Amazon.com’s recipe for the department store of the future includes algorithmic recommendations and what one company director called a “magic closet” in the dressing room.
The online retailer announced on Thursday (20) that it will open its first clothing store this year, but with a technological twist. “We wouldn’t do anything in physical retail unless we felt we could significantly improve the customer experience,” said Simoina Vasen, managing director.
At 2,787 square meters, “Amazon Style”, which will be located near Los Angeles, will be smaller than a typical department store.
A model of the clothes sold sits on the shelves, and customers scan a code using the Amazon app to select the color and size they want. To try on the clothes, which are stored in the back, shoppers enter a virtual queue for a fitting room, which is unlocked by smartphone when ready.
The dressing room is “a personal space for you to continue shopping without having to leave,” said Vasen. Each fitting room has a touchscreen that allows customers to order more items, which the team delivers to a secure two-sided locker “within minutes,” she said.
“It’s like a magic closet with a seemingly endless selection,” said Vasen.
Touchscreens also suggest items to consumers. Amazon will keep a record of every merchandise a customer scans for its algorithms to customize clothing recommendations. Buyers can also fill out a survey about their style of dress. Thus, when they arrive at the fitting room, employees already deposit the items requested by customers and also others that Amazon suggests.
The company’s new store aims to attract a wide range of customers with hundreds of brands, Vasen said, declining to cite examples.
The company has overtaken Walmart as the most bought clothing retailer in the United States, according to an analyst survey. But it still has room to expand and compete with companies like Macy’s and Nordstrom, which have opened smaller-format stores.
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