Amazon電商案例互動與體驗的新零售時代

1© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved |
An AWS Perspective
Young Yang, AI/ML Specialist SA
beyoung@amazon.com
The Next Wave of Retailing

What do you know about Amazon?
Unprecedented
SCALE
Hyper
S P E E D
Relentless
I N N O V A T I O N
Customer
O B S E S S I O N

Our Believe
True Customer Obsession
客戶至上

給客戶愉悅的使用體驗
Our job is making you smile

Growth
Customer
Experience
Traffic
Sellers
Selection
Lower
Prices
Lower Cost
Structure

A B I L I T Y
Experience
Why things are happening
The human factor: beliefs, culture,
emotions, and sentiments.
X-data helps to uncover what
matters most to customers and
employees.
Operation
What is happening
Insights from your day to day
operations, like sales, finance, win
rates, time to close.
O-data helps you run your
business.
R A C E
C L A S S
L A N G U A G E
C U L T U R E
E T H N I C I T Y
G E N D E R
A G E
S E X U A L I T Y
E D U C A T I O N
E M O T I O N S

86%
Customers left a store
due to long wait
checkout lines
4 mins
average accepted
waiting time

Total Visits
Login or anonymous
Interest and
research products
Add to
Shopping Cart
Justify and
Purchase
100% 43.8% 14.5% 3.3%

Just Walk Out Shopping
(Amazon Go store)
1-Click Checkout
(Amazon.com)
Frictionless Experiences

Growth
Customer
Experience
Traffic
Sellers
Selection
Lower
Prices
Lower Cost
Structure

13© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved |retail Born from Retail. Built for Retailers.
Hyper-Connected
Demand to Delivery
Accelerating Choice
Customer = Channel
The Customer
A new generation of customers see
every channel connected, forecast
made, recommendation shared, store
transformed, shipping option offered,
and call center contacted as a choice.

Each Channel Experience is Earned
78%
Forgot and reset the
passwords in the last
90 days
40%
of millennials will go
public with their
experience

ID by Voice
(Alexa voice profile)
ID by license plate
(Pickup at Amazon Fresh store)

Growth
Customer
Experience
Traffic
Sellers
Selection
Lower
Prices
Lower Cost
Structure

74%
are frustrated when it’s not
offered.
78%
will leave if fast/free
shipping aren’t offered
at checkout

7/15 and 16
百萬張訂單
賣出一億七千五百
萬件商品
第三方賣家營業額
超過二十億美金的
2019 Prime Day
Business Results

Sellers,
which means to
build up the
eco-system

Deliver by Amazon
(Amazon Prime Air)
Deliver with Amazon
(Crowd-sourced model)

Growth
Customer
Experience
Traffic
Sellers
Selection
Lower
Prices
Lower Cost
Structure

63%
of consumers expect
personalization as standard.
40%
Increase customer’s
conversation when making a
high quality recommendation

Customers Who Bought…
(Amazon.com)
If You Like / You’ll Love
(Amazon Books store)

Growth
Customer
Experience
Traffic
Sellers
Selection
Lower
Prices
Lower Cost
Structure

Air Shipped = Box Volume - Item volume, in3 is inch3

72 Loads, 105 Fl oz
$1799
$0.25 per loads
48 Loads, 69 Fl Oz
$1755
$0.36 per loads
30% Saving

Digital Transformation
The next big wave of retailing

Optimize supply
chain, reduce
inventory
Connected
Devices
Delivery-as-a-
Service
Stay-at-Home
Economy

NextGen Retail Store: Sensor Fusion
Predictive traffic counter
Video analytics
Aware digital signage
Just Walk Out
No Back Office
AI Merchandising
Wise Concierge
Beacons
RFID Inventory Mgmt
Smart Planogram
Aware Instore Signage
Intelligent Loss Prevention
Aware Music
Connected Store Controls
Retail IOT Managed Service
- Minimal installation
- Automatic scaling
- OTA updates
- Pay as you go
IoT Core Lambda
function
IoT
sensor
Green
Grass
IoT
servo
IoT hardware
board

Technical
Debt
Fragmented
View
Transformation
Disconnect
Technology Obstacles
The Challenge
Each great experience earns the right for
another – Retailers are earning loyalty in
real-time. Follow, or fall behind, and the
opportunity could be lost.
Technical
Debt
Investment to maintain legacy
systems is limiting innovation and
drastically impacting the ability to
react, or move to proactive retail.
70%
ITFunction’sAbility
toInnovate
69%
LessResponsive
toChangesinMarket
Fragmented
View
Retailers struggle to achieve a single
view of the customer, let alone a
complete view of their journey. How
to leverage IoT is also a challenge.
16
AverageSystemswith
CustomerData
51%
Can’tShareDataBetween
MultipleSystems
Transformation
Disconnect
C-Level executives realize AI/ML
transforms stores, forecasts, and
recommendations, but need to know
which scenarios to prioritize today.
#1
AI CxO Ranking
as Game-Changer
#8
AI CxO Ranking
by ITSpend

Technology Obstacles
Technical
Debt
Investment to maintain legacy
systems is limiting innovation and
drastically impacting the ability to
react, or move to proactive retail.
Fragmented
View
Retailers struggle to achieve a single
view of the customer, let alone a
complete view of their journey. How
to leverage IoT is also a challenge.
Transformation
Disconnect
C-Level executives realize AI/ML
transforms stores, forecasts, and
recommendations, but need to know
which scenarios to prioritize today.
70%
ITFunction’sAbility
toInnovate
69%
LessResponsive
toChangesinMarket
16
AverageSystemswith
CustomerData
51%
Can’tShareDataBetween
MultipleSystems
#1
AI CxO Ranking
as Game-Changer
#8
AI CxO Ranking
by ITSpend

AWS Can Help – Breadth and Depth of Services

Gartner, Magic Quadrant for Cloud AI Developer Services, Van Baker, Bern Elliot, Svetlana Sicular, Anthony Mullen, Erick Brethenoux, February 2020. ID G00431332. Gartner does not
endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings. Gartner research
publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with
respect to this research, including any warranties of merchantability or fitness for a particular purpose. The Gartner logo is a trademark and service mark of Gartner, Inc., and/or its
affiliates, and is used herein with permission. All rights reserved.
AWS Recognized as
a Leader in Cloud AI
Developer Services

The AWS ML Stack
Broadest and most complete set of Machine Learning capabilities
VISION SPEECH TEXT SEARCH CHATBOTS PERSONALIZATION FORECASTING FRAUD DEVELOPMENT CONTACT CENTERS
Ground
Truth
Augmented
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Translate
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Lex
Amazon
Personalize
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Forecast
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Fraud Detector
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Amazon
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Kendra
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For Amazon Connect
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AWSMachineLearningEmbarkProgram
ENGAGEMENT
Get hands-on
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TRAINING
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DISCOVERY
Cross-functional
workshops
DEVELOPMENT
ML Solutions Lab

Take Away

Growth
Customer
Experience
Traffic
Sellers
Selection
Lower
Prices
Lower Cost
Structure

Customer
Value
Customer
Experience
Adoption
Feedback
Experiments
Lower Cost &
Reduce Time
to Value
Hyper-
Connected
64%
Are willing to
come again
40% of
millennials public
experiences
63%
Expected
personalization
150 Million
Prime Members

We don’t make money
when we sell things. We
make money when we
help customers make
purchase decisions.
Jeff Bezos
Founder and CEO, Amazon.com

給客戶愉悅的使用體驗
Our job is making you smile

Appendix

The Customer Journey
Engage &
Evaluate
Interest &
Research
Anticipate
& Track
Loyalty &
Advocacy
Inquire &
Return
Justify &
Purchase
78% willing to leave if
fast/free shipping aren’t
offered at checkout
63% expect personalization
as standard - 74% frustrated
when not offered
60% of consumers
unhappy with returns or
not even willing to try
Tracking detail
checked 8x
expecting new info

True Customer Obsession | Crystalize Our Values to Customers
Supplier Customer
Amazon adds value
Strategic focus:
Get closer to the ends of the value chain
Fulfillment Network Website
Publishing Studios
Marketplace
Fresh
Kindle
Go
Music Echo
Fire
TV
Vidoe

010010010
01010001
100010100
Data
1 Break free from
legacy databases
Move to managed2
 Save time and cost
 Remove undifferentiated heavy lifting
Turn data to insights5
 Better experiences
 Deeper engagement
 Efficient processes
Build
data-driven apps
4
Modernize your
data warehouse
3
 Agility
 Global distribution
 Performance at scale
 Increase scale
 Improve performance
 Lower cost
 Better and faster insights
 Broader access to analytics
How do you build momentum?

010010010
01010001
100010100
1 Break free from
legacy databases
Move to managed2
Build
data-driven apps
4
Modernize your
data warehouse
3
The Data Flywheel
Data

010010010
01010001
100010100
Data
1 Break free from
legacy databases
Move to managed2
Build
data-driven apps
4
Modernize your
data warehouse
3
The Data Flywheel
Modernize your data infrastructure
Get the most value from your data

瀏比查購
瀏覽網站比較商品
比較價錢
查看商品明細加入購物車
訂加結出
查看購物車
訂單
加購價
加購商品
結帳出貨
Buy now with
1 - Click

1994 m Founded
1995 m Amazon.com
1998 m Added CDs & DVDs
2006 m Amazon Web Services
2007 m Kindle/Prime
2011 m Video
2012 m Groceries
2014 m Alexa/Echo
2015 m Bookstores
2017 m Amazon Go
2019 m Prime Air – Drone Delivery
http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-corporatetimeline

Our Mission
we want to be earth’s most
customer centric company
成為地球上最以客戶為中心的公司

Customer
Value
Customer
Experience
Adoption
Feedback
Experiments
Lower Cost &
Reduce Time
to Value
Service
Decouple
Empower

The human factor: beliefs,
culture, emotions, and
sentiments.
X-data helps to uncover what
matters most to customers
and employees.
Insights from your day to
day operations, like sales,
finance, win rates, time to
close.
O-data helps you run your
business.
Experience
Why things are happening
Operation
What is happening

Growth
Customer
Experience
Traffic
Sellers
Selection
Lower
Prices
Lower Cost
Structure
Product
recommendations

Amazon Personalize

Growth
Customer
Experience
Traffic
Sellers
Selection
Lower
Prices
Lower Cost
Structure
Connected
Experiences

Smart Application delivers personalization and connected experiences
Voice
Smart Application Engagement Platform
User
context
User
behavior
Targeting Content Interaction Transaction Personalize Sensor Data
Web StoresMessagingMobile

Amazon電商案例互動與體驗的新零售時代

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