Jose Palomino

Is Amazon Dashing into a New Shopping Frontier?

March 15, 2016

Amazon – the one-stop site for anything and everything you could possibly need. I’ve bought lots of stuff through Amazon – more and more each year. Of course, it’s quick and efficient – and you can even find some amazing deals. Within the past year they have released a product that could revolutionize the way I (we) shop – Amazon Dash.

The Amazon Dash button is a convenient little plastic button that connects to your home Wi-Fi to make more purchasing a no-brainer. After a quick setup, customers have the option to choose which brand and size of an order to buy and provide a credit card number with the option of Prime still available. Plus, there’s no need to worry about accidentally bumping into it and purchasing 5 more packs of paper towels that you don’t need as it only puts one order in at a time and won’t process a new order until you have received the first shipment.

Sounds perfect, right? Well, I’m not convinced.

Think about how many times you have run out of paper towels at the most inopportune times, but only realized your stockpile was gone when little Johnny decided that the sink hose is now his favorite play toy. Had you utilized your Dash button the moment you saw you were running low, this disaster could have been avoided. But instead, you have a wet mess on your hands and no paper towels. For the future-oriented individual this may be a great option, but for those of us who can be – we’ll go with “unobservant” – at times, the less-than-instantaneous nature of Dash can be a problem. Of course, Star Trek-like transmission of matter isn’t my expectation.

We have become accustomed to instant gratification. The quicker we get things, the better. If Johnny’s Mom doesn’t have her paper towels the moment she needs them…she’ll be frustrated and run to the store and grab them herself. Even with Dash, she’d need to get in her car and go get paper towels. While this is obvious, it brings me to my next point. What is the trade off when convenience outweighs everything else?

If you were to go to a physical store you would have many more immediate options to choose from at various price points. However, with Amazon – or online, generally – you’d have access to every brand at multiple prices.  Though it may take extra time out of your day to go to the store, you get to experience immediate relief (Johnny’s Mom) while interacting with other people. What? You don’t go to the supermarket to see or meet people?  

Yeah. I didn’t think so. So, Dash is what it is – once you’ve chosen your (major brands only) regularly purchased product – you can literally press a button and 1 or 2 days later – there it is.

This will make some lives much easier. Me? I like shopping at the supermarket. It’s the one place that I can turn most of my brain off – talk to no one – and contribute to my family’s wellbeing. Why would I Dash that away? (I know, groan!)

Some food for thought:

  1. Are you always thinking about how to make your product or service more convenient?
  2. What have your competitors done to make (your mutual) customers’ lives easier?
  3. Do you have to have Amazon-level resources to apply some creativity to your customers’ experience?

{ 1 comment… read it below or add one }

грузоперевозки August 29, 2016 at 12:57pm

But the Dash button isn t a great product because it s not made for you or me. It s designed by balance sheet and wishful corporate thinking to make some middle managers very happy. Life with a home full of Dash buttons only served to remind me how unhappy I was with the modern Amazon.


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