Over the past three years, Elements of Value® such as reduces effort and avoids hassles have become more important catalysts for consumer loyalty in mass merchandising as measured by Net Promoter Score®. Amazon delivers on these quite functional elements at a very high level, several consumer surveys by Bain & Company have shown. Its ascendance illustrates how some companies, as their innovative business models help them to expand their market share, can change what things really matter to consumers across a category.
Lori Sherer is a partner with Bain & Company’s Customer Strategy & Marketing practice. She is based in San Francisco.
Elements of Value® is a registered trademark of Bain & Company, Inc. Net Promoter®, Net Promoter System®, Net Promoter Score® and NPS® are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.