Are We Ready for Amazon Go?

By the fourth, maybe fifth, faulty swipe of that bag of Orbit gum, you’re ready to say “forget it” and stop using the self-checkout machine. Shopping from self-checkout to endless lines and the always-malfunctioning chip card reader can be a pain. If only there were a better way.



Enter Amazon.

The online retail behemoth recently unveiled Amazon Go, their futuristic take on the traditional grocery store. At Amazon Go, there are no checkout lines, no cashiers, no credit card machines; you pay for everything from your phone. Is Amazon Go better than what we currently endure? We surveyed 1,000 Americans to find out.

The results?

Well, not everyone is onboard, specifically, boomers. They remain skeptical. While 75 percent of people surveyed said they would likely shop at an Amazon Go if one were located nearby, 30 percent of baby boomers said the opposite: that they would be unlikely to shop at Amazon Go, even if it were conveniently located.

While 84 percent of those surveyed said they would likely enjoy shopping at Amazon Go, more so than a traditional shopping experience, 20 percent said they would be losing out on something important by shopping at Amazon Go versus at a traditional grocer.

What would they lose out on?

Well, according to our survey, the biggest drawbacks to Amazon Go are the inability to use coupons, the lack of product selection, the absence of social interaction, and not being able to pay with cash. 86 percent of people surveyed said that they typically shop at more than one store during a shopping trip.

Presumably, people shop at multiple stores to make sure they get the goods and brands they prefer. But what’s interesting, is what we uncovered in the survey: 75 percent of respondents said that in theory, they would shop at a grocery store despite it not carrying their favorite brands. In fact, only 13 percent of respondents said that it was extremely important to them for a grocery store to carry their favorite brands.

What does this mean for Amazon Go?

Good news: 32 percent said that in an Amazon Go store, they would have even less preference for specific brands. Which makes a case for having the best food packaging and branding to help persuade the Amazon Go shopper.

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