Amazon only loves superlatives: the most references, the largest warehouses and of course the fastest deliveries whose site made its first marketing argument at the time of the company’s immediacy. Decryption at the controversial launch (see cons below) Premium Now, express delivery service in less than an hour in Paris reserved for its “premium” customers.
18,000 references
Since Thursday, from 8:00 to 10:00 p.m., seven days a week, Amazon offers Parisians to have the products delivered to their choice among the 18,000 referenced in an hour at their home. Stored in a warehouse of 4000 square meters in the XVIII th arrondissement, the offer covers very broad sectors, electronics and appliances, but no fridges or washing machines that we therefore can not be delivered in thirty-six minutes Average delivery time according to Amazon – however, no problem ordering eggplant and death rat poison a Sunday (we tested). The offer extends to the grocery store, including some fresh and frozen products. To access this service, the client must be a member “premium”, an annual subscription of 49 euros and 5.90 euros fulfill by delivery. For consumers the most “patients” – those willing to wait two hours before delivery – the race is free provided that the order reaches 20 euros
Launched in late 2014 in New York. this service called “Prime now” is now available in 44 cities worldwide. In Europe, the UK (London, Liverpool, Newcastle and Manchester) and Italy (Milan) were the first country to propose. In Paris, Prime Now orders deliveries are made by external providers via scooter or truck depending on the volume of the order. Amazon is also testing the service in suburbs
Please note, however, warns Frédéric Duval, Amazon boss for France. “It’s not the Amazon Fresh launch in France . “ Already available in the US and the UK, another delivery service of global e-commerce octopus concerns only food and worries the French distributors. Illustration of firepower: the Channel, Amazon Fresh offers a huge supply of 130 000 references in groceries, fresh and frozen. Enough to shake all hexagonal actors.
Competition heckled
Whether they watch or not, the hexagonal competitors Amazon will have to deal with the landing unawares Bonus Now . Starting with Hooray, the first hexagonal historical actor, established in 2000. The response from the online supermarket is to be strong: “For now, we are the only player in the home shopping market to be profitable.” An allusion to online commerce expert predictions which Prime Now will be unprofitable in the short term France – Amazon is profitable to date in the United States
. Houra to advance its historic know-how, the 2000 delivered Commons and its wide range of products: “the control of all the business of home delivery, technical logistics, is an asset incontestable. The delivery of fresh and frozen products requires special logistics, which places Houra not as a sender, but as a deliveryman expert home races. “ For all orders placed before 10 am Houra book in 15 hours and 22 pm the same day, over 27 preset slots. It costs between 0 and 9.90 euros, following the order and diligence of the customer. Conclusion Houra: “The arrival of Prime Now marks the entry of a new player in Paris and can help open up the market to more consumers.” When contacted, the Casino group, which has Cdiscount and Franprix, said for his part that he was “no comment on its competitors.” Still in December, its two subsidiaries engaged in ninety minutes in the capital and in Paris suburbs, with 5.90 euros. As for Ooshop, teaches online Carrefour also contacted, she did not respond to our requests.
Maximum integration
It does not go a week or so without the world leader – and French – of electronic commerce launches new service. Fort economies of scale generated by the existence of several tens of millions of subscribers to its premium service worldwide, Amazon can “build new services for customers that we would never have imagined otherwise ‘ recently explained to shareholders its CEO and founder Jeff Bezos. With the success of its data storage business through its subsidiary Amazon Web Services, more cost-effective than e-commerce, and its loyalty program whose subscribers tend to spend more and more often on the site, Amazon continues to gain in profitability. His strategy is simple: sell everything, to many people as possible, in a logic of maximum integration of product and distribution channel via its own aircraft, drones, etc.
Amazon now claw clothing. across the Atlantic, began to distribute its own food brands and household products and also produces TV series and its purpose connected, intelligent speaker Echo, he hopes to sell 10 million copies in 2017 . Echo gives the weather, can recite a recipe (500 services in all) and of course order products on Amazon.
diversification without limits that sometimes there’s a hitch, as in failure his phone Fire in 2014, with growth potential remains huge. For although still strong growth (+ 14.3% in France in 2015), e-commerce are not currently represents 7% retail, 10% against the US. Suffice to say that there is room for Amazon, in every sense of the term.
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