The Amazing Amazon Dash - Strategy With RS

How they wish a magic wand existed through which they could place order as soon as they discovered that a household item was getting over!

But alas no such magic wand exists.

Amazon decided to do something about it & created their version of magic wand & christened it Amazon Dash - referenced below.

Amazon Dash is a small, durable device, which can be stored anywhere in the home – kitchen or elsewhere. It can be connected to the home Wi-Fi & is ready to go.

Any person in the home, when they realize that an item is getting over, can 'then & there' place order through Amazon Dash, in either of the 2 ways:

1.  Press the Voice Button & speak into it the name of the brand you wish to order - Amazon Dash will do rest.
2. Point the Amazon Dash towards the item you wish to reorder. Amazon Dash will scan the item & place order.
Amazon Dash, as you would notice is designed to eliminate customers pain point. In return it has become an additional revenue stream for Amazon.

Business Lesson for us:
1. Great brands are built on Consumer Insight.
2. One way to discover consumer insight is to identify consumer pain points & then work towards reducing or eliminating them.
3. To identify consumer pain points opt for ‘Ethnography’ research – which seeks to observe people as they go about there daily job & observing their life style – how they spend their time etc..

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In this series, Rajesh Srivastava, Business Strategist and Visiting Faculty at IIM Indore gives you a regular dose of strategy case studies to help you think and keep you one step ahead as a professional as compared to your peers. Rajesh is an alumnus of IIM Bangalore and IIT Kanpur and has over 2 decades of experience in the FMCG industry. All previous Strategy with RS posts can be found here