Last November Amazon opened its first physical bookstore in Seattle. It was Amazon’s first step into brick and mortar retailing. Now it appears the online retailer wants to expand this business and become a more tangible brand.
Earlier this week, Sandeep Mathrani, CEO of the real estate company General Growth Properties Inc., told the Wall Street Journal: “You’ve got Amazon opening brick-and-mortar bookstores and their goal is to open, as I understand, 300 to 400.” Amazon’s alleged plan would make its retail operations comparable to established chains like Barnes & Noble (640 stores) and Books-A-Million (255 stores).”
It is as if Jeff Bezos, CEO of Amazon, has been reading our blog: Amazon’s expansion plans in physical retailing confirms Avantgarde’s belief that creating physical brand experiences is important when building lasting relationships between brands and costumers.
Apart from the fact that the brand enters the real world with a bang, there are many more reasons why Amazon shifts its focus to physical point of sales: Amazon realizes the importance of touching and feeling physical products before buying them. Other advantages include advantage include having the same favorable prizes as online, and its refined website data analysis to stock the physical bookstores.