Five Reasons Why Amazon Is Moving Into Bricks-And-Mortar Retail

ANNA SCHAVERIEN | December 29, 2018

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Amazon is the world’s largest e-commerce company. But in the past few years, the online store has begun to make its first steps into the world of bricks-and-mortar retail. The first physical bookstore, Amazon Books, launched in Seattle in 2015 and has since expanded across America. It then acquired Whole Foods in a $13.4 billion deal, allowing Amazon to own 460 stores U.S., Canada and Britain almost overnight. And this year saw the official opening of Amazon Go, the cashierless grocery stores which can now be found and may be coming to the U.K. soon.So why is Amazon, the go-to destination for online shopping, now pouring money into opening up physical stores? Natalie Berg, the co-author of a new book “Amazon: How the world’s most relentless retailer will continue to revolutionize commerce” gave five reasons. It can see shoppers’ dissatisfaction with the current in-store experience and is setting out to improve it.“Consumer expectations are super-charged and Amazon sees the opportunity to bring the physical store into the 21st century,” Berg added.Amazon’s shops will not and do not just replicate other retailers’ in-store experience. Instead, Amazon is highlighting all the friction points in the customer shopping journey and eliminating them as much as possible in its own stores.

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