The idea of physically shopping in a store gets a big, "nooooooooooo. please noooooo" from me. Why? Amazon. Amazon has made my shopping life so much easier that I'm now spoiled. They've taken what's most painful about shopping - the crowded front of store experience - and done away with that completely by perfecting the online buying experience. That all said, still in the Grocery channel, the lion share of shopping still happens in brick and mortar. So - leave it to Amazon to figure out a way to make the physical store experience emulate the positive experiences of their online store.
Amazon Go, being tested in Seattle, allows consumers to enter the store, shop the shelves and leave without ever stopping at the dreaded cash register. Amazon's technologies recognize when a consumer takes a product off the shelf and even when they put it back and then automatically charges the consumer as they leave without ever having to stop at a check out or scan a single item. Grocery shopping without lines? Now THAT is a positive grocery shopping experience.
My only question? Why do they not yet have a person who follows you around the store suggesting alternate products as you grab for your selections?!
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