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An open letter to amazon

An open letter to amazon

A letter to the folks at Amazon, whose marketing people just don’t seem to “get it”.

Dear Amazon,

Thank you for the two books which you sent me yesterday.

The books arrived a day ahead of schedule, and throughout the buying process you kept me informed of when the order was processed, books dispatched, and when I should expect the books to arrive.  When I arrived at your site you knew who I was and showed me books which I liked, and by authors I have previously bought from you.  The buying process was straightforward and within a few button presses and mouse clicks I had effortlessly purchased a book, as well as adding a further book to a gift list as my birthday is coming up.  The money was lifted from my credit card at the right time, and when I used your order tacking facility the information provided was fully accurate.

However I am concerned that the font you used on your website wasn’t in keeping with the brand values of Amazon.  I am sure millions of potential customers have additionally been turned away by the fact that the RGB value on the green of your logo was off by two points on the scale.  Also, I think changing the background on the site would really promote your brand further, really driving up sales.

So what I’m really saying is, I’m commenting on your website the same way I might buy a new pair of curtains.  I think about what I kind of like, and what might look good and choose based on a set of criteria that I can’t even define.  Really I’m just fumbling in the dark to reinforce my own importance.

Perhaps you might want to implement some of my suggestions, because you know as well as I do, that by taking your eye off the stuff that matters and wasting time on this nonsense, your sales will start to plummet, but your marketing department should continue to feel warm and fuzzy about themselves and their huge importance to the world at large.

Best regards,

A Happy Customer.

By Gareth Dunlop

Gareth formed Fathom in 2011 and has been in the business of design performance for over two decades.

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