Amazon Case 2015 - Tiffany Cox MKT 333 Introduction to...

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Tiffany Cox 11/18/15 MKT 333 Introduction to Marketing (MKT333) Case Study #7 Amazon On November 3, 2015, after more than 20 years of selling books online, Amazon opened a bricks- and-mortar store in Seattle, Washington. Although located in an upscale outdoor mall not far from the University of Washington, this store has little to do with selling books and everything to do with data. Amazon is betting that the data it generates from shopping patterns on its website will give it advantages in its retail location that other bookstores can't match. It will use data to pick titles that will most appeal to Seattle shoppers. The company will include books that get the highest ratings from their online customers, including little-known titles. Jennifer Cast, vice president of Amazon Books, is careful to say the store won't be stocked solely on data. "It's data with heart," she said. "We're taking the data we have and we're creating physical places with it.” Some of that data includes reviews from the millions of Amazon customers who have left appraisals of books on the website. Dustin Kurtz, of the New Republic, reported that the store is physically odd. More like a Waldenbooks than a Barnes & Noble. "If Amazon is making a brand statement with its store design, it's a very modest one." The store seems to be an extension of the Website. According to Kurtz, Amazon's store is more of a disruption than an innovation. "Nothing in the store is an original idea to Amazon." Every book will face out, rather than be stacked with only the spines showing. (Perhaps to mimic the way books are presented on Amazon's site.) This leaves far less space for books. Below each book on
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