Amazon powers office supply category through Twitter contest
Amazon is appealing to consumers making New Year’s resolutions while driving sales with a contest asking users to share their favorite organizational product.
With many individuals working on various aspects of their lives, a large portion is interested completing organizational tasks and Amazon is hoping to drive sales through this market. The contest on Twitter is prompting users to share with followers which organizers available for purchase through Amazon they are interested in purchasing, for a chance to win a gift card.
“With so much opportunity to gamify and storify social promotions, this is a very pedestrian attempt to drive engagement,” said said Gary Schwartz, president and CEO of Impact Mobile.
Driving insight and sales
The contest is rewarding consumers for browsing Amazon inventory with the promise of winning $100 gift card. Shoppers have to pick from the organizers and office supplies for sale on the digital retailer to be eligible, which drives the opportunities for more purchases.
Twitter users must reply to Amazon’s tweet announcing the contest and list their product of choice, including the hashtags #freesameday and #sweepstakes to be eligible. The contest is promoting Amazon’s free same day shipping program through Prime subscriptions, and is hoping to ramp up members as well as drive sales.
Amazon will also be gaining insight into its shopper and follower, by having consumers list what products they are interested in and how they respond to the contest the retailer can gain more information on what consumers like. Any information retailers can garner about its shopper can help create more meaning marketing and commerce experiences.
The contest is running from now until January 8, as the first week of January has many consumers starting tasks to complete their resolutions.
Amazon mobile strategy
Mobile and social efforts put Amazon on the mark as a top digital retailer, as its bullish strategy keeps it on the map.
For instance, Starbucks tested mobile delivery in Seattle recently, hoping to recreate its mobile payments and ordering successes, but it is likely to be Amazon, which has expanded its restaurant delivery offering to Baltimore, that will dominate mobile delivery news in the future (see more).
Social media also played a vital role in the 2015 holiday retail season, with the best deals generating the most buzz and Amazon dominating conversation according to a report by Brandwatch (see more).