment already buys electronics and other items online. Amazon sees this as an opportunity for online customers to now fit groceries into their purchase selection. By promoting the motto “less shopping, more living”, AmazonFresh is convincing this target market to take the plunge into ordering groceries online (Perez). The reward: valuable time saved from physically going to a grocery store.
Amazon’s targeting of online customers is an exceptional strategy. Firstly, online shoppers are already accustomed to buying items through the internet. Secondly, the target market is likely to increase as consumers get familiarized with online services. According to comScore’s State of Retail report, “78% of the U.S. population has bought at least one item from an online store” (Fulgoni). As a growing market segment, the firm has chosen the right target market. In addition to this, AmazonFresh aligns itself to the needs of this market segment. In the UPS Pulse ...
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...not own a car. In 2012, “9.29% of households did not own a vehicle” (Madigan). This trend has continued to grow with millennials living in urban areas. To buy groceries they use public transportation. AmazonFresh is a service that can eliminate the difficulties of grocery shopping without a vehicle. This includes travel time and carrying the items back and forth. By targeting this segment, AmazonFresh would lower its delivery costs due to the density of an urban area.
Overall, AmazonFresh is tackling a multibillion dollar market through its online service. Its success lies on whether or not it can capture more market share. While online consumers are the right target market, it is not enough. The proposal is to embrace two other segments: working parents and no-vehicle urbanites. These two markets demonstrate great potential in the future of online grocery shopping.
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