This compels a customer to do less thinking and take an action for the fear of missing out on the deal FOMO: Playing with customer psyche of the fear of missing out (FOMO), the design of the Lightning deal has both a time and quantity constraint. E-commerce Marketing in India: Especially in the price sensitive Indian context, customers have responded well to price discounts as opposed to other offerings, which makes such deals an ideal marketing and conversion tool both from a customer acquisition and retention point of view If a business is able to communicate a fair and genuine value gain in an offering, this can be a great tool to draw customers and boost customer satisfaction The Discount Psyche: Customer group in general is always enticed by deals and discounts. Early Access to Mobile App: In continuation with the promotion of its mobile application over the web, certain Lightning Deals called Blockbuster Deals are made available on the mobile app fifteen minutes before the website Customer Analysis Demand Side Dynamics and Use Case AnalysisĪfter having a fair understanding of the product from the customer interface angle, we are in a position to analyze the rationale behind the product itself and the purpose behind many of its elements. Filtering: The main deals page also allows users to filter the deals as per Departments, Deal Type, Availability, Price, Discount and Ratings Also, select deals are categorized as Prime Exclusive Access, which are available to purchase exclusively to Prime members Prime Early Access & Prime Exclusive Access: Continuing with the model of providing extra benefits to members of its Prime loyalty program, Amazon gives a 30-minute early access on certain Lightning Deals to Prime users under the Prime Early Access deal. This serves as a good tool to create interest in users to come back to the site for the deals It does not show the price at which the deal will be available. It details the product name and the time at which the product will go live. Upcoming Deals: An Upcoming section details some of the deals that will be live at a later time. This induces a further sense of urgency among customers to take an action Missed Deals: The deals section not only displays the currently active and available deals but also shows many deals that were 100% claimed and bought by other users. This enables Amazon to fulfil maximum demand in case of inefficiencies such as customer cancellations In case of any availability, the waitlisted customer has the option to purchase the item. Waitlist: There is also a feature where a customer can join a waitlist if other customers have already booked the deal quantity. Further, there is no significant restriction on both the ticket size and the quantity of the stock in a deal Product Variety: This section is category agnostic and products from most categories are available here. Also, only the products which are Fulfilled by Amazon can be a part of this Product Type: Products that are part of Lightning Deals are required to have a minimum user rating of three stars. New deals can show up as frequently as every 5 minutes Frequency: Unlike the traditional format of flash sale where a single sale is marketed extensively for a long time and culminates into a single event, Lightning Deals are an on-going activity and different deals keep running throughout the day and night. Adding to the scarcity element, the time constraint design induces quick action The deal closes as soon as either the time expires or the stocks on offer get over. Further, if the user opts to add the item to his/her cart, they only have a limited window of 15 minutes to check out or else the product gets dropped from the cart. A countdown appears both on the main page and the listing. Time Constraint: A single deal runs for a limited period, which is usually around 6 hours. This design of scarcity leads to higher perceived value of the deal Further, in Lightning Deals, one user can purchase only one unit of a product. Though the absolute number of stock is not visible to the user, they can see the percentage of quantity booked by other customers in the form of ‘x% Claimed’. Quantity Restriction: Every deal has a predetermined quantity that is available in the deal.
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