With the year 2016, coming to a rapid end, Amazon decided to create another one of its big holiday sales, in the same vein as that of Prime Day, back last year in July. Amazon decided to host Amazon Digital Day as a one day only, promotional event on the 30th of December.
It offered huge discounts on its digital goods for the day, with the rate of discount going as far as or over 80% of video games, 75% on digital comics and more than 50% of TV shows and films.
It appears as if Amazon is trying to capitalize on the idea that a lot of people just bought themselves or were presented a lot of new gadgets and needed to fill them up with all sorts of content. Come to think of it; it’s not a bad assumption to make.
Many posts and articles were made in light of that event across several internet platforms, where they tried to constantly keep the consumers updated on the array of products Amazon had started offering discounts on as time progressed, on the day of the sale.
Moreover, for those customers who wanted something more tangible in place of digital, they can still sign up Prime, and take advantage of their 30-day free trial.
While the one-day-only promotion, called Amazon Digital Day by Amazon was mainly targeted to capture the Post- holiday shoppers, it did offer what can vendors for other online shopping platforms, envious discounts to buyers on thousands of digital items.
Considering the scenario that this year customers shifted to digital goods more as opposed to physical ones, this move has provided Amazon with a huge holiday performance. Although, Amazon’s Digital Day hasn’t been able to outshine the sales figures offered by Amazon’s Prime Day.
These blowout promotions could, however, introduced new customers with Amazon and turned them into loyal Amazon only consumers by offering them their exclusive services. Amazon already conquered the holiday season in 2016. It stated that it shipped more than 1 billion things via its Amazon Prime and Fulfillment, by Amazon services.
Fulfillment by Amazon allows third-party vendors to sell on Amazon’s marketplace making use of the corporation’s logistics network to deliver their orders. In the year 2015, Amazon distributed 200 million items through Amazon Prime all through the holiday shopping season. Amazon Prime which at the present day, provides free two-hour delivery on specific items to Prime members in select zones, helped Prime members fulfill their last-minute shopping.
The most popular day of the holiday season for Prime Now orders was 23rd December 2016, according to the company. Amazon said that it more than doubled its sales on Cyber Monday in 2016 as compared to 2015. Nevertheless, it didn’t suggest any specific sales figures.
What made Amazon Digital Day successful was that holiday shoppers were a lot more open towards experiential gifts in 2016 instead of the customary tangible ones. According to PwC’S 2016 Holiday Outlook, almost half of the of in the United States had planned to purchase a nonphysical present this December.
If we are to be more specific, thirty two percent planned on gifting a gift card, which would give their recipients the power to spend them the things they would like to have on sites like Amazon. This undoubtedly had provided Amazon to market themselves a host of customers for their Digital Day scheme. This opportunity also paved way for the entry point of companies and services like Prime.
Looking forward, events like Prime Day and Digital Day could help Amazon continue tapping into even further e-commerce market share as it generates an entire ecosystem for shoppers, reducing the need for them to look somewhere else for their shopping requirements.
Within digital, consumers nowadays experimenting and spreading out across channels, for their purchasing needs, retailers are forced to expand their online marketing budgets and at times begin considering about going online.