Amazon is opening a new retail store in New York today featuring a selection of products that have a minimum of 4-stars in their customer reviews.
Unceremoniously dubbed “Amazon 4-Star”, the items sold are specifically selected on the precedent of being top sellers, or new and trending on the site. Collectively the items currently on display have 1.8 million 5-star customer reviews, with an average product rating of 4.4 stars.
“We created Amazon 4-star to be a place where customers can discover products they will love. Amazon 4-star’s selection is a direct reflection of our customers—what they’re buying and what they’re loving,” Amazon shared in a blog post.
The brick-and-mortar location will feature devices, consumer electronics, toys, books and games – as well as a range of items for the kitchen and home. Items that were particularly well received will also display quotes from online reviews on small paper cards.
— Amazon News (@amazonnews) September 26, 2018
Mirroring the structure of the Amazon website, the shop will also feature areas with product bundles, such as “Trending Around NYC”, “Frequently Bought Together” and “Amazon Exclusives”.
Digital price tags in-store will ensure that the pricing will stay exactly the same as on the Amazon website, with Prime members getting a special membership discount.
Another clever integration by Amazon is that customers have the opportunity to trial its Alexa voice assistant while in store, thanks to the presence of the best-selling Echo Dot, which has an average customer review of 4.5 stars, with 5,600 customer reviews. This also follow the launch of a range of new Alexa-enabled devices last week, including a smart plug and a microwave.
Amazon’s continued push into physical retail is a great example of how data from e-commerce can shape the product selection in-store. By further gather data specifically to the neighborhood, or in this case, city location, it is further personalizing the customer experience and incentivizing in-store visits.
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