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Nike won’t sell directly to Amazon anymore

cnbc.com

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Re: Nike won’t sell directly to Amazon anymore

#3

Post by davidhyde »

People don't mind buying from a vendor's site directly but the vendor should do their best to reduce the admin / pain of doing so.

Some tips I wish vendors would follow:

1. Don't capture more information than is absolutely necessary for the transaction.

2. Don't force the user to sign up or join anything if they just want to buy something.

3. Don't automatically add the user to your newsletter and send their details to your ad network. Be very explicit that you won't do this.

4. Tell the user up front how much postage will most likely cost and expected delivery time before you capture all their details. You can guess their general location from their IP address of have them select a city.

5. Have multiple payment options (like paypal for example), not just credit card.

6. Up front, tell them what you need from them before they can complete the transaction. Nobody likes working through an endless data collection wizard only to stop half way though because you don't want to give up that data or get bored filling things in.

It's really not that complicated.

Re: Nike won’t sell directly to Amazon anymore

#4

Post by mikece »

davidhyde wrote: post #3

People don't mind buying from a vendor's site directly but the vendor should do their best to reduce the admin / pain of doing so. Some tips I wish vendors would follow: 1. Don't capture more information than is absolutely necessary for the transaction. 2. Don't force the user to sign up or join anything if they just want to buy something. 3. Don't automatically add the user to your newsletter and send their details…

That would be ideal but every piece of data they capture is a component for a future sales funnel. The smart way to do this would be to have some boilerplate language about respecting user's privacy and having a minimum number of required fields and then baiting you to provide more info for discounts, insider info, and whatever else they are willing to give as digital tchotchkes in exchange for more and more marketing data.

Re: Nike won’t sell directly to Amazon anymore

#5

Post by jinushaun »

devicetray0 wrote: post #2

> The news also follows the recently announced hiring of John Donahoe, former eBay CEO, as the sportswear retailer’s next CEO. Hmm, I see..

The cynic in me sees this less as a change motivated by improving the customer experience, and more about Nike promoting their own walled garden.

To be fair, Amazon is the LAST place I would buy Nikes. Counterfeit risk is too high. Comingling inventory is the worst.

Re: Nike won’t sell directly to Amazon anymore

#6

Post by dazc »

Manufacturers are moving towards selling direct to the consumer and, although this is an obvious progression, most seem to be quite inept at it? (@davidhyde has listed a lot of valid points).

That said, amazon's fashion/footwear is a bit of a hit and miss experience here in the UK. Multiple listings for the same product, poor quality own brand merchandise, branded products with very limited colour/size combinations, and so on.

I expected amazon would have smashed this by now but it seems to get worse and worse?

Re: Nike won’t sell directly to Amazon anymore

#10

Post by bookofjoe »

jinushaun wrote: post #5
devicetray0 wrote: post #2

> The news also follows the recently announced hiring of John Donahoe, former eBay CEO, as the sportswear retailer’s next CEO. Hmm, I see..

The cynic in me sees this less as a change motivated by improving the customer experience, and more about Nike promoting their own walled garden. To be fair, Amazon is the LAST place I would buy Nikes. Counterfeit risk is too high. Comingling inventory is the worst.

See, for example: https://www.cnbc.com/2016/07/20/birkenstock-quits-amazon-in-...
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