Online retail colossus Amazon has upped the brick-and-mortar game as it opened its first-ever physical fashion store—Amazon Style—at Los Angeles, offering a tech-high in-store experience that makes shopping convenient and yet fun.
Consumers can browse hundreds of existing, new and emerging apparel, footwear and accessories brands on and off the racks, and for both men and women. The Amazon shopping app can “send items to a fitting room, where they can use a touchscreen to browse more options, rate items, and request more sizes or styles that are delivered directly to their room within minutes”.
Shoppers need to scan an item’s QR code to see sizes, colours, overall customer ratings, and additional product details. With the tap of a button, they can add the item to a fitting room or, if they don’t need to try it on, send it directly to the pickup counter. “Amazon Style offers more selection than a traditional store of its size—more than double the number of styles—without requiring customers to sift through racks to find the right color, size, and fit. Instead, Amazon Style features display items, bringing more looks and less clutter to in-store shopping.”
Built around personalisation, Amazon Style’s machine learning algorithms produce tailored, real-time recommendations for each customer as they shop. As customers browse the store and scan items that catch their eye, picks are recommended. For an even more tailored experience, customers can share information like their style, fit, and other preferences to receive more refined recommendations. Even shopping for deals is personalised and convenient—customers can easily view deals in store that match their preferences on the Amazon Shopping app.
