Offering people rewards without understanding their needs and motivation is a huge gamble. Unlike a full-fledged loyalty program, Moments doesn’t offer any points or rewards tiers – which are very important elements in maintaining customer interest – and it also lacks a critical feature for marketers and CRM teams: insight. Rewarding every interaction, not just transactionsĪfter a closer inspection, it’s clear that Amazon Moments is not a loyalty program, but a reward fulfilment platform that works on a global scale. Any reward can be chosen from the company’s catalog, and Amazon will take care of the delivery.
AMAZON MOMENTS SKIN
The system is a framework that allows companies to set up industry-specific campaigns to reward customers when they meet the requirements of a custom trigger (called a ‘moment’).įor example, mobile game developers can give a free mobile skin to users who defeat the dragon on level 15. How does Amazon Moments work?īefore diving into the details, let’s examine what Amazon Moments offers marketers. Nevertheless, Amazon’s initiative pushes customer retention in the right direction by proving that brands need to move beyond transactional rewards.
As you’ll soon see, Moments does not include several key features, which top-of-the-line reward programs provide. So, does this mean Amazon has entered the ring of loyalty programs with its own product? The concept in itself was enough to turn everyone’s head: imagine a cross-platform marketing tool where you can quickly and easily set up campaigns that reward various customer interactions – most of which aren’t tied directly to transactions – with tangible benefits. This year Amazon gave a very unique Valentine’s Day gift to CRM teams all around world: Amazon Moments. Their clients include LuisaViaRoma, Represent, and Jimmy Jazz. They provide technology and strategy to create customer retention programs so brands can form real connections with their customers through engagement, exclusivity and advocacy.
Zsuzsa is co-founder and CMO at Antavo, the leading customer loyalty technology partner of Dotdigital, specialized in helping fashion and retail brands in Europe.
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