Global Trends: Unfinished Stories by POPAI UK & Ireland

How to make an emotional connection with your customers through two-way storytelling.

The biggest question that we are being asked by our clients at the moment is this: “How can we compete with Amazon?”

In many areas it’s very difficult to compete with the retail behemoth. Amazon captured 53% of all dollars spent online in the US in 2016, and 63% of US households have Prime. Amazon’s supply chains, delivery options and frequent innovations in customer interfaces make for a frictionless and convenient shopping experience. But, despite its rapid growth and boundless reach, Amazon remains a faceless corporation whose customer touchpoints are distinctly lacking in any rich, memorable or emotional engagement. It’s a business with the personality of a cardboard box.

When competing with Amazon, storytelling is an important tool in moving the customer conversation from mere transactional convenience to more valuable and emotional territories. And it’s now more important than ever to get this right. 

Download the presentation given at the POPAI Shopper Seminar on the 7th December 2017 here.