Amazon deepens multichannel offering with click-and-collect counters in UK and Italian retail stores
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Amazon deepens multichannel offering with click-and-collect counters in UK and Italian retail stores

Amazon is evolving its online retail platform further into the offline world, driving its way deeper into the high street and trying to take ownership of new, multichannel, shopping models. The ecommerce giant announced this week that it’s installing ‘click-and-collect’ counters in offline retail stores in the UK and Italy. Click-and-collect refers to the practise of letting customers buy online, then pick up in person – and it’s all the rage in the retail world at present.

Amazon’s share price has appreciated by 25% so far this year

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Source: Yahoo Finance

Amazon has partnered with clothing-seller Next in the UK, which has more-than 500 outlets across the country, to put counters in a number of its stores, where customers will be able to pick up their purchases in person. It’s done the same thing in Italy with bookstore operator Giunti and a range of other stores. So far, this new service, called Counter, is not available in the US – Amazon said a mixture of rising demand and high online retail penetration in Europe made the region a great place to test Counter.

Patrick Supanc, Amazon’s director of lockers and pickup, said: “There is a strong tradition of click-and-collect in both the U.K. and Italy and the plan is to roll Counter out further across Europe. Next really understands click-and-collect.” For their part, Next is eager to see the collaboration succeed, with CEO Simon Wolfson saying: “In a tough retail environment, our aim is that Amazon Counter will contribute to the continued relevance and vibrancy of our stores.”

Counter, which has an app to make it even easier for customers, was originally trialled in Scotland. Success there convinced the company to push it further.

Disclosure

Dominion holds Amazon in its Global Trends Ecommerce Fund.


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