Amazon Going
Several years ago, when Amazon launched Go and then acquired Whole Foods, it seemed inevitable that Whole Foods would eventually become cashier-free stores. However, that’s still not the case… yet.
If Amazon was thinking that voice commerce was going to be a big thing, it was a wrong bet. Reordering, sure. But shopping without seeing or feeling isn’t that fun.
In Paco Underhill’s Call of the Mall, he talks about the experiences that malls produce. While the book is 17 years old, the lessons are still relevant. It’s about experiential retail.
The worst part of any experience buying is waiting in line at checkout. So why not just get rid of it? Once this is removed, you can then add more excitement through samplings, in store demos, visual displays, and other in store experiences that are unique.
It’s likely that by the end of the decade, many places will have adopted the Amazon Go approach to make check out seamless. Those displaced may be employed to create something new and exciting for shoppers to encourage them to come back in person.
