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Глава 3

Экосистема Prime: переопределение понятия лояльности для продвинутого современного покупателя

«Экспресс-доставка „всего-что-вы-можете-съесть“»¹ — так описывал Джефф Безос Amazon Prime, когда тот был запущен им еще в 2005 году. Идея была проста — покупатели платят ежегодную абонентскую плату в обмен на безлимитную двухдневную доставку. Клиентам больше не придется беспокоиться о консолидации заказов или минимальных требованиях к покупке. Безос хотел, чтобы быстрая доставка стала повседневным опытом, а не «случайным снисхождением»².