Amazon is set to launch a range of Dash buttons in the UK. The process is simple, you push a button and a product is delivered to your door within 24 hours. This covers anything from detergent and nappies to razor blades. The button is linked to an Amazon app and runs through a wifi connection. At around £5 per button is this a price of convenience (or laziness) worthwhile?
At first glance it appears not. The dash buttons were released in the US last year and have yet to take off. Although Amazon have released statements that they’re doubling their brand range to 140 products and there are two orders per minute, there has been no conclusive sales data. What’s more, Slice Intelligence’s independent research found that less than 50% of button holders have used it.
At Mountainview we always encourage brands to make it easier to buy so why hasn’t this worked? One reason is that consumers still have to make frequent trips to the supermarket to buy food and other essential products so it doesn’t remove that inconvenience. Another reason is that consumers could miss out on promotions and often purchases are driven by what’s on offer. Moreover, there is a limited number of products available through the button (mainly bigger brands) which may not meet consumer preferences
While the idea is right, there are still challenges to make Dash buttons a success. At Mountainview we use science to overcome these challenges and make a success of being easier to buy.