Amazon is offering Brits a £10 discount on any order over £50 on the back of a Havas Media survey, amid wider marketing activity to promote its Prime service which kicked off over the weekend (31 July). The results of Havas’ ‘Meaningful Brands’ global study, which involved over 20,000 people in the UK, were revealed earlier this year but only recently received wider industry recognition. The Meaningful Brands metric was related to how consumers’ quality of life and wellbeing connects with brands at both a human and business level. Specifically, it looked at the role brands play in communities, how they impact self-esteem, healthy lifestyles, connectivity with friends and family, making lives easier, fitness and happiness as well as marketplace factors such as quality and price of goods. Amazon topped the list in the UK, with 64 per cent of people saying they would care if the retailer disappeared. M&S and John Lewis – viewed as ‘ethical’ heritage brands – followed Amazon, with discount retailer Aldi and Sainsbury’s rounding off the top five. To say thank you, Amazon has rolled out the £10 off promotion. "We are grateful to customers for ranking Amazon #1 across Britain’s retailers," said Christopher North, managing director at Amazon UK. "You can count on us to continue working hard to set ever-higher standards for customer experience." The ‘BIGTHANKS’ promotion coincides with the roll out of a UK marketing campaign to bolster uptake of its Prime service. The ad takes a different approach to previous Amazon activity, which has previously relied on consumer testimoials to woo new shoppers. Instead, the brand has followed the likes of John Lewis and Nationwide in running more emotive led creative in order to showcase what their services mean to customers rather than focus on the more funcitonal benefits. To that end, Amazon's latest ad follows the story of a little boy on the first day of nursery.He is showen nervously trying to fit in, as his anxious father watches through a window. His dad is then seen buying something via the Amazon mobile app, before the ad cuts to the next day when the little boy arrives at nursery wearing a superman costume. It ends on the line: ‘Millions of ways to save the day, delivered in one day’. Prime is Amazon’s key asset in its ambitious plan to create an ecosystem where users will spend more time and money. Over the past six-months it has ramped up its strategy to sign up new members, namely with the launch of the Prime Day last month. Open only to Prime members, it offered discounts across thousands of goods for 24 hours. Amazon has not yet offered data on how many new members it attracted, but claims that global order growth increased 18 per cent on Prime Day versus the same day last year
Amazon topped the list of Havas' Meaningful Brands' global study in the UK, with 64% of people saying they would care if the retailer disappeared. M&S, Aldi, John Lewis and Sainsbury's followed Amazon to take the top five spots. Amazon is rolling out a UK marketing campaign, which runs a more emotive led creative, to demonstrate what their services mean to customers rather than focus on the more funcitonal benefits.