April 26, 2013, 2:11 PM

If you can’t beat Amazon, emulate it

An IRCE speaker explains how to better compete against the online behemoth.

Lead Photo

Josh Bultz

Online retailers may be able to use some of Amazon.com Inc.’s strategies to better compete against the No. 1 online retailer.  That’s the lesson Josh Bultz, vice president of business development at Build.com, hopes to impart June 4 at the Internet Retailer Conference & Exhibition 2013 during a presentation entitled “Replicating Amazon innovations to boost sales.

Bultz, who formerly worked at Amazon.com as a senior buyer and category manager for tools and home improvement, says his session will examine the Amazon services and technologies that provide superior value to consumers and engender loyalty. “I will then pivot to a discussion on the types of service and technologies that we employ at Build.com, and that which other online retailers should consider as both an offensive and defensive strategy to competing with Amazon.com,” Bultz says. Amazon is No. 1 in the Internet Retailer Top 500 guide. Build.com is No. 81.

Many retailers are altering their sales strategies to compete against Amazon.com and other online retailers. For example, Best Buy Co. adopted a five-point plan late in 2012 as a countermeasure to online retailers like Amazon. Its plan includes bolstering its e-commerce operation and providing incentives to members of its loyalty program. Best Buy is No. 11 in the Top 500.

Bultz hopes that attendees will leave his presentation with a better understanding of what makes Amazon successful, and with a road map of actions they can take to counteract Amazon’s reach into their online businesses.

Internet Retailer editors asked Bultz to speak because of his experience at Amazon and now at Build.com, where he is responsible for developing new revenue, channels and partnerships while spearheading new category expansions within Build.com. Prior to Amazon, Bultz worked at software firms Intuit Inc. and NetSuite Inc.

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