Discovering and integrating industry best practices into your own company's strategy is an important aspect to any business. In an era of constant change, there seems to be increasing confusion between best and next practices. In digital, changes or updates happen every few months, however we must remember that 'newest' isn't always synonymous with 'best'.
More often than not, people suggest taking an Amazon approach due to its perceived successful reputation. It's a lot easier to just duplicate the the supposed best, but it wont guarantee you maximized results. Before discussing what Amazon can do, you should stop and think what it can't do, especially in regards to your brand.
Don't jump on the bandwagon
Those who think in a more forward way aren't always trying to keep up with the latest technology just to jump on the bandwagon. They are basing their results on their wants and needs. Companies need to be different than their competitors in order to stand out. They don't walk the same path that everyone else has; they seek out diversity, not conformity. This is a vital characteristic for an organization to have, especially in the retail industry. In the retail business, the great merchants are more concentrated on creating worth rather than acquiring money. They produce remarkable products and even better shopper experience both pre and post purchase.
In order for your brand to really succeed, you should focus on educating your workers and customers with insightful articles rather than sales material. Providing expert educational insights will develop more worthwhile connections with your network. People love talking to (and feel more confident buying from) an expert who is assured in their brand. There has a been a major shift in this area. Nowadays, I can walk into a department store and ask for a product, and the merchant will just gaze at me vacantly. Delivering good customer service is free, and in return you can acquire a purchase and perhaps even a return customer. However, it appears that this exchange has been forgotten.
Quality Products Represent Lifestyle
If you haven't noticed, customer trends are now showing that quality products are rising in demand. To appeal to the modern customer who values these items, products must visually appear to be high-end and the marketing should represent a certain type of lifestyle. This has been a transition from early eCommerce, where cheap products sold in high volume were the path to profit. Now, if you look at any of the successful retail brands, they all share this common characteristic. They create the perception of quality in their products, so the product represents a certain lifestyle that people strive to attain.
Great technology really enhances a product and can be a determining factor as it can gain a consumers' trust and visual appeal. However, success for your brand doesn't only lie in the best and newest technology. You must focus on making yourself stand out through in all that you do.