FutureProof's Perspective on Amazon Go

Amazon's upcoming 2000 physical grocery stores will feature line-free-checkout.

FROM Will Hogben, CEOpress-release
December 5, 2016

Amazon has announced Go and revealed their plan for outflanking brick and mortar merchants on the high-street.

Much was made of Amazon Fresh, the online grocery delivery service that along with it's competitors was supposed to take a bite out of the supermarket industry. Now after 8 years Amazon Fresh is only in 12 cities and it's disappointing growth stands as evidence that most people would rather buy their groceries in person - at least for the moment. With online grocery stalled it was unclear what's next for Amazon - and the grocery industry in general.

Then in November leaked internal documents revealed Amazon's next plans: opening 2000 brick & mortar grocery stores in US. At the time it was unclear why Amazon thought they could break into such a highly competitive market.

The end of today's Amazon Go announcement video shows Amazon's strategy for taking on brick & mortar: As the happy shoppers walk out the final message is "No lines. No checkout. (No, seriously.)" Amazon is betting that line-free shopping is the future of grocery, and that they can get there first.

It's not surprising that Amazon would focus their innovation on convenience. Their Amazon Prime service which increases the convenience of shopping online is so popular that 40% of US households pay for the privilege.

Amazon aren't the only ones betting that line-free checkout will be a key competitive edge. WalMart's Sam's Club Scan & Go rolled out this year to a great reception, with a similar rollout expected at WalMart proper next year. We at FutureProof launched the first store in the US to open with line free checkout in November, San Luis Obispo's California Fresh Market. Our whitelabel technology provides line-free checkout and unlike Amazon's, it's available now and it's an easy upgrade for existing stores.

We started FutureProof Retail with the vision that line-free (and most importantly, mobile) is the future of brick & mortar business. Amazon Go both validates that line-free vision and adds urgency. Whether it's Amazon Go stores or WalMart Scan & Go, shoppers across America will soon have line-free options and FutureProof will be there, giving retailers the chance to go line-free first. We have limited installation dates open this Spring, email us to schedule an information session or join us at NRF Booth 3783 for a hands-on with our partner Bizerba.

PS: Congratulations Amazon Go team! Go looks to be a beautiful, almost entirely invisible experience and we can't wait to try it.

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