How Brick-n-Mortar Brands are Competing with Amazon Prime Day
Amazon Prime Day has ignited an annual retail sale often referred to as “Black Friday in July”. This two day event by the eCommerce giant has become so popular that it’s sparked brick-n-mortar competitors to take advantage of the event through sales of their own. In a time when many believe traditional retail is dead, the following brands are showing why brick-n-mortar stores have advantages eCommerce brands can’t.
The Same Day Buy Online Pick-Up In Store Sale
The biggest advantage brick-n-mortar stores have is the ability to put products in the hands of the buyer instantly. Although Amazon’s free two-day shipping for prime users is really quick, it can’t beat same day pick-up.
Over the past year, Target has made their buy online pick-up in store (BOPUS) a major initiative across all their locations. With drive up, order pickup, and their recent partnership with same day delivery service, Shipt, getting items you order online in your hand the same day is easier than you think. Stores with “in-store pickup” need to make sure they include it on their local business listings. On Google My Business, brands can list this as an “Offering” in the attributes section.
Target is competing head-to-head with Amazon this year, with a 2-day online sale during the same period as Amazon Prime Day, July 15th and 16th. Referencing “no membership required” in their announcement, Target is clearly looking to earn the sale of non-prime members as well. Offering different deals each day and select deals in the days leading up to the sale, the Target sale is almost identical to Amazon’s – with several very big advantages.
The Extended Sale
Another way brands are looking to compete with Amazon is by offering extended sales that overlap Amazon Prime Day. Walmart is holding its sale one day earlier and later than Amazon. Nordstrom is hosting their card members-only anniversary sale July 12 – 18th. These sales are looking to capitalize off eager and late Prime Day shoppers regardless of whether they want to shop online or in-store. In addition to the extended sale, Nordstrom members are loyal fans who look forward to this sale, much like Amazon Prime members. Nordstrom’s excellent customer service, strong review management, and commitment to quality are all factors that give Nordstrom a competitive edge against Amazon.
On the opposite spectrum, some retailers are choosing to hold sales prior to or after Prime Day. Macy’s is holding their Black Friday in July the entire week before Amazon Prime Day. H&M is currently running a 70% off sale and many brands extended their 4th of July sales to get as close to Prime day as possible.
The Back-To-School Sale
Amazon happens to be the number one source for back-to-shool shoppers during Prime day. 49% of back-to-college students and 55% of K-8th back to school shoppers shop online for school supplies, which is why brands are looking to capitalize off of Prime Day. Although people will shop online, most people reported that they prefer to shop in-store (61%) for back to school apparel and supplies.
Retailers with back-to-school sales during Prime Day include Office Depot, Old Navy, and H&M. All three of these brands extended their sales through August, far surpassing the 2-Day Prime Sale.
The Competitor Product Sale
Amazon has a wide variety of brands and products they own. From Zappos, to Kindles, Alexa products and more, Amazon has acquired or created multiple brands over the years. This leaves a lot of opportunities for retailers to compete with Prime Day through product deals alone.
Best Buy’s Black Friday in July sale, running the same dates as Prime day will include sales on Apple products and Google Nest. Amazon Alexa’s biggest competitor, Google Nest, leaves Best Buy opportunity to capitalize on Google-loyal fans during the event. Walmart is also taking advantage of the Google competition by offering special deals on the smart home products.
Although Amazon Prime Day is expected to exceed $5 billion in sales this year, retailers with physical stores have found multiple ways to profit off the annual event as well. From same day pickup or delivery to offering sales on competitor products, brick-n-mortar stores have found a way to turn Prime day into “Black Friday in July”. Now all they have to do is make sure that consumers can find their brand.
With Amazon flooding the consumers with ads everywhere possible, we recommend brands make sure their brand is seen in the one place Amazon can’t be found, local search. To learn more about how to get your local brand ready for Amazon Prime Day check out this guide.