Title Amazon Ace_Winning One Pager.pdf ✅

2 Date: 18 th 44 Aug, 2022 45 purposes - user attraction and retention. The idea is to set up Amazon Pay kiosk, essentially, a digital stand that allows users 46 to interact with a touch screen and play engaging and rewarding games, at multiple hotspots. 47 The charge for entering the games at kiosk would be minimal (e.g., Re. 1). However, this would be paid only using a QR code, 48 that would direct the customer to Amazon Pay’s application. This would be the primary CTA for a registered user with a low 49 transaction rate. The game would then result in Amazon Pay rewards, cashbacks and offers. This would enhance user 50 retention. It will offer an experience of Amazon Pay’s services and acquaint the user with the application. 51 52 4.2.2 Integration with Amazon Wishlist 53 Based on primary research, 26% of the respondents don’t prefer to use the Amazon Pay feature due to lack of awareness, 54 comfort developed with using competitors' applications, and the lack of assured rewards. 55 Amazon can launch a special reward system in which notifications will be sent to everyone who has something in their Wishlist 56 saying, “Make 10 transactions using Amazon Pay in the next week and get assured rewards”. 57 The aim here is that once a user starts using the Amazon Pay feature, he/she will realize the number of different features 58 that Amazon Pay is providing on its platform. This will help people get aware of its features and maybe help them switch from 59 their current payment facilitator. Further, altering these features and rolling out similar events will help users stay integrated 60 on the app much longer which may result in permanent user capture. 61 62 4.2.3 Relocating Amazon Pay Feature 63 Around 12% of the respondents don't use Amazon pay because they aren't aware about it. Additionally, around 77% of the 64 respondents are habitual of the payments app that they are already using. To cater to both of these problems, Amazon lens 65 should be shifted to the middle of the bottom line which appears when one opens the Amazon app as can be seen in the first 66 wireframe). UPI app users are habitual of opening the payments app, pressing on the QR button in the middle of the screen 67 and make the payment. In order to shift to Amazon pay, this point of parity must be fulfilled. (Appendix 4) 68 69 The second image shows the appearance after the Amazon lens button is clicked on. The first page that would open will be 70 of Amazon pay. But it would also have the option of searching a product through photo or looking for reviews through 71 barcode. The rationale behind the same is that Amazon pay is getting highlighted through the importance being given on the 72 bottom line which is the first thing that is seen by a customer when Amazon app is opened. But we also need to ensure that 73 any button that appears on the line has to be associated with Amazon shopping. Hence, the other two options have been 74 provided. (Appendix 4) 75 76 4.2.4 Online merchant app integration 77 Nearly 75 % of the bookings of BookMyshow is done through website version booking which has Amazon pay as payment 78 option. But the app does not have this feature. Amazon can collaborate with the online merchant to install amazon pay as 79 their payment option. 80 81 4.3 Long-term Perspective 82 The marketing strategies suggested in the previous section are focussed on increase in Amazon Pay’s market share in online 83 merchant transactions through onboarding users already registered on Amazon. However, as a long-term goal, the company 84 can target increasing the market share through non-registered users and tap into a different market segment. 85 86 4.4 Financials 87 According to the cost benefit analysis of the kiosk set-up, by spending an amount close to Rs. 5.65 lacs for metro cities and 88 Rs. 5.13 lacs per month for non-metro cities (Appendix 1), would attract approximately 37000 visitors (Appendix 2). Hence, 89 the financial feasibility of this option is established.