Amazon is apparently planning for total consumer domination. Last week the company announced plans to acquire Whole Foods. Even more recently came news of Prime Wardrobe, which is the mega-retailer’s take on at-home clothing try-ons and returns. These developments certainly make a big brand impression on the average shopper.
And though the company has yet to publicly detail plans for the $13.7 billion acquisition of the organic grocer, GenPop has insights stemming from conversations with Amazon and one of its sellers shortly before the dual announcements were made. Essentially, according to Ipsos’ shopping trends expert Alison Chaltas, the retailer is perfectly poised – via Amazon Fresh – to satisfy the consumer desire for local, homemade goods available from a mobile phone or a voice command to the Amazon-owned Alexa.
And Amazon echoed that it was all about what the consumer wanted.
“We heard from customers that they’d like to shop for fresh food online,” says spokeswoman Andrea Ruge, when discussing AmazonFresh and the retailer’s decision to move into the grocery delivery/fresh food space. “And we’re now dedicated to providing them with a variety of convenient shopping options when it comes to tackling the chore of weekly grocery shopping.”
Now clothing is added to the mix.
“It’s a whole new ballgame,” says Chaltas, the Global President of Path to Purchase for Ipsos. “Amazon gains 430 stores and sites for many more which can serve as mini distribution centers and shipping sites, a full food distribution system including delivery truck suitable for perishables and catering, the better-for-you halo of Whole Foods as a brand and the expertise of one of the world’s best fresh food retailers including world class buying capabilities of on trend food and household products.”
Ruge’s other comments speak to what could come for the brand and its mass of assets.
“I can’t comment on our product roadmap, but I can tell you that we’re pleased with the feedback from customers so far,” says Ruge. “Grocery shopping has never been so easy.”
And if Amazon has its way, it will get easier still.