This post originally appeared in Total Retail
It wasn’t long ago that eCommerce and online deliveries made consumers nervous. Is it really safe to share my credit card information online, they wondered. Is my shopping history being tracked?
We’ve come a long way since then, and most of those fears have evaporated with time. But the online-delivery stakes are rising by the day, and new consumer concerns are emerging about the safety and practicality of increasingly invasive delivery options.
And you probably won’t be surprised to learn who’s pushing the envelope: Amazon.
In just the last few months, Amazon has made several big announcements about their evolving delivery system. 100 million prime users; Prime price hike to $119; Delivering inside your home, delivering to your car. It’s been a big year for Amazon and the year has barely just begun.
How much do you trust Amazon? Would you let them into your home when you’re not there? Your car? Recently, Amazon has made announcements for two new services: deliveries inside your home and car. How far is Amazon willing to push consumer trust? We analyzed online consumer conversation to determine if Amazon has gone too far in how much they expect consumers to trust them.
In this post, we’ll look at the consumer response to some of Amazon’s recent delivery announcements, including:
- Voice shopping with Alexa
- Car delivery
- In-home delivery
Alexa, cancel that order
A few years ago, Amazon introduced Alexa, a smart home device that you can talk to, shop with, get information from, pretty much anything you want, simply by calling out “Hey Alexa…” Although Alexa can accomplish many things, voice-assisted online shopping has always been part of the menu.
But do people trust her? Is she always listening to you? Consumer conversations online and on social show that, for the most part, people trust Alexa. 62% of the conversation around Alexa is joyful, with people happy about her abilities.
However, the consumer conversation about Alexa isn’t all positive, there is significant fear expressed about Alexa’s “always on” ears, her direct link to consumers’ financial information, and the growing potential for unintended shopping sprees.
@JoeTalkShow Joe she is absolutely right the app listens to you. Think about Alexa, in order for it to know when you say “Alexa” it has to be listening to you all the time.. now think about the fact that the C.I.A has an $600,000,000 contract with Amazon.
— Shadow Ben (@BenUnDebatable) March 13, 2018
Amazon wants to deliver to your cars, which means they want to be able to unlock your car and have access to its GPS location. How do consumers feel about it? Not positively.
Turns out Amazon customers don’t trust the tech giant as much as their executives think they do. Not only was the sentiment overwhelmingly angry, but consumers think the service is like handing your car key to a car thief.
Amazon Key, entering the trunk of your car to deliver your order while you’re not around. What a great idea for thieves to steal from your car right after a delivery…. wonder how high car insurance rates will climb on people who are doing this? #BADIDEA #AMAZONKEY
— Bro (@letsplaythisbro) April 24, 2018
About 90% of consumers were angry about this news and 6% of consumers fear the service, showing Amazon has misjudged how trustworthy they think they are. Many consumers also see it as unnecessary and just another way for Amazon to get more data on you.
Amazon is testing a new way to deliver packages to your car trunk. We are now just one Amazon GPS Bracelet away from the final vision of couriers intercepting us on the street with our packages.
— Aaron Levie (@levie) April 24, 2018
Before Amazon announced delivery options inside your car, they announced that they wanted access to our homes to deliver our packages inside. Consumers lashed out at this too, with many angry over how invasive Amazon wants to be in its customers’ lives.
Amazon Key is a new service that allows strangers to enter your home, hide in your closet, and kill you in your sleep. Free with Prime!
— Michael Patrick Hicks (@MikeH5856) October 25, 2017
Again, Amazon saw an intensely negative and angry reaction to this announcement, with 84% angry about the news.
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Amazon could’ve learned their lesson with the in-home delivery, for their car delivery idea. People don’t want Amazon to invade their lives, many already see them as doing so with the personalized product recommendations when you search for a product one time, on Amazon or elsewhere.
Customers aren’t ready to fully trust companies with every aspect of our lives. Consumers don’t want Amazon to have access to our homes and cars, Facebook to not have access to our life story data, nor Apple to have our cameras watching us on our laptops. We trust companies with a lot, but we don’t want them access to every piece of information about us imaginable.
For information on the rise of the subscription economy, download this report: Thinking Inside the Box