By following its mission to be the earth's most customer-centric company, Amazon.com has dominated online retail. Amazon is now the most trusted brand in America, and its leader, CEO Jeff Bezos, has been recognized as a contemporary corporate philosopher. Bezos has led Amazon to achieve unparalleled success in ecommerce by focusing the company's strategy on timeless business and leadership principles. Our presenter is Ticketfly's Head of Marketing, Kristina Wallender, who spent 6 years in leadership roles in Amazon's retail and advertising teams. She will share what makes Amazon great—and how Jeff Bezos's unique style of management can be applied to help drive continued growth in the Music industry.

1. 5 Things the Music Business
Can Learn From
Presented by:
Kristina Wallender, Ticketfly
December 2013
@kwallender
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2. Amazon HQ: Seattle, WA
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3. Working at Amazon
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4. So what can we learn
from Amazon?
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5. Lessons from Amazon
1. Obsess over customers
2. Create a loyalty program
3. Invest for the long term
4. Never stop experimenting
5. Use technology to your advantage
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6. Lesson #1:
Obsess over customers
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7. 1 The empty chair
#1
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8. 1 Personalize the experience
#1
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9. 1 Personalize the experience
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10. 1 Invite customer reviews
#1
“We don’t make money when we sell things.
We make money when we help customers make
purchase decisions.” – Jeff Bezos
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11. 1 Invite customer reviews
#1
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12. 1 Invite customer reviews
#1
And listen
“Until you listen, you can’t make real change” – Nic Adler
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13. 1 Offer incredible value
#1
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14. 1
Offer incredible value
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15. 1 Deliver on promises
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16. 1 Deliver on promises
ACL EXAMPLE
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17. 1 Use data to make decisions
#1
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18. 1 Use data to make decisions
#1
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19. 1 Use data to make decisions
#1
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20. 1 Use data to make decisions
#1
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21. Lesson #2:
Create a loyalty program
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22. 2 Cultivate Loyalty
#2
A loyalty program, not a shipping program
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23. 2 Cultivate loyalty
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24. 2 Encourage Super Consumers
#2
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25. 2 Encourage Super Consumers
What is the most lucrative song ever written?
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26. 2 Encourage Super Consumers
Ticketfly Fanbase
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27. 2 Encourage Super Consumers
Ticketfly Fanbase
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28. Lesson #3:
Invest for the long term
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29. 3
#3
Do the long term math
When you do the short term math on Prime, it always
tells you not to do it.” – Jeff Bezos
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30. 3 Do the long term math
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31. 3 Do the long term math
No refunds?
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32. 3 Invest for the future
“Future orientation is our sustainable
competitive advantage” – Jeff Bezos
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33. 3 Invest for the future
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34. 3 Base your strategy on what doesn’t change
“I very frequently get the question: ‘what’s going to
change in the next 10 years?’
I almost never get the question: ‘what’s NOT going to
change in the next 10 years?’
That is the far more important question” – Jeff Bezos
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35. 3 Amazon’s strategy
Advertisers
Lower Cost
Structure
Selection
Sellers
Growth
Lower Prices
Customer
Experience
Traffic
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36. Lesson #4:
Never stop experimenting
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37. 4 Experiments in progress
#4
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38. 4 Experiments in progress
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39. 4 Learn from your mistakes
#4
“If you want to be inventive, you have to be willing to
fail.” – Jeff Bezos
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40. 4 Learn from your mistakes
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41. 4 Test and measure
#4
A
B
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42. 4 Test and measure
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43. Lesson #5:
Use technology to
your advantage
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44. 5 Automate tasks
#5
“ Don’t let humans do things technology can do better” –
Jeff Wilke, Head of Retail
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45. 5 Automate tasks
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46. 5 Hire technology platforms & robots
#5
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47. 5 Hire technology platforms & robots
#5
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48. Lessons from Amazon
1. Obsess over customers
2. Create a loyalty program
3. Invest for the long term
4. Never stop experimenting
5. Use technology to your advantage
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49. Questions for the audience
A. How else might Amazon’s lessons be applied to the
music industry? Who is doing it well?
1. Obsess over customers
2. Create a loyalty program
3. Invest for the long term
4. Never stop experimenting
5. Use technology to your advantage
B. Are there any other lessons we can learn from
Amazon?
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50. Thank you!
@kwallender
@ticketfly
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