Page 23 - BOSS Today Issue 26

AMAZON Measuring The

Bite Radius
Figure 1 (see page 22) shows
that – in the UK – as many as
45% of OP buyers interviewed
during the research had
BITES! purchased core OP (defined research that – in addition to
as traditional stationery, office
It was also evident from the
paper, EOS and office furniture)
these core OP items – Amazon
from Amazon in the last 12
was also being used by OP
months, with the majority (27%)
buyers’ organisations to
buying both from Amazon and
purchase allied products, such
Amazon market place traders
and 16% buying from Amazon
catering products and business
only. This penetration is
machines: as a result, it is
generally less widespread than as JanSan supplies, breakroom/ “It is clear that
that found in the US study. clear that Amazon has already
What was evident from achieved significant penetration Amazon has
both reports was that a very at multiple points within these already
significant number of OP organisations – far beyond that
buyers in all sizes and types of achieved by most conventional achieved
company had bought core OP OP resellers.
from Amazon: it was not – as The research also found that significant
perhaps would have been the OP channels that were penetration at
supposed – only those based most likely to have lost out
in the very smallest companies to Amazon’s advancement multiple points
who had done so. Additionally, inevitably tended to vary
the survey found that the according to the size and type within these
age of the respondent was a of organisation. There were organisations –
significant factor in driving the also differences between the
use of Amazon to purchase OP. results given by the UK and US far beyond that
In addition, respondents were sample: in the UK, for example,
invited to estimate the current the national OP resellers who achieved
share of their organisation’s OP deliver were more likely than by most
purchases from Amazon; again, in the US to have lost business
the results of these enquiries to Amazon, while in the US, the conventional
were enlightening and are national OP retailers were more
detailed in both of the reports. likely to have lost out. resellers.”

February/March 2015 | BOSS TODAY 23

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