Amazon will open its first physical clothing store in Los Angeles: Algorithms will suggest trying | Economie

Covering an area of ​​nearly 3000 square meters, the e-commerce giant Amazon This year, near Los Angeles, she will open her first clothing store, a very popular section of her website. After trying its luck in the food and pharmacy markets, the tech company takes off in business, promising a more virtual experience than a physical one, thanks to QR codes, which will allow customers to choose and receive items in the fitting room, like algorithms that will turn a purchase into an interactive experience with little human involvement. .

“We won’t try anything in retail unless we feel we can significantly improve the customer experience,” he explained. tech giant In a statement compiled by Reuters. The size of the store, smaller than the clothing store of any standard chain, is explained by the selection form. Customers will have to scan through the Amazon mobile app the code corresponding to the color and size of the models of the models that appear on the shelves, through which they will also be able to see the reviews of other customers. To try on the clothes, shoppers will wait in a virtual queue before unlocking access to the kiosk with their smartphone when it’s free.

As soon as he enters the dressing room, the consumer will have at his disposal a “magic locker with a selection [de prendas] Seemingly endless,” according to Simona Vasin, the company’s managing director. The dressing room will be “a personal space for you to continue shopping without having to go out.” Each changing room will feature a touch screen so customers can order more. One of the items that the organization’s employees will provide is “in minutes”.

In the “Amazon Style Shopping Experience”, the algorithm will practically take customers on one hand, and double the offer based on their previous selection. Touch screens will recommend items to shoppers, just as they do now on the web, thanks to a history of every piece of clothing a customer scans. By the time those reach the dressing room, employees have already deposited the items ordered by customers and others selected by Amazon’s algorithm. Consumers will also be able to answer a satisfaction questionnaire, giving more clues about their preferences.

Amazon’s fashion division, which offers men’s and women’s clothing, shoes and accessories, has already overtaken giant Walmart, the largest US retailer, as the best-selling apparel retailer, but it still lags behind supermarkets like Macy’s and Nordstrom. However, the food division (supermarkets and physical stores) did not manage to stand out from traditional retail. Amazon Virtual PharmacyLaunched during the first phase of the pandemic, it has yet to revolutionize a market dominated by large listed chains. Despite the slowdown in consumption And supply chain congestion, Amazon’s online business has skyrocketed since the start of the health emergency announced last October Some benefits More than 19,000 million dollars, nearly 35% more than the same period the previous year.