Amazon may have underestimated the negative blowback from its decision to raise the price of its Prime memebership to $99, according to a survey conducted over the last few days by Brand Keys, a leading retail research consultancy.
"Consumer expectations are always on the increase, and when it comes to online retail, they operate in a 'what-have-you-done-for-me-recently?' paradigm. Price increases weren't what Prime Members were expecting," said Robert Passikoff, found and president of Brand Keys.
Amazon announced the 25% price increase a week ago following rumors that it would raise the rate by as much as 50%.
In a survey conducted by Brand Keys March 14-16 among 1,050 Amazon Prime members, metrics showed that the Amazon brand took a blow to its normally high overall brand engagement and loyalty evaluations.
Loyalty evaluations among Prime members were down 10%, from 93% to 83%. Customers also took to the web and social media to vent their frustrations.
"I've been a Prime member for a couple of years but I am reconsidering it now," said Karen Hesse, a California notary public in a Facebook posting. "Now that Prime membership is taxed as well, I have to see if Prime saves me more than $110 a year. I like the free videos and the lending library that come with the membership but I don't think my use is that great."
Engagement takes a hit
Brand diagnostics showed that the price increase resulted in significantly negative effects to two important emotional engagement drivers for the Online Retail category: 'Brand Reputation' and 'Brand Value.'
"When a brand misses the mark when it comes to consumers' expectations, 'expectation' quickly becomes 'disenchantment,' and based on these assessments. Prime members seem really disenchanted with the Amazon brand right now," said Passikoff.
"Hard as it is to believe, there was time when consumers ordered a product, they paid for shipping and if they weren't happy, they paid to return it. It worked exactly like consumers expected it would," noted Passikoff, "but today that seems like a distant era?"
Zapposification
In 2003 Brand Keys called it the 'Zappos-ification of America,' brand differentiation and consumer engagement à la free shipping and returns and speed of delivery. Zappos, the innovative online shoe retailer, told consumers they'd receive their order in five days, but delivered in two. Consumers were pretty happy.
"'Delighted' you might say," said Passikoff. "And in order for other brands not to look as though they were lagging, they too offered free shipping and returns. This took various forms and offers, but in short order, consumers came to expect it, which is precisely the nature of delight, expectations, and brand engagement."
Amazon has been the No. 1 brand in Brand Keys' Customer Loyalty Engagement Index for as long as the category has existed.
For $79 a year members received free two-day shipping and access to a raft of free streaming videos, exclusive content, and added values like free e-book borrowing.
Tolerably happy
"If people weren't precisely delighted to pay, they were tolerably happy to get things fast and not pay extra. Estimates vary from category-to-category, but membership programs like these tend to attract consumers who spend more, sometimes significantly so. So it should work out for everyone, right?" said Passikoff.
Passikoff said there appear to be business justifications for Amazon's decision -- chiefly higher shipping costs -- but he said that consumer decision-making is more emotional than rational and explanations about higher costs don't placate customers anymore.
He noted that an online rival, ShopRunner.com, a site that guarantees two
-day delivery from many of the retailers on their site, has already offered to waive its $79 annual fee to anyone "disgruntled" by the Amazon price hike.
"Amazon should have expected that," said Passikoff.
Amazon may have underestimated the negative blowback from its decision to raise the price of its Prime memebership to $99, according to a survey conducted ...