Amena.com is a living example of an excellent brand reputation. Since it was launched its positioning hasn´t changed (despite two factors: the product was not good at all and even worse, the consumer knew it). Indeed, that may have been the reason for Orange choosing old amena brand positioning for launching its new (year and a half old) product: amena.com
The target market is pretty interesting: Techy people who know the mobile industry and the services provided for each operator but with no money to pay for an Iphone 5 (or at least, not willing to pay that much) There is a nice niche market there 🙂
The launch of the brand was also amazing. They decided to do it totally online. Why?
- Because the target is people between 20 and 45 years old, always e-connected,
- The service is available only on line,
- The product itself aims at being 100% online.
BUT the marketing campaign didn´t work. Once again, a lesson learnt: careful when focusing only online foregetting the offline.
This is a short explanation about the positioning statement included above to clarify how amena.com makes you feel and what amena.com does for this wise consumer:
Amena.com offers consumers the most competitive rates for the service they are getting and with the technical support of an operator: Orange. Besides, the service and the conditions are online so that it gives the consumer transparency.
Having no permanence contract, the consumer has the power of decision on his hand. Once you register on the service, you can decide when you want and at no cost whether or not to write off your contract depending on your consumer experience.
- CONVENIENCE: customers pursue time, energy and money savings . Some examples are the ability to order online 24×7, avoiding check out lines and traffic or the ability to have goods delivered as soon as possible.
- CUSTOMER SERVICE: order accuracy, punctuality, secure and reliable methods of payment as well as returns and refunds policy.
- PRODUCT: Access to a large choice of products, possibility to easily compare products and prices, get a precise look and feel of the product through alternative options such as reviews, photos, videos, etc.
- PRICE: Free or inexpensive delivery (it shouldn t be more of 10% of the total cost of the item shipped), prices equal or cheaper than in traditional stores.
Also keep on mind very important aspects that could be included in the categories mentioned before:
- WEBSITE SPEED: loading website speed affects customer speed, especially regular customers. Every 2 seconds of load time on your site equals an 8% abandonment rate. If load time decreases from 8 seconds to 2 seconds, the conversion rate increases by 74%!.
- WHISH LIST, SHOPPING LIST AND OR FAVOURITES: both, shopping lists or create your list of favourites (like in a web browser). Favourites are a bit different from shopping lists because sometimes you save a product as favourite but it doesn’t mean that it is a regular thing that you buy but something that perhaps in the future you would love to buy.
- INTRUSIVE ADVERTISING: advertising published by the website´s owner sometimes invades the main website, or even obligates the user to watch a movie, click in a button to stop them, etc.
- BE MOBILE, LOCAL and SOCIAL COMMERCE: enable product sharing, allow and promote customer review, feedback mechanisms, and above all build a community and engage it!
If you need any idea, just have a look at the
20 of the best ecommerce web sites
- Ecommerce mistakes
- Performance test web page
- Special thanks to José Esteves for his comments http://www.jesteves.com/