“They’re connecting the dots,” said Berg.

By entering the world of bricks-and-mortar, the retailer is ensuring it has a cut of another revenue stream. The retailer sees that the future of the industry won’t be black or white in choosing only online or only in-store, it will be multichannel.īut if Amazon remained as only an e-commerce retailer, it would be missing out on all the ways a customer might want to shop. They marry the best of both worlds,” said Berg.Īmazon has understood that what shoppers love most is choice. Amazon sees that the future of retail is blendedĪ customer might have a preference between online and offline purchases, but when it comes to how they buy, “very few people exclusively shop online or only in store.So the online retailer is moving into the physical retail market because it sees a spot for someone - Amazon - who’ll challenge the status quo. Instead, Amazon is highlighting all the friction points in the customer shopping journey and eliminating them as much as possible in its own stores. “Consumer expectations are super-charged and Amazon sees the opportunity to bring the physical store into the 21st century,” Berg added.Īmazon’s shops will not and do not just replicate other retailers’ in-store experience. It can see shoppers’ dissatisfaction with the current in-store experience and is setting out to improve it.

Amazon buy online