STATEN ISLAND, NY-Amazon opened its first “retail experience” in Los Angeles this week, introducing a high-tech brick-and-mortar store that pioneered some sophisticated shopping practices.
Located at The Americana’s Brand, a shopping complex in Glendale, Calif., The new physical store is described as a mix of Amazon Style app-based interactions, in-store styling-and-fit services, online-to-IRL test- ons, and Amazon One palm-recognition-based checkouts. According to fastcompany.com, it’s a combination of data -driven technology that makes customer travel unique in the fashion space.
Yahoo Finance reports that the 30,000-square-foot store looks like any mall-based clothing store, but this modern model allows customers to browse the Amazon Style app and test their choices on one of several fittings. room – each with touchscreens. to immediately call multiple styles, SKUs and size options.
Visitors can also browse the racks, where they can scan QR code items to have selected sizes and colors sent directly to a particular fitting room-which can then be unlocked using the app. When the customer comes to the room to try on clothes, his or her selections, along with additional suggestions selected by Amazon’s algorithm, are ready and waiting, fastcompany.com notes.
Store floor sales also showed up differently, Yahoo Finance reports. There is a section where outfits are selected by different influencers to give shoppers an idea of what is trendy today. There is also a section for premium brands, including Vince, Theory, Equipment and Rebecca Taylor, as well as a section for popular brands, including Calvin Klein, Levi’s and Lacoste. Amazon’s own brands are also sold, but right now it’s not the majority of the items on the floor.
“Our three goals for Amazon Style are to make shopping more engaging, personal, and convenient for every customer,” Simoina Vasen, managing director of Amazon Style, said in a statement. “While trying on clothes in the store, customers no longer have to get dressed and go out on the floor to see if their size works. However, shoppers can continue to order, try on items and continue their shopping experience from the dressing room.
Customers can also request to ship their online fashion purchases directly to the Amazon Style store to try on in one of the high-tech fitting rooms. Returns can also be processed directly at the store, which saves shoppers a trip to the post office.
No word yet on whether the e-tailer has plans to extend Amazon Style to other markets.