Presentatie Werner Vogels, CTO van Amazon.com

Wermer

Werner Vogels is CTO bij Amazon.com waar hij verantwoordelijk is voor de technologische visie van het bedrijf. Oftewel het continu verbeteren van de innovatie ten behoeve van de klanten van Amazon op een wereldwijde schaal. Tijdens What’s going on in (R)etailing heeft Werner Vogels een presentatie gegeven over de belangrijkste principes van Amazon, de klantgerichtheid, het creëren van waarde uit data van de klant en de rol van analytics om effectiviteit te kunnen meten.

“One thing which is very hard for our customers is choice. Imagine that you have three toothpaste in front of you in a shop, it is very easy to make a decision which one you want. If you have 5 or 10 in front of you, that choice really becomes harder although you may still pick the same toothpaste. If you have 50 toothpastes in front of you, you go nuts because you do not know what to buy. But even if you know what you want and you take that one, people feel really bad about that choice. The more choice they have, the less likely they are going to be happy with the choice they have made. And this is offline, an example of a regular retail brick-and-mortar shop. There that palm is already present. Online this only becomes worse. We don’t have 50 toothpaste, we have 5,000. The likelihood that customers will be happy with the choice they had to make out of 5,000 is minuscule. “

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