Jeff Bezos said, “If we can keep our competitors focused on us while we stay focused on the customer, ultimately we´ll turn out all right.”
Many retailers today seem to do exactly this and try to compete with Amazon.com. It's not rare that I have conversations with retailers about implementing strategies to compete with, or even leapfrog, Amazon. I usually provocatively ask the question, “which part of Amazon would you aim to overtake?”
Focusing on competing with Amazon isn't a winning strategy. Retailers, instead, need to laser-focus on their customers and not primarily on the competition.
Ralf Kern is the Global Vice President Retail at SAP SE, responsible for the future direction of SAP’s solution and global Go-to-Market strategy for Retail Customer Experience. He is a retail technology executive with more than 25 years of experience in the technology sector. Ralf has consulted and collaborated with many retailers around the globe.