By allowing the customer to have ultimate flexibility in their experience, and exposure to the brand, Chico’s is benefitting from Amazon’s ubiquity. They want to make it easy for their customers to buy their products, so they meet them exactly where they are: on Amazon. This is exactly the foundation of what Amazon set out to do initially, and when customers have easy experiences, they are loyal. Is Amazon the competition or part of the team? Whatever your answers to those questions are, Amazon is a force to be reckoned with—never to be ignored.

Source: Forbes May 24, 2018 16:38 UTC