Will Amazon Dash change the food retail model?

Will Amazon Dash break through the current Food & Beverages retail model? This is the question that is currently on the minds of many food manufacturers and retailers who are beginning to look for new strategies to preserve their business. Are their concerns justified? Well, when you look at the Amazon Dash video you can’t help feeling they may be right!

Amazon Dash is Amazon’s latest project. And this is not just a new product or a line extension that the company is promoting. It really is a new business model approach which will allow Amazon entry into a new market.


Amazon Dash has constructed a differentiated approach and model which will deliver fresh and packaged food directly into the home, leveraging both in-company strengths and in-shopper insights.


Amazon Dash

Amazon Dash scan and button

This isn’t just about a new supermarket webpage designed to compete with those of other supermarkets. Amazon Dash integrates consumer needs in a convenient and differential way by making a shopping list easy, convenient and natural. Since the product is delivered at home, it is the shopping experience that really is the key. For example, shopping in front of a computer screen is not quite as natural as using a trusty pencil to jot down what you need. And what is really useful is being able to make a note of what you are running out of and need to buy when you notice it. Amazon Dash understands all these shopper insights which helps it to provide a more user-friendly online shopping experience.


Amazon Dash is one more example of how digital disruption is able to influence an entire industry sector. While also being a very good example how to apply IOT in a convenient way for everyday consumer needs. All this is not simply about a new player or a new gadget. Amazon Dash is a new business model anchored in real customer needs and understanding…


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Xavier is an experienced executive, consultant and lecturer. He has worked over 15 years as marketer at Nestlé, Sara Lee and Panrico-Donuts, and over 10 years as Marketing Director and Board member, leading national and international teams. Since 2005 he has been acting as a consultant for several international growth projects. Between 2010 and 2015 he also acted as Innovation Leader at ESADECREAPOLIS, ESADE’s Collaborative Innovation Ecosystem. Since 1999, Xavier is also a renowned Marketing, Innovation and Branding lecturer at ESADE, as well as other international universities and companies. He participates in several entrepreneurship initiatives, as well. ----------------------------------------------------------------------------------------------- Xavier es un experimentado directivo, asesor y profesor nacido en París y afincado en Barcelona. Ha trabajado más de 15 años como profesional del marketing y las ventas en Nestlé, Sara Lee y Panrico-Donuts, y más de 10 años como Director de Marketing y miembro del Comité de Dirección, liderando equipos nacionales e internacionales. Desde 2005 ha venido desarrollando su faceta de consultor y asesor en diversos proyectos internacionales de crecimiento. Entre 2010 y 2015 también lideró las actividades de Innovación y Emprendimiento de ESADECREAPOLIS, el centro de Collaborative Open Innovation de ESADE. Desde 1999, Xavier también es un reconocido profesor que imparte cursos de Innovación, Marketing y Branding en ESADE, así como en otras universidades internacionales y renombradas compañías. Además, Xavier participa en diversas iniciativas emprendedoras, como inversor y asesor experto o Professional Board Advisor.

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