What Amazon-Go Means For The Future Of Retail

In recent years technology has increased our desire for instant gratification. If we want to know the answer to something, Google is at our fingertips. If we want to watch a new TV series, we can download it in seconds and if we forget to buy a friend a birthday present, same-day delivery will come to the rescue. However, as time-scales have reduced, our expectations have risen and we have become less and less patient.

On the 13th February 2018 I went to a digital skills workshop at HOME in Manchester. This workshop was titled ‘Tools And Trends On The Horizon’ and was led by technology and media consultant, Martin Bryant. The session explored how technological advancements continue to shape the ways in which we live and work. It touched on the idea that for businesses to stay relevant they must keep up with growing expectations for immediacy and instant gratification.

For example, in a move that could revolutionise the way we shop for groceries, supermarkets are discussing the possibility of removing checkout operators and self-service tills to speed up the customer experience. Amazon is at the forefront of this innovation, with the first Amazon-Go store opening at the beginning of this year. It works using hundreds of electronic sensors and cameras to record everything placed in baskets, charging each customer as soon as they pass through the exit.

Photograph of the Seattle Amazon-Go store.

The revolutionary system cuts down on queues, making shopping quicker. However the business model has received a lot of criticism, principly because it will get rid of jobs and put independent grocers out of business. It will also remove yet another opportunity for people to socialise, raising concerns that this will add to the growing problem of isolation and loneliness.

As an aspiring interior designer, this ‘grab-and-go’ attitude to shopping has the potential to impact my approach to retail design in any future projects I am involved in. Consumers are swayed by convenience and this is already having an effect on the layout of shops, making the experience more de-personalised. If Amazon’s business model is successful, we could see a rise in automated stores. In the long-term, whether or not this becomes the future of retail remains to be seen, and ultimately depends on what type of experience the customer values most and the value for money it can deliver. With companies such as Amazon choosing to prioritise convenience, other retailers may focus on creating more personalised and creative in-store experiences to differentiate themselves.