With Amazon Go’s popularity, luxury must determine the cashierless model’s relevance

Luxury Daily – The long-awaited Amazon Go retail store has finally opened and there has been immense praise for its cashierless model, but is the concept one that can be emulated by luxury?

Amazon’s in-store concept works by letting users sign into an Amazon Go account on a mobile device, and then simply pluck desired items from the shelves and walk out with them while the smartphone tracks what was picked up, automatically charging the goods to the consumer’s account. While it is clear that the idea has immense potential, two questions arise: is it possible and is it right for luxury brands?

“The question is ‘Do other retailers have the competency?’ and that’s unclear,” said Jeffrey Neville, senior vice president and practice lead at Boston Retail Partners, Boston. “More likely, there are pieces of the Amazon Go model that retailers should look at incorporating as they plan for their store of the future.

“Part of the benefit of the Amazon Go experience is speed and convenience for the customer, for the luxury market, this grab-and-go technology doesn’t necessarily make sense since a large part of luxury shopping is the time evaluating a high-ticket item and the interaction with the sales associate asking questions about fit, care and use,” he said. “However, the elimination of the traditional POS may open the door for retailers to redesign their stores and eliminate the classic cash wrap desk to enable more customer- associate interaction.”

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