It’s easy to gloss over the timeworn Amazon headlines, but media coverage of the e-commerce titan’s recent physical retail strategies incited us to dig a little deeper to share some key learnings for you today:
1). First, Amazon’s partnership with Good Housekeeping magazine to create a new pop-up shop and digital boutique, GH Lab, at the Mall of America beckons a unique approach to the physical shopping experience using technology and a thoughtfully crafted, limited assortment.
2). Secondly, the opening of Amazon 4-Star — a new physical store where everything for sale is rated 4 stars and above, is a top seller, or is new and trending on Amazon.com— signals a new level of data-driven curation and transparency that only seemed possible online.
3). Lastly, the introduction of Amazon’s first fashion-focused pop-up shop in London further affirms the 'brick-to-clicks' phenomenon driving many digitally-native brands to embrace offline despite the 1,773 store closures so far in 2018.
Amazon has been dabbling in physical retail since its acquisition of Whole Foods in 2017, but its bold experimentation with these new store models clearly reveal the company’s ambitions across multiple physical retail verticals – from fashion to furniture to wellness and more.
These moves signal a future in retail where the power of data drives curated assortments, transparency, and more pleasant, stress-free shopping experiences.
Retailers, take note!