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V1.0 Amazon Money 2020

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by

Elisabetta Bruno

on 2 May 2018

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Transcript of V1.0 Amazon Money 2020

Growth
Customer Trust
Trust in Connected Commerce
Patrick Gauthier
VP
Amazon Payments
is earned through:
Credibility
Integrity
Empathy
Trust
Common concerns:
Building trust where it matters
Focus on communicating to your customers that you will:
New business models are pushing the boundaries of consumer trust in return for better customer experiences
Marketplaces
Car sharing
Short Term Home Rental
Secure Their Data
Guarantee Their Purchases and Satisfaction
Protect Their Privacy
Deliver as Expected and on Their Terms
Be on Their Side
There's big value to be gained from customer trust
Trust is the most important factor in online decision making
The role of trust in innovation adoption
The role of trust in innovation adoption
Case in point
Trust is at the heart of the Amazon business model
Trusted
brands
of people have paid for more products or services
37%
have recommended them to friends/colleagues
59%
have shared positive comments online*
41%
*Source: PYMNTS.COM Survey, July 2015
of people say trust is very or extremely important in where they choose to shop.*
78%
Most important factor when considering how comfortable you would be paying with "new" options on a mobile device?
Q:
Our mission is to give everyone the ability to have a successful ecommerce business. We have one of the most popular open source ecommerce platforms in the world.
250,000+ active stores
Software in 65 languages
1 million community members
Stores running in 190 countries
Zippo
Tiny Cottons
Safe Waterman
Germany
Spain
Italy
We developed an integration between PrestaShop and
Amazon Payments
Now anyone who is an Amazon customer can go from browsing to buying, on a PrestaShop store, using their Amazon payment and shipping information

*Source: The Role of Trust in Customer Relationships – Prof. Chris Halliburton and Adina Poenaru
*Source: Sitejabber
*Source: The 2016 Edelman Trust Barometer 2016
Customer Trust
Deliver on expectations
Preference
100 merchants’ downloads per week of the Login and Pay with Amazon module
*Source: Sitejabber
Customer Trust
of people have refused to buy products from companies they didn't trust
48%
of people have shared negative opinions*
28%
Behavioral intention to use (BI)
Actual system use
Perceived ease of use (E)
Attitude toward using (A)
Perceived usefulness (U)
External variables
*Source: Venkatesh.; Bala, H. (2008), Technology Acceptance Model 3 and a Research Agenda on Interventions
47%
Trust, Security & Safety
Familiarity & Experience with Company
Reputation & Comfort with Company
The Original Amazon Flywheel
Growth
Growth
Growth
Customer Trust
Deliver on expectations
Preference
Growth
Customer Trust
Deliver on expectations
Preference
Growth
Trust Flywheel
Shop Direct
Untrusted
brands
12%
10%
21%
Nordstrom
Netflix
Merchant A
Merchant B
Customer Trust
Customer Trust
Which trust eco systems will you work with?
"Amazon isn't the price king.
It's the trust king"

Ron Rule, CEO of As Seen On TV (2016)
Thank you!
Patrick Gauthier
VP
Amazon Payments
Corinne Leibowicz
CEO
PrestaShop
6%
4%
None
Other
Ease
Adidas
All Saints
"I can't tell what the product is really like"
"My credit card information being stolen"
"It's not a 'real' store"
"They will sell my personal information"
"If I don't like it, I'll be stuck with it"
"No one will help me with my order"
"I wouldn't be able to track my order"
Full transcript