In its commercial quest to conquer the cosmos, Amazon has amazed many consumers and irked its fair share of competitors. While the latter set will surely continue to attempt to counter the company’s dominion in 2018, the former group figures to rejoice as founder/chairman/CEO Jeff Bezos and his hires conceive more means to enhance customer satisfaction. His Seattle-based brainchild has enacted another plan that will likely prove popular with end-users and perplexing to its rivals, as Amazon has teamed up with Oreo to launch an eponymous Cookie Club Subscription Box.
The partnership between the business bigwig and the peddler of the world’s top-selling cookie marks yet another enterprising measure for entities to intensify buyers’ estimation of their products. Last year, Promo Marketing addressed numerous campaigns that sought to involve merchandise as a part of companies’ race to add revenue, and while we would not be so bold as to presume that Oreo approved this latest platform after having read our content, we can say we are awfully glad that its sandwich cookies have inspired a bit of creativity.
As a chief component of Mondelez International Inc.’s brand portfolio, Oreo, under the Illinois-headquartered company’s Nabisco division, generated more than $2 billion in global annual revenue in 2016 and delights sweet teeth in more than 100 countries. While its offerings have obviously registered as irresistible on their own, every little bit helps when a business is looking to remain the best. With this union, Oreo is proving itself a smart cookie, with the boxes, available through three-, six- and 12-month subscriptions, including not only the goodies that have made it famous and new items but also recipes and merchandise.
Through Amazon’s delivery service, consumers are able to make any time a great occasion to enjoy cookies (You will not judge us too sternly if we make them our dinner, will you?) and to show off such pride inducers as games, hats, mugs and socks. While those products are not novel ways for Oreo to claim top billing in terms of filling cookie connoisseurs’ hearts with joy, as such particular tokens had already existed, they make for a nice trifecta with the cookies and the recipe cards to drive attention to the overall brand. That is simply solid economic analysis at work and will probably compel competitors to bake up a few ideas to lesson Oreo’s and Amazon’s respective sway. That is just the way the cookie crumbles.
