Hub’s speedy delivery is ultimate in shelf-service
The last-minute rush is on. At Amazon’s Prime Now hub in Denver, gifts such as Lego sets and Nintendo Super NES Classic systems are still in stock, at least as of Thursday. There are still Instant Pots, Echo Dots and ugly sweaters — at a discount. Starting Friday, delivery extends until midnight Christmas Eve.
That means orders placed by 9:15 p.m. will be delivered by midnight. Even on Christmas Eve.
This last-minute delivery option — available for the first time in the Denver area from Parker to Boulder — targets procrastinating Amazon Prime members, or consumers who pay the annual $99 membership fee.
For everyone else, there’s still plenty of time to schlep over to area Kohl’s stores for an Instant Pot or ugly sweater. Kohl’s stores are staying open 24 hours all weekend until 6 p.m. Christmas Eve. Other retailers are offering extended hours and delivery options as well.
The Saturday before Christmas is traditionally the biggest retail sales day of the year as many consumers realize they’re running out of time. And this year is no different. According to the National Retail Federation, 53 percent of Americans surveyed plan to shop on Saturday. Another 6 percent expect to still be shopping on Sunday.
The bulk of these last-minute shoppers plan to shop at physical stores, according to the International Council of Shopping Centers. That’s probably because earlier
this week, many stores stopped offering Christmas delivery. Greenwood Village’s eBags stopped taking such orders on Wednesday, and the site has switched to winter sales mode.
Target is still taking online orders until noon on Friday for next-day delivery. But the retailer is pushing shoppers to same-day pickup in stores. Area Target stores will stay open to 10 p.m. or 11 p.m. on Christmas Eve.
Toys “R” Us would also be more than happy to sell you a new Lego set or Super NES Classic systems in person. Its stores are open for 24 hours through 9 p.m. on Christmas Eve.
“We’ve got shipments of toys coming in every day until Christmas, so if a lastminute shopper still has items to check off, their best bet in getting their hands on those top toys is to visit a Toys “R” Us store — something shipping memberships can’t guarantee,” said spokeswoman Jessica Offerjost.
The retailer has stayed open for 24 hours in the days before Christmas since 2010 to give shoppers the opportunity to order online and pick up in person.
But Amazon’s homeshopping convenience is hard to beat. And being new for Denver this year, the company on Thursday let reporters inside its new hub located just north of Denver.
Prime Now is different from Amazon.com, which offers millions of items and in some cities, though not Denver, same-day delivery. The much smaller Prime Now hubs have shelves stocked with “tens of thousands” of items available for two-hour delivery for free with a $35 minimum, said Amazon spokeswoman Lynsey Kehrli. One-hour delivery also is available for $7.99.
While necessities such as toilet paper are stocked year-round, Prime Now hubs regularly rotate in seasonal items, such as gift wrap, stocking stuffers and Christmas M&Ms.
The target shopper? “Procrastinators,” Kehrli said, “as well as people who thought they were totally ready for the holidays until they realize they ran out of something, they’re using their last piece of tape or they ran out of wrapping paper or they have an unexpected guest come to the house and just need a little extra gift.”
Inside the Denver hub on Thursday, inventory seemed to be placed pellmell on the shelves. A Yamaha sound bar is next to some dog food. Diapers next to a case of Gatorade. A Princess Leia Blaster next to Clorox ToiletWands.
“It looks random but actually there is a method to the madness. It’s the most efficient method to the madness,” Kehrli said, calling it the “random stow” method. “The technology keeps track of everything and the pickers know exactly where it is.”
This allows the company to maximize shelf space by filling empty spots between large items, like playing a game of Tetris. Because of Amazon’s technology, it doesn’t matter where products are in the warehouse. As employees start filling an order, computer technology shows them the most efficient route in the building to the exact item they need.
Once picked and packed, orders are picked up by Amazon Flex drivers, who aren’t Amazon employees but can work on their own schedules.
“We’re delivering holiday magic,” she said. “It’s what we do.”