Deeper Dive: Amazon tip toes into brick-and-mortar

Amazon once again takes the lead in disruptive news with reports it will open its first-ever physical store in New York City on West 34th Street, across from the Empire State Building and down the street from the iconic Macy’s flagship store. Even more than for its impressive location, the store is notable as the ultimate symbol of the continuing primacy of brick-and-mortar in the omnichannel environment.

(Click here for original story)



Although the store will function primarily as a center for same-day delivery and pickup of online orders, it still represents a fundamental shift in the approach of Amazon, which has always relied on the convenience, immediacy and cost-effectiveness of the “pure play” digital retail model. Amazon knows that the demands of the modern consumer for a “seamless” retail experience include the opportunity to shop at a physical store, and it won’t be surprising to see this holiday pilot stretch out to include long-term brick-and-mortar locations in New York and elsewhere.