What is really driving Amazon's new bricks-and-mortar strategy?

Amazon Go store

Source: Shutterstock/MariaX

Simon Creasey asks why online retailer Amazon is so determined to build a bricks-and-mortar presence at such a challenging time for the high street

The store sells the sort of ‘grab-and-go’ food and drink items you would expect in addition to everyday staples like bread and milk. However, this store is far from ordinary. It doesn’t have any checkout assistants, for one. Nor indeed does it have any checkouts.

There are no self-service machines either. Instead, there are security barriers operated by a mobile phone app. Shoppers simply walk around the store picking up the items they require and then they leave. No scanning is necessary. Within minutes, the app provides an itemised bill and tells shoppers how much they have spent.

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