The 21st century has seen changes in the nature of shopping and the role that it plays in individuals’ lives (Liebmann, 2000, pp.753-758). Shopping is increasingly becoming a global e-commerce environment, with Australians being able to buy a product form an American online store and have it shipped to a relative in England (Liebmann, 2000, pp.753-758). As the appeal of online shopping expands, the technology and features used by online stores also diversifies.
1997 saw the introduction of Amazon.com’s patented ‘1-Click Shopping’ (Spector, 2000, p.143). The feature allows consumers to designate and preset credit card information and shipping details, adding value to the online shopper’s overall experience by enabling repeat customers to submit an order with literally one click of the mouse (Spector 2000, p.143 and 2004, p.197). The 1-Click feature also assigns customers a unique identification number that allows them to be recognized without even having to log on (Weeks, 2002, p.139).
Providing the order is placed with a credit card, the 1-Click ordering service is activated immediately after the consumer’s first order is placed (http://www.amazon.com/exec/obidos/tg/browse/-/468480/002-8378554-9227265, 2004). The function can be turned on and off, according to preferences and details can be changed or reviewed as necessary (http://www.amazon.com/exec/obidos/tg/browse/-/468480/002-8378554-9227265, 2004). The order placed through the 1-Click function can be sent to any address previously shipped to and the consumer’s account will be automatically referenced for shipping and billing information (http://www.amazon.com/exec/obidos/tg/browse/-/468480/002-8378554-9227265, 2004).
1-Click ordering is a secure process, with only information pertaining to the ordered items sent to Amazon.com (http://www.amazon.com/exec/obidos/tg/browse/-/468480/002-8378554-9227265, 2004). It forms the easiest and fastest method of order processing at Amazon.com, however if problems are encountered, Amazon.com also has a help feature that explains the process and details of the function.
It has been a highly successful function, which has lead to competitors, such as Barnes & Noble, and other online merchants copying the ordering system, resulting in Amazon.com petitioning the court to protect its intellectual property (IP). Although its seems that every company has decided to patent some part of its internet operations, Jeff Bezos, and many other companies argue that patents are an extremely valid device which ensures that larger companies cannot just copy such features and put the smaller companies out of business (Miller, 2000, pp.7-9). Amazon.com may not be such a small company, however Barnes & Noble, its biggest rival, is larger, and with the use of Amazon's IP, it may have the power to overtake.
The only problem that has been encountered with the feature, occurred in its initial testing phase, before its implementation for public use. It was revealed that purchasers did not realise that they had completed the order, so Amazon.com changed the post-purchase text to ensure that customers were aware of the simplicity of order processing (Spector, 2000, p.143). The implementation of the 1-Click ordering process aided in satisfying more Amazon.com customers, building customer loyalty, customer retention and ultimately a more customer friendly shopping experience.
Amazon.com (2004) "Ordering via 1-Click," retrieved October 20, 2004, from http://www.amazon.com/exec/obidos/tg/browse/-/468480/002-8378554-9227265
Introduction to e-business (2004) New South Wales: McGraw Hill, ISBN 7777772570.
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Stephanie Spann 09:12, 9 Sep 2004 (EST)
