Having your fingers softly caressing fine cashmere, your tired feet test driving the memory foam of the latest trainers by your fave brand, your olfactory receptors waking up at the scent of ripe strawberries: this is what you normally experience when you browse in any shop, from fashion to food. And this is what is at the root of an Amazon Everything culture actually becoming on everything or not.
The brick and mortar store vs online shopping is just one of the topics we will be talking about today on how our shopping habits have changed and will continue to change.
Amazon is in fact the leader amongst online shopping sites (according to a J. Walter Thompson Intelligence Research), so if we really want to understand how we will be buying our milk in 2030, Amazon is where we need to be looking into.
We have all done it. But millennials have done it more. Millennials want everything immediately and Amazon has mastered the most efficient ways to respond to millennials shopping habits. First there was Amazon Prime, then there was Amazon Prime Now. Amazon buttons. Amazon lockers. And here we go with Amazon this and Amazon that. Amazon everything has got to do more with the way we shop for things rather than what we actually but.
If we were ready to stop strolling from shopping window to shopping window, touching, trying on, being enticed with the meticulously studied scents of olfactory marketers experts in the name of getting what we want online, similarly to what you’d experience on a blind date, is because something convinced us.
Prices, competitive prices and loyalty schemes, promotions and huge discounts.
And Amazon came in with some of the best services and prices, and that’s why it doesn’t surprise that what we are looking at for a possible Amazon Everything Next might be a major takeover in the food industry as well as the pharmaceutical.
Jason Perlow, senior technology editor at ZDNet on JWT Research commented on a possible entrance of Amazon in the food and beverage industry and explained how Starbucks is to be considered as a rival due to its bricks and mortar nature and the established customer base.
We must agree with that. But then, we kind of would have the same reaction we had when Amazon became a leader of cloud services, specialising in infrastructures, something that giant companies such as Oracle had to come to terms with. It’s like: when Amazon does something, it takes everyone by storm and conquers its market.
We also didn’t understand why all of a sudden we would watch TV shows, and we talk about major TV shows on Amazon: launched in 2006, Amazon Video is as popular as some of the major platforms we all use for watching or favourite series.
Fashion? Do we really do fashion on Amazon? It can be a question that implies a personal point of view answer, but Amazon says we do. They have recently launched their first celebrity collaboration with Drew Barrymore (while brands such as Calvin Klein had already partnered) with the Dear Drew lifestyle and fashion brand.
Which means we are not just trying out clothes in stores and then check if we can get a better price on Amazon. With this move, users would go to Amazon in search of trends in the first place.
Amazon can set trends in the online shopping as well as in shopping in general.
The pharmaceutical industry is what Amazon is preparing for and we are yet to understand how our way of dealing with our health is destined to change.
Ana Gupte, analyst at brokerage firm Leerink, summed it up:
We are convinced that AMZN will almost certainly enter the drug distribution value chain within two years, evolving into a more disruptive offering over time.