![]() AmazonĪll a customer needs to do is pair his or her phone to the cart with an app scan, put whatever he or she wants into the cart, and then, when ready to pay, he or she just leaves through the store’s “ Amazon Dash Cart lane” and sensors automatically identify the cart and payment is then processed using the credit card stored in his or her Amazon account.Īs gimmicky as the idea sounds ( read here for more on that), it is the principle of the idea that matters most. store in Woodland Hills, CA can 'just walk out' without standing in line to pay. Customers who use the cart at Amazon's new Amazon Fresh. ![]() Customers who want to skip the line and only have a small amount of grocery shopping to do (say one or two bags worth) can bypass the traditional checkout setup and use Amazon’s aforementioned Dash Cart instead.Ĭlose up photo of the new Amazon Dash Cart. However, with all that notwithstanding, a checkout-free experience is still available for some of Amazon Fresh’s customers. Amazon Fresh is not meant to be an Amazon Go AMZN-style experience. Fresh customers will shop the store like people have always shopped a grocery store and then stand in line to checkout. The overall checkout system within Amazon Fresh is, according to Amazon, “ traditional,” i.e. If this consumer behavior around voice takes hold, Amazon will be way out in front of everyone on this one.Īmazon has been deliberate since the start of the year in discussing how Amazon Fresh customers will checkout within the Amazon Fresh store. grocery retailer has an Alexa within people’s homes, and certainly no other retailer has a smart cart already in operation to pair with such a voice assistant, either. Customers can pair their individual mobile apps or shopping lists to the cart, and then the cart will help them find and check items off their shopping lists by leveraging smart technology that knows what items on their lists have been placed inside their carts while they shop. Third, and finally, these same lists can also be coordinated with Amazon’s new smart Dash Cart. Second, Amazon Fresh customers can start their shopping lists at home via voice and then access the items on their lists by way of their Amazon apps while shopping the store. ask the kiosks where to find items throughout the store. According to Amazon Fresh’s website, customers can say things like, “Alexa, where can I find the ketchup,” and Alexa will then tell them where to go.īig blue Alexa kiosk in Amazon's new Amazon Fresh Grocery store in Woodland Hils, CA. Alexa permeates the new fresh experience in a number of ways.įirst, blue Alexa kiosks help Fresh customers find items while they shop. ![]() One of the most interesting and sublime experiments happening within Amazon Fresh has to do with Alexa and voice technology. In the former, Amazon still wins, while in the latter, one has to wonder if the use case is broad enough in its appeal to make a difference, and especially when one considers the next point. It’s like doing Target or Walmart without having to physically inventory all the other product categories inside of a store itself.Ī traditional grocer’s only competitive response will be either to allow Amazon into its walls ( similar to Kohl’s KSS) or to partner with third-party services that operate return hubs for online purveyors not named Amazon. It is almost like Amazon is creating a “faux one-stop shop” (my quotes) for everything a general merchandise store would carry but doing it by way of digital connection points and smartly placed counters and curbside services in and out in front of a grocery store. The closest competitors that offer something similar to this right now are the mass merchants like Walmart WMT and Target TGT, but, keep in mind, their third-party marketplaces and assortment offerings also still pale in comparison to Amazon.Īmazon is instead doing something quite unique. ![]()
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