The thing about strategy these days is that it is not enough just to advance your own ambitions: it only
really works if you harm a competitor at the same time.
Amazon's announcement that it will partner with the perennially struggling US Postal Service works on so many levels it's a challenge to remember all of them.
Firstly, it should be noted that Amazon is going about this in a thoughtful way, using it as a controlled experiment. The initial markets in which it is available are New York and Los Angeles, where the concentration of customers and USPS assets makes it most cost effective. It is only being made available, at least initially to Amazon Prime customers, those who pay a premium for enhanced services. This rewards their loyalty, encourages further reinvestment in Amazon initiatives and adds to the company's coffers.
Second, this reinforces Amazon's already sizable advantage in delivering ecommerce convenience. Sunday delivery is not generally available, even before the holidays. And this is where the stick-it-to-your-competitor aspect becomes apparent: this option gives Amazon an advantage over most bricks-and-mortar retailers
as well as Google, eBay, Apple, Facebook and anyone else hoping to grab a piece of the retail market, whether online or in traditional mode.
Finally, and this may be where its true genius becomes clear, Amazon gets to score some brand-burnishing points. It has, in the past few years, lost its mojo as an internet darling. In fact, it is developing something of a reputation as more of a taker than a giver. Politicians, regulators and the general public have belatedly recognized that the company's success has come at the expense of retail businesses, especially small ones, as well as the jobs and tax revenues they provide. Support for Amazon's tax free status is rapidly disappearing as a result.
With this one gesture, Amazon invests in a publicly supported but chronically underfunded postal service, injecting much needed revenue while benefitting from two hundred years of government investment in infrastructure and people - and one which the tax payers still subsidize. In doing so, Amazon demonstrates a certain amount of public spiritedness, but at little actual cost to itself. Many politicians ideologically opposed to a government postal service have demonstrated they still feared the public's wrath if they voted to mandate USPS cut back Saturday deliveries but they are only too happy to support private sector partnering.
Given the company's greater ambitions to grow beyond its current 'niche', this may help reduce the opposition to future initiatives requiring public acquiescence and regulatory approval. All in all, this may be one of the most masterful strategic, regulatory and public relations convergence successes in recent memory. JL
Jay Greene reports in the Seattle Times:
The online retail giant plans to deliver packages seven days a
week, now in New York and Los Angeles, and in much of the country next year.