Christopher Wong, vice president of global consumer industry strategy and retail researcher at IBM, said in an interview: “It is an interesting concept to bring the wisdom of group comments to the store. This makes people realize that retailers need to have an entity and online presence. ."
Still, it's unclear whether Amazon's special needs for physical stores will continue. A physical store based entirely on comments can be said to be a gamble. As we all know, Amazon is plagued by false comments and is investigating the incident of employees accepting bribes and deleting comments.
Wong said that he “cannot understand the theme of the store well” and described the store experience as “disorderly”, similar to “websitePhysical performance." However, Amazon still has enough money to try new things. He said: "I praise them for their willingness to try different forms. ”
I visited Amazon's new store and wanted to see what happens when a store is stuffed with something highly rated. Here are some ideas.
1. People bought a bunch of messy things
The choice of four-star rating gadgets and trinkets is huge and dazzling. You can find everything from 4.4 star Amazon basic power strips to 4.4 star baking soda containers to 4.5 star herbal mincers to 3.8 star 犰狳 shaped cheese grinders.
2. Amazon does not compete directly with Wal-Mart or Target
Wal-Mart is Amazon's biggest competitor, with more than 4,700 stores across the US, within a 10-mile radius of 90% of the population.
However, Amazon’s first four-star store’s merchandise – a random trinkets alongside iRobots and Amazon’s devices – and its location in the heart of New York’s fashion shopping district show that Amazon is trying to bring four-star stores and big-box “universal” The store is separated.
3. Commodity prices are not low
There is a $20 kitchen glove like dog claws, a $16 USB charging cable, $7.99 corn kernel stripper, and a $15 cup that says "believe in yourself." Under some price tags, Amazon also included a preferential price, only for Prime members, which reminds me of the next point.
4. This store is basically a large advertisement.
Listing the discounted price and price tag is a very smart solution to attract more people into the Prime network. When I visited on Thursday, the price of some Prime members was 36% lower than the price. The company said in a press release that people can “easily sign up for a 30-day free trial and immediately enjoy the Amazon website price in the store.” This is like the Amazon version of the registered store credit card, which allows Prime members to get discount.
The store also sells its own brand of Amazon Basics products, from whiskies and wine glasses to computer cables and baking trays.
5. Everything in the store is the same as the price on the Amazon website.
The price of Amazon.com is always changing, which may mean that if you buy a good for $5.99, when you go to the checkout, the price drops and you pay a cheaper price.
6. In addition to dynamic pricing, Amazon did not show off its technological strength.
Just look at Amazon's four-star store and you won't know it's a technology pioneer. This store doesn't have Amazon Go no-checkout technology; when you're close to the store, there are no pop-up notifications for marketing or promotional purposes on your phone; there's no AR experience.
This store can be said to be low in technology, which seems to be an opportunity missed by Amazon.
7. Even its technology display is a bit boring.
The entire electronics section of the store is in the corner, and considering that Amazon can use it as an Alexa showcase, it's amazing and a bit disappointing. It consists of several tables and some equipment and bundlesAccessoriesComposition. Shoppers can try Amazon's Ring or Echo devices, but the Kindle and Fire Tablets can't be experienced, and the entire area is a bit crowded.
8. This store is very friendly to dogs!
Amazon is known for its love of dogs. However, its pet area is quite common, including many items - chuck arms, balls, pet bowls - available in your local PetSmart or Petco.