Amazon Dash – What does the one-click mindset mean for your brand?

Amazon is reinventing the shopping experience again with the Amazon Dash.

If you haven’t heard, Amazon Dashes are tangible $5 buttons (for Prime members) that you can stick anywhere, and when pressed, the buttons will automatically order and ship a single specific product to you.

Stick a Tide detergent button next to your washing machine. Or a Charmin button next to your toilet. When you’re running low, you no longer need drive out to the grocery store or even take out your phone to make a purchase, but just press the button without a second thought.

This is Amazon’s innovative approach to leveraging the internet of things to simplify the shopping experience, to bring the digital one click ordering to the physical world, and to create mindless habits that keep customers loyal to them.

It has become apparent that Amazon Dash, along with the slew of “do-it-now” apps from Uber to Instacart, is completely changing consumers’ expectations for their companies.

No matter what industry you are in or what service you offer, consumers will more than ever expect an instant and frictionless experience, much like the one-click apps they use on their phones.

Ease of use and convenience is no longer a ‘good thing to have’ but a ‘must have’. And you must deliver beyond that to keep your customer – for they are less patient and more ready than ever to go to another website or another app that is faster and more intuitive.

So how well do you know your consumers’ journey and the pain points they are experiencing?

Do you know when they use your product differently than intended? Do you know all the pain points that your consumers’ experience when they interact with your brand?

Where can you remove friction? Can you reduce 2 steps into just 1? Is there a point where the consumer would have to exert themselves to make a decision? How can you make the interaction more ‘mind-less’? How can your brand deliver something delightful that your customer did not expect?

By delving into your consumers’ journey, you can innovate your product or brand to meet the expectations of their “once-click” mindset.

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