Question 5                              Consider the following case study, then answer the questions that follow: Going offline for the most rounded customer experience By Maria Michael 10 Sep 2019 The narrative around retail can often make it seem that online is the only space that matters. Time and again we see another celebration of the immediacy, convenience or intuitiveness of digital as a channel for both communication and all‐round service delivery. But is digital really reducing other channels to obsolescence? Quite the opposite: there’s a huge advantage to be had in bringing product and experience to life through physical touch. Digital can remove the pain points of the retail experience, but only an omnichannel approach can make it fantastic. Let’s take the ultimate digital provider – Amazon. Its business extension into the bricks and mortar store, Amazon Go, was trialled successfully in Seattle and is set to expand globally. The store takes the pain out of retail by eliminating as many of the grocery pain points as possible, starting with waiting in line. The ‘tap and go’ element, which commenters have half‐jokingly suggested makes them feel like shoplifters, will change the way grocers address their in‐store payment experiences   Q.5.1 Recommend the use of the grid layout for the interior store layout of Amazon’s Go store.   Note: it is important that you consider using examples when responding to the question

Practical Management Science
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Question 5                             

Consider the following case study, then answer the questions that follow: Going offline for the most rounded customer experience By Maria Michael 10 Sep 2019 The narrative around retail can often make it seem that online is the only space that matters. Time and again we see another celebration of the immediacy, convenience or intuitiveness of digital as a channel for both communication and all‐round service delivery. But is digital really reducing other channels to obsolescence? Quite the opposite: there’s a huge advantage to be had in bringing product and experience to life through physical touch. Digital can remove the pain points of the retail experience, but only an omnichannel approach can make it fantastic. Let’s take the ultimate digital provider – Amazon. Its business extension into the bricks and mortar store, Amazon Go, was trialled successfully in Seattle and is set to expand globally. The store takes the pain out of retail by eliminating as many of the grocery pain points as possible, starting with waiting in line. The ‘tap and go’ element, which commenters have half‐jokingly suggested makes them feel like shoplifters, will change the way grocers address their in‐store payment experiences

 

Q.5.1 Recommend the use of the grid layout for the interior store layout of Amazon’s Go store.   Note: it is important that you consider using examples when responding to the question

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