Amazon has raised the stakes in the battle for consumers’ Christmas shopping with the opening of its first physical store.
The publicity stunt reinforces the online giant’s dominance in the retail market – while its bricks-and-mortar rivals are placing further emphasis on their online channels, Amazon hopes that making the opposite move will achieve an even bigger news splash.
Located in New York, the store will function as a ‘mini warehouse,’ as well as providing a hub where customers can pick-up items already ordered online, or complete returns and exchanges.
While Amazon has hinted that this format, if successful, may be rolled out to other cities, there is no doubting the significance of the timing in the run-up to the lucrative festive season.
