A Canadian ‘Buy Local’ Effort Fights Amazon on Its Own Turf

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Research, Retail Marketing, Services Marketing.

Description: A website called Not Amazon was created to drive sales to more than 4,000 independent stores in four cities. The initiative aims to keep expanding.

Source: NYTimes.com

Date: Jan 02, 2021

Link: https://www.nytimes.com/2021/01/02/business/not-amazon-canada.html

Questions for discussion:

  • Explain the branding strategy of “Not Amazon”?
  • How is it beyond “buy local” branding?
  • Who do you think is the target market for this site?
  • Do you think the brand will influence consumer buying behavior?