The views of this article are the perspective of the author and may not be reflective of Confessions of the Professions.
Shopping with Amazon Go
Amazon just launched a futuristic store called Amazon Go. You walk in, tap your phone on a turnstile, grab what you need, confirm the purchase and leave. As consumers are we even ready for this?
I worked with Shorr Packaging to survey 1,000 American’s for their take on how Amazon Go will impact their shopping habits and purchasing decisions, and what it means for the brick and mortar retail industry.
Here’s the results:
- 84% of respondents said that they see Amazon Go as a type of grocery shopping experience they would enjoy more than traditional grocery shopping.
- Over 25% said that they would even pay more for grocery products if it meant that they didn’t’ have to wait in line at check out.
However not everyone is on board:
- The biggest drawbacks to Amazon Go according to consumers are the inability to use coupons, the lack of product selection, the absence of social interaction, and not being able to pay with cash.
- Baby boomers remain skeptical with 30% saying they would be unlikely to shop at Amazon Go, even if it were conveniently located.
Take a look at the rest of the survey data and let me know if this is something that’s useful for a story.
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ARE WE READY FOR AMAZON GO?
Amazon recently announced a futuristic take on the traditional grocery store, dubbed Amazon Go. It’s unknown how this will impact the brick and mortar retail industry, which is why we surveyed 1,000 Americans for their take on how Amazon Go will impact their lives, shopping habits, and purchase decisions.
AISLE 1 THE RESULTS
- 84% of respondents said that they see Amazon Go as a type of grocery shopping experience that they would enjoy more than traditional grocery shopping.
- NEARLY 75% of the people surveyed said they would be either extremely likely or very likely to shop at an Amazon Go store if one opened up close to where they live.
- OVER 25% said that they would even pay more for grocery products if it meant that they didn’t have to wait in line at check out.
- No more cashiers with Amazon Go. It’s automatically paid on your phone.
NOT EVERYONE IS ALL-IN
- 30% of Baby Boomers said they would be somewhat likely or not likely to shop at an Amazon Go store if they lived close to one.
- 20% of people said they feel that they would be losing out on something by shopping at an Amazon Go store versus a traditional grocery store.
AISLE 2 WE ASKED
How would you rank the following when considering choosing where they do their grocery shopping?
- Freshness / Quality
- Speed of Shopping
- Availability of certain brands
What would be the biggest drawback of shopping at an Amazon Go store over a traditional grocery store?
- 34% Lack of ability to use coupons
- 29% Lack of product selection
- 24% Lack of social interaction
- 12.5% Not being able to pay with cash
- 86% of people said they shop at 1-2 grocery stores in a single shopping trip.
AISLE 3 BRANDS PLAYING A ROLE
- 75% of respondents stated that they would shop at a grocery store, despite it not carrying their favorite brands.
- ONLY 13% stated that it was extremely important for their grocery store to carry their favorite brands.
- 32% said that they would have less brand-specific preference in an Amazon Go grocery store.
AISLE 4 PACKAGING’S ROLE IN DECISION MAKING
- NEARLY 1 IN 3 said the product packaging has a large or very large influence on what they buy.
- 86% of respondents said that visual design of product packaging has an influence on what the y buy (logo, color, messaging, design, etc.)
AISLE 5 PURCHASING DECISIONS
What can brands do to help your purchase decision to buy their products in an Amazon Go store?
- 1 IN 4 of people said better-designed packaging of brand products would help their purchase decision.
- What can brands do with their packaging that would help consumers make a decision in an Amazon Go store?
- 57% Offer discounts and promotions on the packaging
- 24% Clearer messaging
- 17% Unique design that stands out from competitors
- 2% Larger logos and brand presence on the packaging
- 64% BABY BOOMERS say that discounts on the labels and packaging would help make the purchase in an Amazon Go store.
- 21% MILLENNIALS believe that unique packaging design would play a big role in the buyer decision at an Amazon Go store.
- 35% of Baby Boomers that we surveyed were more interested in the variety of products.
- 15% of the Millennials were interested in the physical location of the products in the store.
shorr | packaging corp.