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I just came back with the family from a weekend at Disney World. Yes, I have adult children, but I also have a nine-year-old, third grader. That explanation is for another time. To be clear, Disney is the pinnacle of experience immersion, quality attractions and the embodiment of customer service in character (even their employees are called cast members or imagineers!). We stayed at the Fort Wilderness campground where the public bathrooms are cleaner than the ones in my house and the deer appear on que. But, one night, at the perfectly constructed outdoor family firepit with the animated movie Hercules in the backdrop, I got to thinking about how much this trip was costing me.
In the world of global commerce and entertainment, two giants stand tall: Amazon and Disney. While these companies operate in distinct(ish) industries—Amazon being the e-commerce and technology behemoth and Disney the entertainment powerhouse—their strategies and success stories share parallels and, yet some subtle differences.
The Amazon Promise: Customer Experience at Its Core
Disney built its empire on the promise of enchanting customer experiences. From the meticulously designed theme parks to the heartfelt storytelling in its movies (remember Bambi’s mother), Disney’s commitment to creating joy for its customers is legendary. Similarly, Amazon has elevated customer satisfaction to an obsession. Its guiding principle of being “earth’s most customer-centric company” is evident in innovations like one-click purchasing, same-day delivery, and an ever-expanding suite of services.
Amazon’s customer obsession is not just about convenience; it’s about trust. Features like seamless returns, reliable delivery tracking, and the always-accessible customer service chat have transformed online shopping into an experience as dependable as the nightly fireworks at the Magic Kingdom. Prime membership, with its perks ranging from free shipping to exclusive entertainment options, has fostered a level of loyalty comparable, if not more, to Disney’s lifelong fans. This loyalty is further fostered by their equally impressive obsession with the community they serve by how involved they are.
Expanding Horizons: From Products to Ecosystems
Disney’s legacy includes an unmatched ability to expand its universe—from animated films to merchandise, theme parks, and streaming platforms. Amazon’s growth trajectory follows a similar pattern of diversification. What started as an online bookstore now encompasses e-commerce, cloud computing, artificial intelligence, and original content production.
Through Amazon Web Services (AWS), the company powers a significant portion of the internet, while Alexa-enabled devices are reshaping how consumers interact with technology. Amazon Studios, akin to Disney’s dominance in entertainment, has produced award-winning series and films (like One Night in Miami!) that challenge traditional Hollywood studios. The acquisition of companies like Whole Foods and MGM along with their support of critical, local, community organizations demonstrates Amazon’s strategy of building an interconnected ecosystem that touches nearly every aspect of their customer’s lives and gives back to the institutions that are important to them..
Keeping Prices Competitive in the Face of Skyrocketing Demand
Attempting to maintain affordability while scaling operations has been an intention of both Disney and Amazon. However, their approaches to pricing have diverged significantly in recent years. Disney has faced criticism for steadily increasing prices across its offerings, particularly in its theme parks. For instance, the cost of a single-day ticket to Walt Disney World has risen from $3.50 in 1971 (approximately $25 adjusted for inflation) to over $150 today for peak days. Additionally, Disney has introduced charges for services that were once free, such as Genie+ (a paid replacement for the former free FastPass system) and resort parking fees, adding to the financial burden on visitors.
In contrast, Amazon has managed to sustain price stability while expanding its reach and services. Amazon Prime membership fees have seen periodic increases, but the added value—including faster shipping, expanded streaming options, and exclusive discounts—has often outweighed the cost. Moreover, Amazon Basics provides affordable alternatives to branded products, helping customers save on everyday essentials. During times of inflation and supply chain disruptions, Amazon’s ability to leverage economies of scale and optimize logistics has allowed it to absorb costs rather than pass them on to consumers at the same rate as competitors.
While Disney’s price hikes have led to concerns about accessibility, Amazon’s commitment to value continues to foster customer loyalty. The stark contrast highlights Amazon’s focus on balancing growth with affordability, ensuring that customers from diverse income brackets can still benefit from its offerings.
Lessons from Amazonia
As Amazon continues to evolve, it’s clear that its vision extends beyond retail or technology. Much like Disney redefined entertainment, Amazon is redefining commerce, convenience, and connectivity. In the process, it’s creating its own super brand. And as Spider-Man once said, “With great power comes great responsibility.”
The question isn’t whether Amazon will become the new Disney; in many ways, it already has. The more intriguing question is: Who will be the next Amazon?
Applying Amazon’s Lessons to Small Businesses
The principles that have propelled Amazon to its current status are not exclusive to large corporations; they hold valuable lessons for small businesses across any sector.
- Customer-Centric Approach: Small businesses can prioritize customer satisfaction by offering personalized service, actively seeking feedback, and building trust. Ensuring convenience, transparency, and reliability in all interactions can turn customers into loyal advocates.
- Diversification of Offerings: Like Amazon, small businesses should explore ways to expand their product or service lines. This could mean introducing complementary products, offering subscription services, or leveraging technology to create new customer experiences.
- Value and Affordability: Maintaining competitive pricing while emphasizing value is crucial. By streamlining operations and sourcing cost-effective materials, small businesses can provide affordability without compromising quality.
- Adaptability: Amazon’s ability to evolve with market demands underscores the importance of flexibility. Small businesses should stay informed about industry trends and be ready to pivot strategies when needed.
- Leveraging Technology: Even on a smaller scale, embracing technology like e-commerce platforms, CRM systems, and digital marketing tools can enhance efficiency and broaden reach.
By adopting these strategies, and involving themselves in the fabric of their community, small businesses can emulate Amazon’s success on a local or niche scale, ensuring growth, resilience, and long-term customer loyalty.
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