subject: Amazon Customer Philosophy is behind Earnings Miss [print this page] This also shows the way in which their whole customer philosophy is geared towards repeat purchases. By forcing a full registration before making a first purchase, Amazon is willing to risk marginally fewer sales by not providing a guest checkout' facility, in return for a streamlined repeat purchase experience. Once a customer is registered, Amazon markets to them extensively using email, and when a customer returns to make their second purchase, it is done with a maximum of only six mouse clicks.
Amazon Customer Philosophy is behind Earnings Miss
