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The Amazon Effect on What Consumers Value

Amazon’s dominance has actually changed which Elements of Value matter most to consumers in mass merchandising.

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The Amazon Effect on What Consumers Value
Elements of Value such as reduces effort and avoids hassles have become more important drivers of consumer advocacy
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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.

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Net Promoter®, NPS®, NPS Prism®, and the NPS-related emoticons are registered trademarks and Net Promoter Score℠ and Net Promoter System℠ are service marks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld. Elements of Value® is a registered trademark of Bain & Company, Inc.