Amazon — The Story of a Loyal Customer

I’ve never used Amazon myself. I think the younger version of me would have been a fan. It was never an issue in my 20 somethings; to consider where stuff came from and what it cost. I needed it. Now where was the cheapest place to get it? A fairly simple criteria.

Wal-Mart saw a lot of me back then. As did Consumers Distributing (probably aging myself) and there was also that loyalty I had to the Canadian brand department stores at the time. As long as there was a sale…

It’s 2017 and we’re watching, in real time, the demise of the brick and mortar store. There’s a who’s who of big and little consumer based chains selling anything from clothing, to sporting goods, to automotive and electronics — all saying goodbye, and to an era.

This is not something that would normally resonate with me. I like progress, technology and forward thinking so the thought of a company sinking because they couldn’t keep up with the times didn’t illicit any kind of emotion. I’ve always understood the world to be a “keep up or get the hell out of the way” proposition. Fittest of the fit and what not.

Perhaps it is old age. Maybe nostalgia? I was sitting here trying to figure out why the current state of commerce and consumerism is pissing me off so much and then I had a conversation…actually, it turned into more of an interview with a friend. I can’t say if this person speaks for some or many but their insights on how to spend a dollar left me pondering the very future of mankind. Have we gone too far?

This is an excerpt of a conversation I had on June the 12th, 2017. I’m stating this for posterity.

Me: I see by your “like” that you watched the bit on Breakfast Television this morning, about Father’s Day and Amazon?

Pete: (Yes, name changed to protect their identity) Ya, it was great. I’ve been using Amazon for years and the guy nailed it. I think everyone should use Amazon.

Me: I don’t understand. What makes it so great?

Pete: Well, you can get anything and it’s super easy. You pick what you want, put it in your shopping cart and it comes to your door. Oh, and it’s super cheap.

Me: I take it these are things you can’t buy here in Calgary?

Pete: (sarcastic laugh) Some of the stuff I buy I don’t know about it until I see it in a local shop. Especially clothes. I love shopping so anytime I go to the mall or local stores, I try everything on and take pictures of the brand and Amazon always has it. It’s brilliant.

Me: Why don’t you just buy it at the local store?

Pete: Are you kidding me? They’re ridiculously expensive and they have no concept of supply and demand. If I can get a pair of jeans off Amazon for 75 bucks and the store wants 120…it’s stupid. They must think consumers are dumb. Seriously.

Me: I’m pretty sure they have to work their rent and other costs into the price of those jeans.

Pete: I get that. If they charged let’s say, 85 bucks for the jeans, I might think about going back and getting them. There are other factors though. If I change my mind, Amazon’s got a great return policy! None of this store credit bullshit.

Me: Amazon let’s you return stuff?

Pete: You really don’t know how this works, do you.

Me: Old dog I guess. Please explain…

Pete: If you’re not happy within 30 days, you can return it — no questions asked.

Me: What about shipping?

Pete: You eat that.

Me: The original shipping cost?

Pete: Well, unless it’s a “free shipping” item, you’ll pay to ship it back too. They deduct it off your refund.

Me: So, if you’re unhappy with your 75 dollar jeans and return them, you’re going to pay shipping charges both ways?

Pete: Ya but it’s just the cost of doing business. You factor this in.

Me: Like your gas to drive to a local store?

Pete: That’s just dumb — like what, 3 bucks?

Me: And your time? Does that have a value?

Pete: It’s not like I’m taking time off work. I’m just being frugal with my hard earned money.

Me: What do you suppose you’ll do when there are no more local stores to try stuff on at?

Pete: That’s just nonsense. There will always retail stores. You can see them all over the place, those little stores where people have more money than brains. Besides, the government gives them all kinds of subsidies and breaks and it’s not like it’s a real job. I wish I could quit my job and go open a store for fun.

Me: You’re kidding, right?

Pete: Huh?

Me: Nevermind.

I extrapolated the best of the conversation and tried to leave out the most inane of what he said. There’s a 50/50 chance he’ll read this today and if he does, I have to accept that our friendship will have taken a substantial hit. I didn’t leave the conversation here — I spoke unkindly and gave Pete an earful. It was to no avail. He didn’t create the system and until someone else is paying his way, he’ll spend his money how he sees fit.

Meanwhile, I took some time to do a little research on this company — Amazon. Their shares are trading at north of 950 dollars a share. Jeff Bezos, the founder owns a substantial amount of the shares and himself personally is worth around 90 billion dollars (not a typo)

Every day, we watch another retail chain close. Today, I can see no less than 3 store fronts papered up in my neighborhood with for lease signs and I’ve heard another 4–5 are coming.

Small business in Alberta represents approximately 70% of our GDP. Not oil or agriculture but those entrepreneurs that have a great idea, a little bit of money and some elbow grease. These small businesses get taxed more than any other and do not get the breaks the big corporations can see in a tough economy.

It’s disheartening to watch a local television station giving so much exposure to a company and organization that doesn’t need it while so many small stores are struggling to keep their heads above water. But I guess that’s just what it has come to.