For Amazon’s customers, the distance between buyers and sellers is about to become much shorter. Amazon announced the launch of the "DashButton" feature for premium customers of the website. This magical "DashButton" can help customers instantly complete repeat purchases and refills of daily necessities on the Amazon website. For example, if you run out of laundry detergent at home, you can press this button and immediately order the same laundry detergent on Amazon.
Currently, this magic button supports up to 255 products from 18 brands, including Tide laundry detergent, Keurig paper cups, Olay facial cream, Huggies baby diapers, Bounty paper towels, Gillette shaving products, and more. These things that used to require you to run to the supermarket to buy, now you can just press this DashButton.
So how do you use this thing? You simply place it next to your grocery shelf and press a button when you're running low on product. Amazon will immediately send a new order reminder to your phone through the mobile app. The first merchants to join DashButton were all big fast-moving consumer goods brands. You must know Procter & Gamble, Clorox, Kimberly-Clark and Kraft.
Although many merchants are still in the invitation stage, DashButton developers are trying to build a complete product ecosystem in this button. Amazon hopes to add Whirlpool's smart washing machines and Quirky's coffee makers to the mix in the next phase.
Today, the rise of DashButton and online shopping systems has made all the previous marketing rules invalid. Now that home cabinets and store shelves are all integrated together, it has a greater impact on fast-moving consumer goods brands. The customer's purchasing process has said goodbye to shopping lists and offline stores.
New Incumbent Brands, New Mainstream Retailers Amazon’s innovation allows customers to instantly repurchase brands they already use, making the process of preparing shopping lists seem redundant. The emergence of DashButton has replaced the previous cognitive bias of consumers' brand preferences and instead given consumers a more lasting concept of current brands. Customers no longer have to choose among numerous stores and channels, and in-store marketing has become redundant, but the status of smartphones has suddenly been elevated. Mobile terminals have become the main tool for consumers and brands to interact. Our mobile phones have redefined what convenience means. More importantly, brands now have to consider how their products can stay in customers' homes for a long time, rather than creating fickle brand preferences.
As more and more brands look forward to joining DashButton, fewer and fewer brands will go to traditional distribution channels. For example, the old retailer Target relies on consumables to attract many customers. However, now faced with the popularization of DashButton and other similar technologies, these old-fashioned retailers have to change their strategies to face new challenges. In the near future, Amazon is about to become a new mainstream retailer, which will increase pressure on middlemen, offline retailers and fast-moving consumer goods companies in traditional distribution channels.
The emergence of DashButton is bound to bring many new questions. Will there be a third-party company on this button in the future to help consumers choose their retailers? Since customers prefer to receive their shopping packages at home, will fast-moving consumer goods companies cancel the budgets they originally invested in packaging and in-store marketing? Currently, technologies like DashButton are only available to high-end customers. Will they become popular among ordinary customers and include more low-income consumers in the future? Will DashButton cause wealthier consumers to stop patronizing offline stores like Walmart and Target?
This is the end of my introduction to Amazon DashButton today. Do you have any questions about Amazon DashButton? Welcome to leave a message in the comment area for communication.
