STATEN ISLAND, NY – Amazon opened its first “retail experience” in Los Angeles this week, introducing a high-tech brick-and-mortar store that is pioneering some sophisticated shopping practices.
Located at The Americana at Branda shopping complex in Glendale, Calif., the new physical shop is described as a mix of Amazon Style app-based interactions, in-store styling-and-fitting services, online-to-IRL try-ons, and Amazon One palm-recognition-based checkouts. According to fastcompany.comit is a blend of data-driven technology that makes the customer journey unique in the fashion space.
Yahoo Finance reports that the 30,000-square-foot store looks like every other mall-based clothing store, but this modern model allows customers to browse through the Amazon Style app and try their selections on in one of many fitting rooms – each equipped with touchscreens to instantly summon more styles, SKUs and size options.
Guests can also browse the racks, where they can scan item QR codes to have select sizes and colors delivered directly to a particular fitting room – which are then unlocked with the app. When the customer arrives at the room to try on clothes, his or her selections, along with additional Amazon algorithm-selected suggestions, will be ready and waiting, fastcompany.com notes.
Merchandise on the store floor is also displayed differently, Yahoo Finance reports. There is a section where outfits have been selected by various influencers to give shoppers an idea of what is currently trending. 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 for sale, but currently don’t make up the majority of items on the floor.
“Our three goals for Amazon Style are to make shopping more inspiring, personalized, and convenient for each customer,” said Simoina Vasen, managing director of Amazon Style, in a statement. “While trying on clothes in-store, customers no longer need to get dressed and go out on the floor to see if their size is available. Instead, shoppers can keep ordering, trying things on and continuing their shopping experience from the dressing room. ”
Customers can also request to have their online fashion purchases delivered directly to the Amazon Style store to try on in one of the high-tech fitting rooms. Returns can also be processed directly in the store, saving shoppers a trip to the post office.
No word yet if the e-tailer has plans to extend Amazon Style to other markets.