The battle for away, Sinterklaas and Christmas sales starts extra early this year. Amazon is holding a gigantic sale through its Dutch web store next week with its Prime Day promotion. Experts expect that competitors such as Bol.com and Coolblue will also stunt earlier with discounts.
“If a new campaign is successful, other companies will follow,” says Kitty Koelemeijer, professor of marketing and retail. Retail and brand expert Paul Moers: “Everyone is afraid of losing market share, and at some point will join in with the price reduction”.
Amazon’s Prime Day is normally in July, but the coronavirus outbreak has postponed it to October 13 and 14. “The perfect month to anticipate other November sale events such as Black Friday and Singles Day,” says Koelemeijer. “The consumer’s budget is of course not infinite, so companies want to be the first to offer bargains.” Moers does wonder whether major discount campaigns due to the corona crisis will be just as successful this year as before.
Amazon started Prime Day in the US in 2015. The event is not undisputed. Since 2018, Amazon employees have been protesting the company’s poor working conditions every year on discount day. The retail group has only had an extensive web branch in the Netherlands since March this year. The distribution of goods for the Netherlands is run from a distribution center in Mönchengladbach.
Bol.com says in a response that it has already reduced thousands of articles in price in recent months and that there are also regular promotions, also in the coming weeks. Coolblue has announced that it does not have a specific promotional period in October.
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