Question 5

Consider the following case study, then answer the questions that follow:

Going offline for the most rounded customer experience

By Maria Michael 10 Sep 2019

The narrative around retail can often make it seem that online is the only space that matters. Time and again we see another celebration of the immediacy, convenience or intuitiveness of digital as a channel for both communication and allround service delivery. But is digital really reducing other channels to obsolescence? Quite the opposite: theres a huge advantage to be had bringing product and experience to life through physical touch. Digital can remove the pain points of the retail experience, but only an omnichannel approach can make it fantastic.

Lets take the ultimate digital provider Amazon. Its business extension into the bricks and mortar store, Amazon Go, was trialled successfully in Seattle and is set to expand globally. The store takes the pain out of retail by eliminating as many of the grocery pain points as possible, starting with waiting in line. The tap and go element, which commenters have halfjokingly suggested makes them feel like shoplifters, will change the way grocers address their instore payment experiences.

.5.1

Recommend the use of the grid layout for the interior store layout of Amazons Go store.

Note: it is important that you consider using examples when responding to the question.

(5)

Q.5.2

Describe the principles of display Amazon Go store would have considered in the presentation of their merchandise.

Note: it is important that you consider using examples when responding to the question.

(6)

Q.5.3 Describe the disadvantages of online shopping through the Amazon website. Note: it is important that you consider using examples when responding to the question.

(6)

Q.5.4

Identify and explain the steps required to compile a stakeholder analysis of the Amazon Go stores suppliers.

Note: it is important that you consider using examples when responding to the question. (8)