Amazon got its start as an online bookseller, and now, over
20 years later, it's decided to sell books the old-fashioned way. Last week Amazon
opened a store in Seattle called Amazon Books.
One may ask why the company that destroyed the physical
bookstore industry would now want to operate a physical bookstore…But there a
few facts that might make this a good strategy.
First, Amazon says that it won't entirely be doing things
like a traditional store, however; it'll be relying on Amazon.com data —
including customer ratings, sales totals, and Goodread's popularity — to decide
which books to stock. As a physical retailer, to have this combination of
information readily available is great competitive advantage.
Moreover, Amazon has the capacity to create an offline
customer experience that is relatively consistent with the online one. In a multichannel
marketing environment, to have the ability to create a consistent customer
experience is also a great advantage.
Second, in addition to selling books, Amazon is also going
to be putting its devices on display. Visitors will be able to try Kindles, the
Echo, the Fire TV, and Fire Tablets
Finally, a store can be a same-day delivery hub.
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