How Amazon (NASDAQ:AMZN) Is Trying To Change The Way You Shop | Benzinga

In addition, consumers need to use their Amazon app to finalize a transaction, which shows the online giant’s attempt to “change consumer behavior/expectations in the offline world.”

Despite the use of new technologies, the analyst’s firsthand checks at a store in New York City’s SoHo found the experience to be as if it is “operated by a brick & mortar retailer, not a technology company.” In addition, the use of Amazon’s Echo devices “felt a bit forced,” and the lack of any clear signage of pricing provided a missed opportunity for consumers who simply don’t want to scan items with their phones, Nowak said.

“While the store has compelling characteristics (dynamic pricing, free customization, exclusive merchandise), the ‘tech retail’ experience and Echo integration still did not feel entirely seamless,” Nowak said.

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How Amazon (NASDAQ:AMZN) Is Trying To Change The Way You Shop | Benzinga.