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You are here: Home / In the News / ePath on Competing with Amazon

ePath on Competing with Amazon

May 12, 2015 By Axel Kuhn

ePath in MarketingMag.ca

It’s tough for any Canadian eTailer to compete with Amazon on price and delivery. So successful businesses need to develop a value-added online business strategy, such as the BestBuy.ca clicks-and-bricks model featured in Marketing Magazine.

Highlights:

  • “Best Buy is moving from defense to offence,” said Axel Kuhn, principal and co-founder of Toronto-based ePath, an e-commerce consulting firm. “I think they’ve one-upped Amazon in a very big way. They’re offering the convenience of a true online/offline bricks-and-clicks environment, which Amazon of course doesn’t have,” he said. “Time and time again, people like to have the in-store experience alternative, people they can talk to, goods they can touch. And Best Buy has that in spades.”
  • Kuhn said as long as Best Buy grows smartly with complementary products, “this could be very successful. Making a massive technology investment is always a risk,” said Kuhn. “But my sense is that they’ve got a fairly focused eCommerce strategy and I’m sure they’re mitigating the risks… Things change on a dime online, but I give them full kudos for taking an offensive strategy and not being typically Canadian, which is to plug holes in a leaking ship.”

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