USA TODAY International Edition
Kohl’s looking to connect with Amazon shoppers
With help from Alexa, retailer hopes to drive more traffic with in-store ‘experiences’
Online retailer Amazon is pushing deeper outside its digital realm by carving out spaces in Kohl’s stores where customers will be able to buy direct from it.
While Amazon devices long have been available at other traditional retailers such as Best Buy, the deal with Kohl’s is unique in that shoppers will browse a 1,000-square-foot space dedicated to Amazon. They can receive guidance from Amazon sales associates and purchase tablet computers, TVs and gadgets that connect with voice assistant Alexa right from the online seller rather than the department store.
The new Amazon “experiences” will launch next month at 10 Kohl’s locations in greater Los Angeles and Chicago, the companies announced Wednesday.
“We are thrilled to offer a unique new way for customers to try out our lineup of Alexa-enabled Amazon devices, learn more about our smart home services from Amazon experts and then buy those items directly from Amazon, all within Kohl’s stores,” Dave Zimmer, an Amazon vice president, said in a statement.
At a time when traditional retailers are trying to shake up the in-store experience to woo shoppers through their doors and away from their keyboards, Kohl’s may see a boost in foot traffic from consumers interested in Amazon’s products, such as the Amazon Echo.
Amazon, which has upended the retail landscape with its online dominance, is continuing to establish more of a traditional footprint. Last month, it finalized its purchase of natural foods supermarket chain Whole Foods, where it will set up Amazon Lockers that will enable customers at some grocery locations to pick up items they ordered online.