Shopper Marketing - July 2017 - 30

PROGRAMS

How Amazon Prime
Membership Impacts
Digital Shopping Behavior
By Patrycja Malinowska

neW york - As shoppers increasingly use the
internet to purchase products, the opportunity for marketers is to optimize the digital
experience, grow their customer base, increase online sales and win share in digital
channels.
GfK senior vice president Natasha Stevens
posits that one way to approach the complexity is to parse the digital shopping behavior
of Amazon Prime shoppers - an estimated
65 million to 80 million people who generated $6.4 billion dollars in revenue in 2016
alone. Presenting alongside Christina Pate,
GfK senior research director, digital experiences, during a Shopper Marketing Summit
seminar in March, Stevens shared the results
of research the company did specifically for
the conference using digital data from GfK's
KnowledgePanel Digital.
Gathered from U.S. adult mobile device
owners metered with 24/7 tracking technology, the data indicated similarities and differences between Prime members and nonPrime members in overall use of shopping
resources, use of coupons and deals, breakdown of app usage versus site usage, and the
2016 holiday season. The sample size included 297 Prime members and 419 non-Prime
30

y SHOPPER MARKETING JULY 2017

members.
The biggest takeaway was a simple one:
Amazon is the most used shopper touchpoint
bar none, among both Prime members and
non-Prime members. Among the other learnings:

Don't Shy Away From Prime
Members
Prime members are spending a lot of time
outside of Amazon.com, and there are opportunities to engage them. They are much
heavier online shoppers overall, averaging
50 more visits to (and five more hours spent
at) online retailers than non-members during
the study. The study determined that:
n membership drives loyalty and frequency
of visit to Amazon.com.
n members visit pure-play e-tailers twice as
often as non-members.
n members are more inclined to shop for
groceries online.
n members are less likely to visit a mass merchant.
n members are more inclined to go to club
stores, indicating they may be more likely
to join membership programs beyond Amazon Prime.


http://www.Amazon.com http://www.Amazon.com

Table of Contents for the Digital Edition of Shopper Marketing - July 2017

Contents
Shopper Marketing - July 2017 - Intro
Shopper Marketing - July 2017 - 1
Shopper Marketing - July 2017 - 2
Shopper Marketing - July 2017 - 3
Shopper Marketing - July 2017 - Contents
Shopper Marketing - July 2017 - 5
Shopper Marketing - July 2017 - 6
Shopper Marketing - July 2017 - 7
Shopper Marketing - July 2017 - 8
Shopper Marketing - July 2017 - 9
Shopper Marketing - July 2017 - 10
Shopper Marketing - July 2017 - 11
Shopper Marketing - July 2017 - 12
Shopper Marketing - July 2017 - 13
Shopper Marketing - July 2017 - 14
Shopper Marketing - July 2017 - 15
Shopper Marketing - July 2017 - 16
Shopper Marketing - July 2017 - 17
Shopper Marketing - July 2017 - 18
Shopper Marketing - July 2017 - 19
Shopper Marketing - July 2017 - 20
Shopper Marketing - July 2017 - 21
Shopper Marketing - July 2017 - 22
Shopper Marketing - July 2017 - 23
Shopper Marketing - July 2017 - 24
Shopper Marketing - July 2017 - 25
Shopper Marketing - July 2017 - 26
Shopper Marketing - July 2017 - 27
Shopper Marketing - July 2017 - 28
Shopper Marketing - July 2017 - 29
Shopper Marketing - July 2017 - 30
Shopper Marketing - July 2017 - 31
Shopper Marketing - July 2017 - 32
Shopper Marketing - July 2017 - 33
Shopper Marketing - July 2017 - 34
Shopper Marketing - July 2017 - 35
Shopper Marketing - July 2017 - 36
Shopper Marketing - July 2017 - 37
Shopper Marketing - July 2017 - 38
Shopper Marketing - July 2017 - 39
Shopper Marketing - July 2017 - 40
Shopper Marketing - July 2017 - 41
Shopper Marketing - July 2017 - 42
Shopper Marketing - July 2017 - 43
Shopper Marketing - July 2017 - 44
Shopper Marketing - July 2017 - 45
Shopper Marketing - July 2017 - 46
Shopper Marketing - July 2017 - 47
Shopper Marketing - July 2017 - 48
Shopper Marketing - July 2017 - 49
Shopper Marketing - July 2017 - 50
Shopper Marketing - July 2017 - 51
Shopper Marketing - July 2017 - 52
Shopper Marketing - July 2017 - 53
Shopper Marketing - July 2017 - 54
Shopper Marketing - July 2017 - 55
Shopper Marketing - July 2017 - 56
Shopper Marketing - July 2017 - 57
Shopper Marketing - July 2017 - 58
Shopper Marketing - July 2017 - 59
Shopper Marketing - July 2017 - 60
Shopper Marketing - July 2017 - 61
Shopper Marketing - July 2017 - 62
Shopper Marketing - July 2017 - 63
Shopper Marketing - July 2017 - 64
Shopper Marketing - July 2017 - 65
Shopper Marketing - July 2017 - 66
Shopper Marketing - July 2017 - 67
Shopper Marketing - July 2017 - 68
Shopper Marketing - July 2017 - 69
Shopper Marketing - July 2017 - 70
Shopper Marketing - July 2017 - 71
Shopper Marketing - July 2017 - 72
Shopper Marketing - July 2017 - 73
Shopper Marketing - July 2017 - 74
Shopper Marketing - July 2017 - 75
Shopper Marketing - July 2017 - 76
Shopper Marketing - July 2017 - 77
Shopper Marketing - July 2017 - 78
Shopper Marketing - July 2017 - 79
Shopper Marketing - July 2017 - 80
Shopper Marketing - July 2017 - 81
Shopper Marketing - July 2017 - 82
Shopper Marketing - July 2017 - 83
Shopper Marketing - July 2017 - 84
Shopper Marketing - July 2017 - 85
Shopper Marketing - July 2017 - 86
Shopper Marketing - July 2017 - 87
Shopper Marketing - July 2017 - 88
Shopper Marketing - July 2017 - 89
Shopper Marketing - July 2017 - 90
Shopper Marketing - July 2017 - 91
Shopper Marketing - July 2017 - 92
Shopper Marketing - July 2017 - 93
Shopper Marketing - July 2017 - 94
Shopper Marketing - July 2017 - 95
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201708
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201707
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201706
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201705
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201704
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201703
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201702
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201701
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201612
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201611
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201610
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201609
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201608
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201607
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201606
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201605
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201604
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201603
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201602
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201601
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201512
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201511
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201510
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201509
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201508
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201507
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201506
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201505
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201504
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201503
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201502
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201501
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201411
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201410
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409
http://www.nxtbook.com/nxtbooks/ptp/sm_201408
http://www.nxtbook.com/nxtbooks/ptp/sm_201407
http://www.nxtbook.com/nxtbooks/ptp/sm_201406
http://www.nxtbook.com/nxtbooks/ptp/sm_201405
http://www.nxtbook.com/nxtbooks/ptp/sm_201404
http://www.nxtbook.com/nxtbooks/ptp/sm_201403
http://www.nxtbook.com/nxtbooks/ptp/sm_201402
http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
http://www.nxtbook.com/nxtbooks/ptp/sm_201311
http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
http://www.nxtbookMEDIA.com