Amazon is embracing this new model based on the feedback from earlier trials which showed that adding Counter to a store’s retail offer helped to increase customer footfall.
In a strategic move, Amazon has entered into a collaboration with British clothing chain Next in order to tap its network of stores from which Amazon’s UK customers can collect their parcels.
The development marks Amazon.com’s move to capitalize on the growing popularity of click & collect services. Amazon is offering delivery to hundreds of Next stores as an option on the tens of millions of items it sells online.
This new “Counter” service available from Tuesday, builds on Amazon’s existing parcel pick-up and locker options. In the United Kingdoms, Amazon has more than 2,500 automated lockers with partners including supermarket groups Morrisons and the Co-operative as well as Shell petrol stations.
Amazon is launching this new service in Italy as well, where its partners are bookstore chain Giunti and the network of Fermopoint and SisalPay stores.
“We see it as a great way to create more convenience for our customers and create a win-win situation for the retailers who partner with us,” said Patrick Supanc, Amazon’s director of lockers and pick-up.
Amazon is pushing this model in a big way in Europe: the online retailer is actively seeking more partners across Europe, including ones from family-run corner shops to large retail chains.
Amazon said that feedback from earlier trials showed that adding Counter to a store’s retail offer helped to increase customer footfall.
“In a tough retail environment our aim is that Amazon Counter will contribute to the continued relevance and vibrancy of our stores,” said Next CEO Simon Wolfson.
The new Amazon service works much like traditional click & collect offers.
Amazon declined to disclose the commercial terms of its Counter partnerships or how much it has invested in the initiative.