RNG First Look: Amazon Pop-Up Store

Source: Graham Hotchkiss, Benjamin Simon, Thursday, Oct 23, 2014

 

RetailNet Group was able to get a first look at Amazon’s Pop-Up store on its opening day in San Francisco. Click HERE for the full store tour. 

The store was launched simultaneously with a duplicate location in Roseville, a suburb of Sacramento. Amazon specifically chose upscale, indoor malls, located in relatively affluent areas, in an attempt to target wealthy shoppers.

The store exclusively sells Amazon’s own electronics, focusing on its Fire HD Tablet, Fire HD Kids Edition Tablet, Kindle Voyage, Fire TV, and struggling Amazon Fire Phone.  

 

The store follows the recent trend in consumer electronics, focusing on the user experience with in-store demonstrations and products available for customers to test before purchasing. One of its innovative strategies is to let users even “borrow” a device, allowing for short term trial periods out of the store. 

 

The store's promotional strategies include advertising the Fire HD tablet with a starting price of $99, as well as $95 worth of free essentials included with the purchase of a Kid's Edition tablet.

 

The displays of Amazon's Fire TVs are set up for video game use, which has been one of Amazon's recent initiatives. In addition to developing unique games for the Fire TV platform, Amazon recently completed an acquisition of video game streaming site Twitch for over $1 billion. 

This new concept allows Amazon to better compete with consumer electronics companies, many of which have been implementing new programs to allow users to further engage with devices. Due to Amazon's pure-play model, this "try before buy" model has previously been impossible for Amazon devices. Amazon's new pop-up kiosks also aim to drive sales through impulse shopping, which is traditionally much harder to do on an online platform. 

This is just one of Amazon's new initiatives in preparation for the upcoming holiday season. Amazon will also be opening a physical location to enable same-day delivery and pickup services in the city.