Amazon opens second retail technology centric Amazon Style store
Amazon is continuing its excursion into physical fashion retail.
The company has opened a second Amazon Style store, with the aim of combining the personalisation of e-commerce with the immediacy of bricks and mortar shopping.
This is located at Easton Town Center in Columbus, Ohio.
Amazon debuted the concept earlier this year at The Americana at Brand, in Glendale, California.
Using the Amazon Shopping app, customers send items to a fitting room, where they can use a touchscreen to browse more options, rate items, and request more sizes or styles that are delivered to the room.
Machine learning algorithms, meanwhile, produce tailored, real-time recommendations for each customer as they shop.
Amazon Style doesn’t use the Just Walk Out checkout-free tech found in Amazon Fresh and Whole Foods locations, instead opting for the Amazon One palm recognition service.
In a LinkedIn post, Tony Hoggett, SVP Worldwide Physical Stores & Speciality Fulfilment at Amazon, said: “Today, we opened the doors of our second ever Amazon Style store.”
“I’m excited for customers in Columbus to visit our store and take in this unique shopping experience, bringing together great selection with advanced technology and operations to make shopping for clothing, shoes, and accessories personalised and fun. Congratulations to the team on this milestone!”
A major coup
In 2021, we reported that Hoggett was stepping down from the role of Tesco Chief Strategy and Innovation Officer to head up Amazon’s international stores arm.
In a note to staff, Tesco Chief Executive Ken Murphy wrote: “Tony’s career in Tesco has spanned over 31 years, during which time he has worked in various roles, most recently as Group COO and Chief Strategy and Innovation Officer.”
“Tony has made an incredibly valuable contribution over these years, and I wish him the very best for the future.”
