Until the online shopping experience for fashion is as smooth as the in-store experience, Amazon needs to have a physical shop presence or it will never make the impact that it hopes to.Īt its very core, a shop is a giant display room for your products. Though Amazon does not have dedicated fashion stores yet, Berg predicts that it won’t be long until there are. Quality is subjective and cannot be determined over a screen,” Berg explained. (Photo: Amazon)Īmazon was used to selling products like books, where you know exactly what you’re getting. The issue of sizing has not been fixed in online purchases just yet, shoppers still can’t feel the fabric before they buy, or hold it up to themselves to see how it would look.Īmazon may look to open fashion stores to help develop its fashion offering. If Amazon is serious about beefing up its fashion offering, it can’t do it without access to stores.Īs much as it’s focusing on making the online experience of clothes shopping easier for its customers, there are still points of friction.
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.
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