We are used to seeing Amazon as a leader in e-commerce. In many ways, it is a bit surprising that they have come so late to the party with the introduction of their own flash sale site, Myhabitat.

But let’s not write Amazon off too soon. They’ve had the chance to see what works and what doesn’t  by watching other sites like Rue La La, Hautelook and Gilt that started the flash sale trend. Considering Amazon’s connections with many major retailers of designer clothing, there is a good chance they might just be in a position to one-up their competition. Or at least attain a strong position as a major player.

Instead of rolling our eyes that Amazon is following a trend rather than setting one, let’s look at what Amazon is doing to set themselves apart from others offering something similar.

• Amazon can fulfill orders much faster than their competitors because they actually have access to the warehouses before the sale has even begun. Other sites only obtain and ship the items that have been sold, taking time for them to get the items from the retailers. Sometimes, they have to rely on the retailers ship on their behalf, pushing them one step further from the process.
• Amazon offers free shipping and free returns so those that purchase on impulse don’t have to hesitate. Often with online shopping for clothing, people order multiple sizes or colours to ensure they get something they love. The fact that they don’t have to pay extra for this luxury means even more sales will be made. Amazon credits all returns with funds that can be used at any of Amazon’s sites (Amazon.com, Endless or Myhabitat).
• They are in a position to offer flash sales from 800 major brands with which they already have an affiliate relationship.
• Amazon has strong online merchandising. Amazon ensures people can see what they’re buying with images that offer a 360 degree view of each garment.

The coming year will be a good one for marketers to imprint upon their employees who interact with customers. Why? High unemployment levels will encourage employees to hold onto their jobs by being good at them. They will try harder.

Service will become your identity, not the product you are selling. Companies will learn from the online model of Amazon and Zappos who show that you can build a business based on service.
Along the same line, successful internet companies have trained consumers to look for highly personalized service. Internet sites greet us by knowing our names, habits, likes and dislikes. This expectation will transfer to face-to-face transactions and thus the bar will be raised.

Facebook, Twitter, and YouTube will force higher service levels due to the consumers’ ability to transmit satisfaction or dissatisfaction to a large audience. Brand marketers will have to react quickly and completely to avoid reputation damage. Brands are working quickly to increase their capability in the social networking medium.

This is only part of the list, but you get the picture. Almost every single factor for going to market is changing. Companies are finding out through experience and analysis that the common denominator is providing a great customer experience at every turn.