For months I’ve harbored a shameful secret. Forgive me, oh brick-and-mortar retailer for betraying you, blinded by a younger and flashier version of yourself: Amazon Prime.
It was a cruel obsession, one that consumed me night and day. And like many such obsessions, it started oh so innocently.
In fact, I was introduced to this seducer by one of your own – a bigwig partner in a major retail design firm. At lunch one day, after fretting about my shrinking time to shop for toiletries and tomato sauce, he furtively glanced around the bustling café before drawing close and whispering, “Have you tried Amazon Prime? It changed my life.” He went on to recount how, when traveling, he’ll surf the site, ordering everything from Doritos to diapers. By the time he arrives home, his delivery awaits, as reliable as the rising sun. “One small yearly fee and the world is yours,” he promised, his eyes glassy and fixed, like an addict’s.
A friend expressed skepticism about the power of Prime; he didn’t believe one can purchase just about anything and have it delivered in two days, max, for a $79 yearly fee. A dozen bowling balls? Yes! A riding lawn tractor? But of course! Every day is like Christmas…with a new box on the doorstep…even if it contains just a single bottle of hair gel or a bag of gourmet peppercorns (last week’s purchase).
I spent snowbound winter evenings binge watching episodes of “Game of Thrones,” browsing the site and compulsively tossing items into my virtual shopping cart: Atkins snacks for my new low-carb diet, a year’s supply of paper towels, ergonomic Swedish-made shoes for hiking the miles of EuroShop aisles.
And yet, I felt empty and adrift after these online rendezvous. I yearned for something more: the sensory satisfaction that comes from touching and feeling the merchandise; the inspiration of great design and clever displays; interaction with fellow customers, to rant about prices and gloat over a markdown, or an empathetic salesperson to give me a thumb’s up or down over ugly but practical footwear.
Last Saturday I got off the couch and headed to the mall. I browsed favorite shops and discovered new ones to explore. My desire for connection and experience was sated. And while I have no intention of giving up Prime, its hold on me has loosened. I like the idea of both channels competing for my affection and loyalty. It puts them on their best behavior and keeps me coming back for more.