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Strategy Analytics: Amazon Go Is Compelling But Niche Experience

Amazon Go

Two years after opening the world’s first cashier-less convenience store “Amazon Go,” Amazon has expanded on its concept, opening a larger-format cashier-less grocery store. A new report from the User Experience Strategies Service (UXS) at Strategy Analytics outlines a consumer-focused evaluation of the Amazon Go Grocery experience. While ”Just Walk Out” shopping has the potential to disrupt retail, its broader impacts remain relatively niche.

Key report findings include:

  • “Just Walk Out” shopping is exorbitantly expensive to implement and maintain. This concept is impractical for many other grocers or general merchandise stores, much less other use cases with high inventory and checkout stations.
  • Frictionless retail is also unsuitable for many other retail verticals beyond grocery and convenience. For example, consumer electronics such as smartphones and television shopping are better suited for a concierge sales approach than an impersonal shop-and-go approach.
  • Stores that encourage trying-before-buying—e.g. clothing stores with fitting rooms or on-site alterations—are also not well-suited for this concept, as shoppers are far less likely in practice to return a “retrieved-but-unpurchased” item to a shelf.

Derek Viita, senior analyst and report author, commented, “While not directly relevant to other industries, if cashier-less concepts such as Amazon Go become more widespread, we would expect to see continued growth in consumer adoption of forms on contactless payments, which Strategy Analytics already expects to happen due to the Covid-19 pandemic.”

Added Lisa Cooper, director UXS, “At a macro level, Amazon Go is also proof that a complex system of cameras and sensors can successfully be deployed in large-scale settings with an impressive level of accuracy. This should bring confidence to developers of other complex camera and sensor systems, such as vehicle-to-vehicle and autonomous driving applications.”

Strategy Analytics provides consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise success. 

Analyzing UX innovation opportunities in wireless, smart home and other emerging technologies, UXS forms part of the User Experience Innovation Practice (UXIP) at Strategy Analytics. Focusing on user behaviors, motivations and interests across multiple consumer verticals, UXIP helps clients meet consumer needs, develop usable solutions and deliver compelling user experiences through both syndicated and proprietary research capabilities.

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