Why Amazon Shoppers are Like Trick-or-Treaters
by Colleen Quattlebaum, on October 19, 2017
Your Amazon customers are kind of like trick-or-treaters - and, by default, I guess that makes you the homeowner.
Here's what I mean.
Trick-or-Treaters Expect the Best
Trick-or-treaters are upfront about their intentions. Each time you cautiously open the door, that famous phrase is shouted at you: "Trick or treat!" In other words, "If you don't give me candy, there's a chance I'll mess up your house!"
Now granted, most trick-or-treaters aren't serious about the implied threat. In fact, most never even pause to consider the weight of the proclamation. But, on the off chance a few cantankerous teenagers stop by, the safe bet is to stock up on sweets and wait patiently for your doorbell to ring.
Of course, the next logical question is this: "What type of candy should I buy?"
Good question. On one hand, you'd like to spend the least amount of money possible. On the other hand, going too cheap (chalky candy, hard gum or peanut butter brittle) might backfire, thereby increasing your chances of getting teepeed. In a perfect world, you'd hand out king-sized chocolate bars to everyone - the neighborhood kids would be buzzing for weeks. Unfortunately, going too big is unsustainable - especially when kids from other neighborhoods find out.
You therefore settle on regular, full-sized candy bars, which is still way better than 99% of your neighbors who all bought "minis" - and, best of all, you can afford to buy enough and avoid running out.
With each trick-or-treater, it's exciting to experience the varying levels of "customer" joy. Many say "thank you." Some even jump up and down in excitement. Others run down the street to tell their friends.
Everyone is happy, yourself included. (Everyone, of course, except your cheap neighbors.)
Amazon Shoppers Expect a Sweet Experience, Too
The faceless Amazon shopper has quite a bit in common with your average trick-or-treater.
For example, most Amazon customers interact with you once a year (or, perhaps more likely, once in a lifetime). You've never met the vast majority of them, and frankly you're not sure how they found out about you. They just show up and expect you to deliver the goods.
Amazon customers also come into the relationship with a "trick or treat" mentality. Translated into eCommerce language, the Amazon customer's "trick or treat" would sound something like this:
"Hi there! I just placed an order on Amazon for a product that you sell. After checking out, I immediately moved on with my life and take it for granted that you'll provide me with an unbelievable experience. I'm a Prime member, so I expect the package to be here in two days. If you exceed my expectations, there's a chance I might say thank you (leave positive feedback). However, I probably won't - especially if you don't remind me to do so. Oh, and by the way...if the packaging isn't perfect, you ship my order to the wrong location or any other mishap occurs, I'm probably going to leave you a negative feedback. Trick or treat!"
Being the wise merchant that you are, you've taken steps to keep Amazon customers as happy as your trick-or-treaters. Such as:
- Keeping the right inventory levels at FBA warehouses
- Closely monitoring negative feedbacks, A-to-z claims and refunds
- Avoiding out-of-stock situations with proactive inventory management techniques
- Routinely asking customers to rate the service that you've provided
You may not have the budget for king-sized candy bars, but what you're doing works - as evidenced by your ever-growing feedback score. People love to stop by your Amazon store for their favorite goodies. Congrats to you!
Avoid Tricks & Get More Treats this Halloween
For Amazon sellers like you, the ultimate "treat" comes in the form of a positive feedback rating. If you want more treats this Halloween (or any time of the year, for that matter), you need to be asking more customers to leave feedback. A tool like FeedbackFive makes it easier to follow up with shoppers and, ultimately, collect more treats - I mean feedback.
Try FeedbackFive today for free.