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Today I want to talk about Amazon’s announcement of their new product called the Dash button. The button is a controller sized and has individual brands logos on them. The concept gives the consumer a tangible button to push, and consequentially a product from brand arrives at your front door. Amazon plans to have over a dozen brands compatible with the button. The company envisions that the consumer will place the buttons around their home, in the pantry, and on washing machine. This way, when you run out of the product next to the dash button, you will be able to push it, and have the product delivered directly to your door. Amazon prime members will be able to receive the product in two days with free shipping, not a bad deal.
This concept of immediate purchasing seems like it would cause a lot of problems. Amazon, being the tech giant that it is, designed the button strategically so that all problem areas are covered. The buttons connect with the Amazon mobile shopping app and your home Wi-Fi network. Consumers assign specific products quantities each button via Amazon mobile. When the button is clicked, your smartphone gets a notification, then you have the option to cancel that order within a half hour. Also, if someone in your house pushes, for example, the Gatorade button 15 times, amazon made sure that you won't 15 orders. Only one of your assigned quantity, and if there is a order already on its way, it will automatically cancel.
Amazon tells the Wall Street Journal, “Our goal with the Dash Button is to learn as much as possible about what customers think about this,” Pearsall said, “whether people will want to stick tiny, Wi-Fi connected product logos around their homes remains to be seen.”
Amazon is not sure what is to come with the dash button, but they see the product as another way to add to the convenience of the consumer. Amazon is a company that started as an online bookstore, and has evolved into the largest online retailer. The company was able to do this by diversifying their website and adding MP3’s, video streaming, and everything else you would ever need. It will be interesting to see if the dash button takes away from any of the smaller brand companies. The button forces the consumer to be brand loyal. Without the consumer ever having the option to chose the smaller brand it could dissolve them from the market entirely.
Video: (https://youtu.be/NMacTuHPWFI)
Source:(http://blogs.wsj.com/personal-technology/2015/03/31/amazons-dash-button-is-not-a-hoax-its-phase-one/?KEYWORDS=amazon+button)
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