Amazon App in the arsenal
Prime Day part of campaign to foster ‘Black Friday’ frenzy
Patrolling for ‘early deals’ gets the party started
Want to get the early edge for bagging big deals during July’s biggest made-up shopping holiday? No surprise, there’s an app for that one, too.
As part of its promotion, Amazon is pitching that shoppers use the Amazon App for “early deal” watching for Amazon Prime Day.
Amazon will hold its third annual Prime Day on Tuesday — but the day of what it calls extraordinary deals will expand to 30 hours this year instead of the 24 in an ordinary “day.” Prime Day officially kicks off Monday at 9 p.m. Eastern time.
A string of one-day specials was scheduled, too, including discounts of up to 35% off select food and household items in the Prime Pantry for “Everyday Essentials” on Saturday.
But anyone who has gone shopping online — or walked into a store with wide aisles and cash registers — knows that retailers don’t just want your money or your e-mail anymore. They’re now heavily marketing and reconfiguring their own apps to push deals your way as you shop.
So, instead of just depending on an annoying toddler in the cart to tell Mom or Dad what to buy, an app can tell harried consumers how to spend money, too.
“Retailers are pushing apps because it gives them 24/7 access to their customers,” said Phillip Dengler, who tracks Prime Day and other deals for BestBlack Friday.com.
“On Prime Day, it becomes even more important for Amazon to have the Amazon App on as many devices as possible. Amazon customers who are maybe not even thinking about Prime Day may become curious after receiving a notification from Amazon via the app,” Dengler said.
Amazon even has a short animated video with a corgi and a cat to show customers how to download its app, spot things they’d like to buy using what Amazon calls its “Watched and Wait-listed deals,” and be ready to go when the promotional prices go live.
“You’ll receive push notifications when your deals are about to start,” the video says.
Amazon’s mobile app will help you track shipping as well, and it will let you know when your “deal” has been delivered. ( Visit amazon.com/mobileapps.)
Savvy corporations know that many people are never without their smartphones. So the retailer’s app has become a way to send push notifications about deals to drive impulse bargain shopping.
Target announced in June that it has plans to move its Cartwheel app, unveiled in 2013, into its main Target app this summer. With Cartwheel, Target shoppers can pick up an extra discount on select items in the store — say 20% off on clothing for a limited time — by adding deals to a shopping list and then showing the bar code at checkout.
The change will include a store map that shows customers their location in the store as they shop and highlight nearby deals and a mobile payments program.
“Most sites are moving toward a more mobile experience, even allowing you to ‘check in’ so that they know your location and can send targeted discounts or coupons while you’re shopping,” said April Rudin, CEO of the Rudin Group, a financial services marketing firm in New York City.
According to TechCrunch, Target will not shut down the Cartwheel app, which is more popular than the regular app, but instead will offer a gradual transition.
For shoppers, of course, the creation of Amazon Prime Day itself led to a more competitive shopping environment in the middle of summer. Retailers want to re-create a Black Friday-like frenzy all over the Internet. Walmart, eBay, Best Buy, Target and Kohl’s are expected to have their own sales in the next few days as e-commerce competition heats up.
In June, eBay launched a new price-match guarantee on more than 50,000 items in the U.S. Items on the price-match guarantee at eBay Deals involve items from competitors including Amazon.com, BestBuy.com, Jet.com, HomeDepot.com, Sears.com, Target.com, Walmart.com or Wayfair.com. Items must be exactly the same and in stock.
As part of Prime Day, Amazon is marketing more “Alexa-exclusive deals” for members with an Amazon Echo, Echo Dot, Echo Show, Amazon Tap, compatible Fire TV or Fire tablet.
Amazon noted that voice shoppers who use the Amazon devices will have early access to select Prime Day deals two hours before the general public from 7 p.m. to 9 p.m. Eastern time July 10. (Visit amazon.com/alexadeals.)
No surprise to Amazon Prime Day regulars, Amazon Prime Day often features sales on its devices, such as Amazon Echo, too.
On Amazon.com, competitive pricing is expected to be offered in categories such as health and beauty items, books, movies, music, collectibles and Amazon products, according to Brent Shelton, an online shopping expert at FatWallet.com, which offers coupons and promo codes for various retailers.
Thousands of promotions will be offered from participating small businesses and entrepreneurs, representing nearly 40% of all Prime Day Lightning Deals, according to Amazon.
Amazon Prime Day was created as a way to build Amazon Prime membership. It’s possible to sign up or start a 30-day free trial before Wednesday by visiting amazon.com/primeday.
After the free trial, Amazon hopes you’ll remain a member and pay either $99 a year or $10.99 a month. Prime members receive free shipping and other benefits. Amazon offers a sixmonth free trial for students. And after that trial, the Prime Student membership — which includes free two-day shipping on eligible purchases — upgrades to 50% off the regular Amazon Prime fee for four years or until the student graduates, whichever comes first.