When more and more physical businesses covet online spending power Amazon Amazon USA, the pioneer of e-commerce, recently announced that they are going to join the physical store business, and for this physical store, the company has invested four years in design and research and development. On December 5, Amazon officially released a video advertisement, exposing the true face of their concept supermarket Amazon Go, which is about to open in Seattle.
Since it is a “concept” supermarket, the operation of this supermarket is definitely different from the configuration and painting style of ordinary supermarkets such as Wal-Mart, which we are familiar with. Well, it should be very different!
From the video released by Amazon, we can see that Amazon Go emphasizes three main points: “no queue”, “no checkout” and “no cashier”. Specifically: scan the Amazon Go QR code on your mobile phone when you enter the door, and then you can shop at will in the supermarket. Don’t worry, the goods you selected will be automatically put into your mobile phone’s “shopping cart”, and when the goods are picked up from the shelf, they have been automatically “put” into your online shopping cart. If you change your mind, just put the goods back and the corresponding items will be automatically reduced in the shopping cart. Finally, all you have to do is walk out of the supermarket with your chosen things! As for the checkout, there is really no need to queue up. Because Amazon Go will automatically calculate the price after you leave the supermarket, and then deduct money from your Amazon account. Of course, you will also receive electronic shopping receipts.
How’s it going? Do you feel like living in the future world you imagined before?
Amazon calls the technical application supporting this supermarket concept “Just Walk Out Technology”, which includes computer vision, deep learning algorithm and sensor fusion, and is inspired by driverless cars.
The concept of Amazon Go is more based on machine learning technology, which can automatically identify when goods are added to consumers’ “shopping carts”, so consumers don’t need to do anything in the whole process.
According to Business Insider’s previous report, Amazon’s internal plan shows that 2,000 Amazon Go stores will be established in the United States in the next decade. However, Amazon also claims that each Amazon Go is only about 180 square meters, which is relatively small compared with many other supermarkets. However, by comparing the main supermarket products announced by Amazon, we can make clear its intention and target consumers. It is reported that Amazon Go mainly sells staple foods such as ready-made food, bread and milk, as well as semi-finished products and other grocery products. From this point of view, just like the little Starbucks on the corner of the United States, Amazon Go mainly faces young people living in a fast-paced life.
Amazon Go’s first store will open in Seattle early next year. I wonder if it will be like Starbucks’ first store in the world. In addition to the responsibility of basic operations, it will also be responsible for the experience of tourists.
I am not a tech geek, but I must honestly say that I was very excited the moment I saw the Amazon Go advertising video. But the next second, there are countless questions. For example, how to return the goods if you are not satisfied? You know, the convenience of American merchants to return goods has always been very reassuring, but who should I turn to for a return here? For example, if what you want on the shelf is gone, who should you ask to replenish it? At this time, I will probably miss the ubiquitous staff in ordinary supermarkets. In addition, if you are overcharged, do you need to spend extra time writing emails to customer service and solve it by providing photo coupons one after another? If so, then one of the original intentions of Amazon Go-there is no queue, isn’t it useless? Because it takes time to write and reply to emails?
Not only myself, but also many American media questioned Amazon’s beautiful concept store after the news of Amazon Go was released. For example, Forbes pointed out in the article “As far as we know, Amazon Go will not crush the retail industry” on December 9 that Amazon claimed that its integrated video and sensor network applied to Amazon Go would track when consumers took the goods off the shelves and put them back, and they would only charge for the goods they took when they checked out. But in fact, according to Forbes’ article, a study shows that the delay of sensors in managing the inventory and playback of shelves is very large, which can easily lead to chaos in checkout-that is, overcharge or undercharge. In ordinary supermarkets, it is very simple to correct the confusion of traditional cashiers.
In fact, the self-checkout system has long been used in most supermarkets in the United States. But why has the self-checkout system not been fully applied, and why will someone use the self-checkout system to assist the operation? The reason is simple, because these machines are sometimes unrecognizable, scanners are sometimes clumsy, and some discount coupons need to be cashed and used manually. …
Then, in Amazon Go, an “unmanned” supermarket, once a problem is found, who should I look for to solve it in time? Who to find to solve it in time? At present, this is the most frequently asked question about Amazon in the media.
It is based on this that Forbes’ article can boldly “predict” that Amazon Go, which looks so arrogant and cool, will still be unaffected and cannot replace traditional supermarkets.
Just like myself, when I first fell in love with Amazon Go, I was still firmly in line with WholeFoods, America’s favorite supermarket. Even though the same thing here is much more expensive than other places, what makes people feel that the money is worth it better than an extremely pleasant shopping experience?
WholeFoods is known as the healthiest supermarket in the United States, with probably the most complete range of organic food and non-genetically modified food, and it is also one of the favorite supermarkets of the American people. If we analyze the reasons from the types and quality of goods, as well as the design, display and decoration of supermarkets, it is actually rather boring. Let’s put it this way. Aside from the wonderful skills of WholeFoods supermarket staff in placing fruits and vegetables, as well as the crazy online stories of super invincible delicious tiramisu and cheesecake that can’t be eaten anywhere else, I want to share my feelings and experiences with you.
Not long ago, I went shopping at WholeFoods. Because I saw that milk was on sale, it was rare that the same milk WholeFoods was cheaper than other supermarkets for the first time, so I also took a can. However, when I returned to the car after paying the bill, I checked the shopping receipt and found that this can of milk was still charged at the original price, so I had to take it back, hoping to make up the difference.
When they arrived at the cashier’s office, the cashier was modest, but convinced that the milk was still sold at the original price. At this time, the supervisor came to inquire about the situation, and then sent someone to check the shelves. Later, it was found that their price tag was wrong. It’s true that this brand of milk has a discount, but it doesn’t have this weight.
“I see, I’m sorry, I didn’t see it clearly.” I’m going home.
At this time, the supervisor stopped me and asked me to take out the receipt and said, “It’s our resettlement problem, not yours. I’ll give you your money back now, or you can take the milk away. Please come here. “
It’s just such a move about one or two dollars, but there is no denying that WholeFoods has successfully captured my heart.
Later, a friend told me that she found her wallet missing when she checked out. Finally, the cashier paid for her.
In addition, in the past two years, in order to facilitate the life of more “fast-paced” families, the area of WholeFoods stores has become larger and larger, and it has developed towards the direction of super kitchens. More and more WholeFoods provide all kinds of cooked food, including staple food, soup, salad, barbecue, fried chicken, pizza, sushi, box lunch and so on. Not only that, WholeFoods also designed a large dining area and disposable tableware to facilitate dining. After the experiment, whenever a person doesn’t know what to eat, when there is a short trip to road trip or a picnic in the suburbs, shopping at WholeFoods becomes the best choice, because it is healthy and delicious.
How can a healthy and delicious supermarket with many choices, warm food and human touch be replaced by cold machines? After everyone’s curiosity is satisfied, what surprises can Amazon Go bring to consumers?
However, before my curiosity is satisfied, I really want to go to Amazon Go to experience it first!