Amazon Books launches in Seattle! A guide to the shopping experience.
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The document provides an overview of Amazon's first physical bookstore located in Seattle. Some key points: - The store aims to test physical retail while highlighting books through large displays and curation based on online purchases and reviews. - It is located near popular restaurants and other stores to drive foot traffic. Books are the main focus and displayed from floor to ceiling. - Digital and physical experiences are merged through Kindle displays, reviews, and dynamic pricing that shows eBook prices. Recommendations and children's sections integrate tablets. - Checkout matches credit cards to Amazon accounts. Returns are only allowed for items bought in the physical store. The store aims to promote Amazon products and drive sales across media.
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The document provides a company profile of Amazon, describing its founding in 1994 as an online bookstore called Cadabra.com, which was later renamed Amazon after the largest river in the world. It details how Amazon began solely as an online bookstore but has since diversified its product offerings. The document also addresses early concerns about online shopping and how Amazon worked to build trust with customers by allowing reviews and recommendations.
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Amazon.com started as an online bookstore called Cadabra in 1994 and was founded by Jeff Bezos in Seattle, Washington. It has since expanded globally and now sells a wide variety of products. Amazon uses customers' purchase histories to provide personalized recommendations for products they may like. It has also grown to allow sales from third-party vendors, which now account for a large portion of its revenue, though it started primarily selling from its own warehouses. Some privacy concerns have been raised around Amazon's tracking of customers' browsing histories to target recommendations.
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Amazon Books launches in Seattle! A guide to the shopping experience.
- 1. Welcome to Amazon Books! This store is interesting for a few reasons: • It allows Amazon to test the waters of physical retail in an industry it dominates • For a company that sells the world, the store has a small foot print and is highly curated • The store brings together information from the Amazon community with expert help and self service
- 2. Opening Day Location, Location, Location. The store is located in a high-end, outdoor mall in Seattle (including Apple, Microsoft, lululemon, Anthropologie and many other hip stores). It is situated near Din Tai Fung, a highly popular restaurant with long waits – great for bringing people into the store. We’ll take you inside to see what’s here…
- 3. The store puts the books first. They are the stars of this show (not branding, or seating, or coffee bars). The books go to the ceiling and while many are singles not displayed below (unlike the Costco model of using high shelves for storage), they are all available for purchase – if a sales person gets it down for you.
- 4. Digital meets physical. The store caries a variety of new and popular books seemingly based on online purchases and reviews.
- 5. Ratings and Reviews from the site highlight each of the displays.
- 6. Merchandising signage is playful and has personality.
- 7. Kindles are nested in many aisles, both encouraging users to explore and trial the device.
- 8. Snippets of reviews from Amazon users are shown on many products….makes you wonder if you should look for your own!
- 9. Dynamic Pricing. Using the Amazon iPhone app to read the bar code or cover, you are able to see what the prices are for a given book. It defaults to the version in the store, but you can easily navigate to see the eBook price. I was surprised that many of the eBooks were more expensive.
- 10. How could it be Amazon without recommendations?
- 11. The children’s section has small tables, tablets on which kids can read or play. The books are sorted by age group, rather than author (which is good for finding options, but can make finding a specific book a scavenger hunt).
- 12. Small amounts of seating are available in the periphery (and on display to those walking by). Tablets abound.
- 13. Check out – matches credit card with those stored on Amazon account. Returns in store only for items bought in store. Launched in November 2015, but still with magnetic stripe payment (no EMV here).
- 14. Worlds colliding: Antiqued paper meets community, meets quotes, meets solicitation for feedback via email.
- 15. Cross selling. Bringing media together – Movies + Books + Kindle + Audio. Amazon merchandizes it’s physical store to support sales across media.
- 16. Cross Selling key Amazon Products – while the store is mostly books, Amazon does a nice job of cross promoting related products – largely for media consumption. Customer reviews are present, even for the products that Amazon makes.
- 17. The book store has a keen focus on drawing in kids and their parents. The fire Kids Edition display is featured in the center of the store (while the kids section is at the back).
- 18. Cross-promotion follows you everywhere!
- 20. What works: beautiful display, focus on books – feels like a great local bookstore. Where other Amazon products are featured, it feels like a natural extension – good curation. What doesn’t: hard to find specific books without assistance. No way to search what books are here in print.
- 21. Point B Retail and Consumer Products Practice www.pointb.com Julie Smith, Principal @smJulie