One of our Integration Spotters, Diana Sabrain (who teaches women how to use their "Unfair Female Advantage") says it well:
Amazon.com has so many Integration Points (both at the Traffic & Transaction Streams) that it seems like a jungle in there. Given the example: If you were to search for Mark Joyner's Simpleology book, you'd be offered deals like "Better Together" (option to buy the 4HWW by Tim Ferris), Special Offers, Product Promotions, "Customers Who Bought This Item Also Bought" (option to buy related books like The Irresistible Offer, etc) and many more. And we have just only covered the Traffic Stream! Once at the Transaction Stream, there will be another cross sell: "Customers Who Bought/Shopped for Simpleology" and "Customers Who Bought Items In Your Cart". Let's not even touch on the automated personalized recommendations Amazon gives you when they do email marketing.Just remember that the psychology of shopping carts and single-path sales processes are totally different. People at Amazon are in "shopping mode" and are picking stuff up before they hit the checkout counter. If you clutter up a single-path-sales-process with too many UMVs you might just confuse your customer right out the door (before stopping at the register).
Seems like a short sighted view.
It's true that you will get a higher conversion on one item if you use a single path, but there are two big "gotchas" here
1) When you allow a shopper to see other items the way Amazon does, the links go both way. Those shopping for other related items will be informed of your item
2) A business relationship should go beyond one transaction stream. The sale you miss because of the option leaves an impression in the mind of the consumer. Next time they hear of you, they may buy.
I agree that your direct approach is better than just advertising a brand.. but in the long run. If you are getting great results with transactions, you can easily increase the flow and add results.
But there is a lot to be said for a small sacrifice in results if you succeed in building an meaningful relationship with your buyers.
Warren, no one is criticizing the Amazon approach at all - just pointing out the difference one needs to be aware of.
The mall approach and the single path approach are apples and oranges. Singe path is most certainly not short sited at all - if it's part of a larger marketing picture. The "2nd Glass" doesn't have to be sold in a mall setting.
I am confused... Why is the author (Diana Sabrain) referring to Traffic Streams on this example?
To my understanding, this seems a clear illustration on how Amazon creates Integration Marketing Deals on autopilot by relating similar items to increase the UMV at the Integration Point and the conversion rate in the cross sell process as well.
This is also a beautiful three-way everybody wins situation where the providers (Mark,Tim Ferris & others) , the integrator (Amazon) and the customer get a lot of value.
Hope I didn't miss the boat on my comments... please let me know =)