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Amazon Will Pay Shoppers $5 to Walk Out of Stores Empty-Handed

108 points| 8bitliving | 14 years ago |allthingsd.com | reply

133 comments

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[+] raganwald|14 years ago|reply
Retailers aren’t all lumbering behemoths being driven into extinction by online merchants. Many have figured out that they are actually running showrooms and charge the manufacturers rent for displaying their wares. Supermarkets have been playing this game for years, renting shelf space by the foot to people like Coca-Cola.

Meanwhile, people like WalMart make a business out of logistics, they only carry stuff where they have a strong financial advantage. It’s not impossible, but it’s hard to beat their prices when you factor in shipping.

It will be interesting to see how Amazon and WalMart match up against each other over the next decade. I wouldn’t be surprised if WalMart start displaying higher online prices right beside their merchandise in the store.

[+] tomkarlo|14 years ago|reply
What shipping? Amazon ships for free on any decent-sized ($25+) order.

I'm skeptical that Walmart can really beat Amazon via logistics. They're both top-notch operators in that realm, but Amazon's product pipeline is a huge advantage - they don't have to manage nearly as many locations, nor do they have to hold as much inventory relative to sales volumes because they have fewer fulfillment centers.

And their Subscribe and Save program (which offers a 15% discount on common household products) is aimed directly at Walmart and the price clubs. (http://www.amazon.com/gp/subscribe-and-save/details/index.ht...)

[+] larrys|14 years ago|reply
"people like WalMart make a business out of logistics, they only carry stuff where they have a strong financial advantage. It’s not impossible, but it’s hard to beat their prices when you factor in shipping."

Exactly and true except for long tail items.

In theory if you take an item and stock, arbitrarily 500 of it in a Walmart you only have the cost to ship 500 in bulk to the Walmart. The customer costs zero to come and pick it up (and they don't factor their time into the equation either). Intuitively that has to be much cheaper than using UPS or Fedex to have a driver stop off at 500 different places. Just like it would be cheaper to have everyone pick up their mail at the post office. Walmart is in essence an efficient warehouse.

And it doesn't matter who pays either it's a cost that someone has to bear. One way or another someone is paying for the delivery to the end user if the item isn't being picked up.

[+] jader201|14 years ago|reply
Maybe not WalMart, but this is exactly what Best Buy has become for me. I love going into Best Buy, just to be surrounded by all the high tech goodness, but I never buy anything there. I go to check stuff out, then go home and jump online and order the same thing for 20% or more less from Amazon or Newegg.
[+] xm1994|14 years ago|reply
I hope you're right and they find better revenue models. I would hate for all these "showrooms" we have to go extinct. Could the day come where you pay an entrance fee to browse the latest gadgets at your nearest BestBuy "showroom"?
[+] callmeed|14 years ago|reply
Also, I think Costco has an advantage because they get custom packaging/bundles for a lot of their products. It's the one place I often can't scan the barcode with Amazon's app.
[+] nitrogen|14 years ago|reply
I wouldn’t be surprised if WalMart start displaying higher online prices right beside their merchandise in the store.

WalMart will compete if they are threatened. A new bargain supermarket moved into the area that puts price comparisons between them, WalMart, and the other local chains in its weekly flyers. In response, the local WalMart started putting signs up in the store showing their price and the competitor's price (and name) for items where WalMart is cheaper.

[+] swalkergibson|14 years ago|reply
That is all fine and dandy, but what about locally owned retail operations that simply do not have the reach/power/leverage of a place like Wal-Mart? Do you think that LG would pay "Billy Bob's TV and Appliance" to display its televisions in his store?
[+] droithomme|14 years ago|reply
Very interesting move by amazon. No doubt the retaliation will be political in nature and focus on the unfairness of no sales tax, well the retaliation is already underway and lobbyists have been hired and working on this issue for some years now.

I have always had a paper notebook I carry around with me. Sometimes I will be shopping for something and the local store will have many models but none on display and almost no information about features. Let's take BluRay players for example. The local store has about 30 models of these. A couple are on display but not plugged in. What is really important to me is the player not take 5 minutes to cue the movie because the processor is underpowered and the DRM on BluRay uses a complex scheme involving Java code and decrypting. I also want to know how the menus are arranged, because most remotes are infuriating to use and user interface is important. You would think this would be an ideal situation for brick and mortar because knowledgable sales clerks would be able to answer my questions and allow me to test the merchandise using the large screen TVs they have set up for the purpose. Alas, no. The era of sales clerks knowing accurate information about products ended many years ago. Such places can not be found. The era of being allowed to test things in store has likewise ended.

So what I do is write down the model names of a half dozen of the most likely candidates and then go read online reviews to find if there are complaints about cuing speed. Finding out about the menu design is nearly impossible though unless I can find a pdf manual to download that comprehensively documents the menu structure (seldom the case). Having found the best product, I return to the brick and mortar store and purchase the item.

What happens sometimes in these endeavors is a manager comes up to me and accuses me of being a "price checker" for the competition. He will tell me that the license that governs my entry to the store prohibits this and that I am now banned from the store and police will be called in the future.

I assure him I am not a competitor's price checker, I am trying to get information about the product since his own people don't know anything. He is not interested. I am now banned from the store.

So then I buy from amazon. If the product sucks I return it. This is an inefficient process, I would much rather buy locally but local merchants aren't hearing of it.

[+] colanderman|14 years ago|reply
He will tell me that the license that governs my entry to the store prohibits this and that I am now banned from the store and police will be called in the future.

That is absolutely hilarious. I'm suddenly eager to walk into random Best Buys and try this. If it doesn't work, I'll try purchasing something and leaving without stopping at the receipt checker.

[+] redthrowaway|14 years ago|reply
This is an ingenious move by Bezos & co. Not only do they train consumers to price-shop using Amazon (which usually beats brick & mortars), but they gain a treasure trove of information on their competitor's holiday pricing.

I'd hate to be a competitor Amazon takes seriously.

[+] oldgregg|14 years ago|reply
I think Amazon will eventually open a big box store. They won't carry any inventory-- just one copy of each item. You scan the items you want and choose shipping to your home or next-day pickup at the store. With so many big box stores shutting down the real estate will be cheap. And with no inventory turnover there would be relatively no employee overhead. If walmart has 100k SKUs an Amazon storefront could offer 250k SKUs. It would be massively disruptive for items that are more difficult to browse/evaluate online (read: clothing).
[+] amanfredi|14 years ago|reply
Handling delivery of packages is sill a major annoyance of online shopping. I love Amazon but consumer-side logistics could use some serious improvement. The drive to reduce shipping prices as much as possible has definite downsides.

- Items consistently damaged/stolen during shipment. - Delivery of incorrect items/wrong address. - No place to leave packages during the day if you live in an apartment with no doorman. - Impossible to schedule delivery, especially before the first delivery attempt. It is unwise to order things while traveling. - Carriers lie about delivery attempts and times. - Distribution center for package pick up is 10 miles away and only open M-F 9-5.

[+] brk|14 years ago|reply
I've incurred some of these. The UPS or FedEx guy (or sometimes both) is at my house almost every day. We order a lot of stuff from Amazon, just general merchandise (Amazon Prime makes this a no-brainer), plus I order a lot of things for work.

Rarely are things lost or damaged in shipment. It has happened, but so infrequently I can't remember the last time.

The pre-signing for shipments is mostly solved, especially if you frequently deal with the same merchants. I'll put in the order notes to not require signature and call or email if this cannot be done. When ordering things from Apple, the send you a release form to sign in advance.

Having a place to leave packages could be a problem for people in apartments I imaging, I don't have that issue.

I've also had the carriers claim to attempt a delivery when they didn't (FedEx holiday fill-in person). For me, this isn't a big deal, I have security cameras covering all areas of my property (a unique case, I'm aware). The one time that happened the driver got to make a special trip back out to deliver my package a 7:30PM...

[+] CamperBob|14 years ago|reply
Idea: a site designed to build and maintain a trusted local network of people who are at home or work all day, and who will receive packages for you, for a small commission.
[+] ck2|14 years ago|reply
I honestly don't know how Amazon stays in business, their customer service is almost too good, they are the anti-paypal.

Just today I wrote them a detailed email about a problem I had with a product I bought and was expecting instructions on how to return it, etc. - instead they just refunded the whole purchase price and told me to keep it. Kinda blew my mind.

[+] harryf|14 years ago|reply
The problem here is this isn't a sustainable strategy long term. While Amazon has succeeded in killing the bookstore, this works because consumers are willing to accept "browsing" for books online.

The same is not true for many other types of goods, such as clothes. Shops are performing a useful function in letting consumers see, touch and try what they buy. So what Amazon is doing here basically parasitical, but a smart parasite doesn't kill it's host.

There's a reason why Jeff Bezos invested in SecondLife ( http://goo.gl/PluAT )...

[+] lucasjung|14 years ago|reply
>The same is not true for many other types of goods, such as clothes. Shops are performing a useful function in letting consumers see, touch and try what they buy.

I used to feel the same way, but now I feel that this experience is highly overrated. If I could get away with buying all of my clothes on Zappos and Amazon (especially Zappos!), I would. They have plenty of pictures so that I know exactly what the clothes look like. Reviews from other users tell me more about the quality than I would be able to discern by simply handling the clothing in a store (e.g. how well it holds up to wear and tear). If an article of clothing doesn't quite fit right or if the color is a little off from how it appeared online, free two-way shipping solves my problem quickly and easily. Even in the cases where I have to exchange an item because of size or color problems, the total experience still requires way less time and effort than a single trip to a brick-and-mortar store.

The only reason why I think that brick-and-mortar clothing stores might survive against sites like Zappos is that most of the women I know (especially my wife) really enjoy the experience of shopping for clothes. Then again, I used to enjoy browsing electronics stores the same way, but I sure don't miss it anymore. Also, the aspect of clothes shopping that my wife seems to enjoy most is "getting deals:" using complicated combinations of sales, specials, and coupons to knock the price down as far as possible (in other words, to pay a price I would consider sane). It's not the only thing she enjoys about clothes shopping, but it's a very big part. If online clothes prices were to get sufficiently low, they would become such a "great deal" that I think she would be unable to resist. This process has already begun: she buys most of our daughters' clothes, and an increasing percentage of her own, online now.

[+] ippisl|14 years ago|reply
There's a lot of innovation in technology for online fitting of shoes and clothes.

There's a company using the kinect to create a virtual mirror so you can see how clothes will look on you. There's a company that asks you the model and size of a shoe that fitted you great ,and enables you find great fitting shoes online.There's a similar company for jeans. There's a company that ask you a few measurements and show you how a wearing the clothing item will look on you. They built a special robot that generate many human forms, and used it to photo the clothing item in all available sizes.

There are also business solutions to this. Zappos, for example solved it simply by a great service and a great return policy.

Amazon is just betting those solutions(in clothing and elsewhere) will be "good enough" , not perfect. I think it's a reasonable bet.

[+] kyleslattery|14 years ago|reply
Zappos has just about solved this problem for me though. They realize that people want to try on shoes and clothes, and so they offer free shipping and free returns, and if you're a VIP member (just ask and they'll give it to you), everything ships with next day delivery. So, if I see a few pairs of shoes I like, I'll order them all, receive them the next day, and ship back the ones I don't like. It's great.
[+] tomkarlo|14 years ago|reply
Shops also enjoy _insane_ margins on clothing relative to any other retail line (except maybe cosmetics.) On average, 50% of the retail price is markup by the retailer. Clothing has a lot of issues that make in harder to sell (in particular, the need to carry a range of colors and sizes for each product makes inventory less efficient) but that's not enough to justify those kinds of margins. It's an industry ripe to be picked off by more efficient operators.
[+] DarkShikari|14 years ago|reply
I'm not so sure this is true anymore. I know many people who have practically become addicted to websites like Milanoo, vastly preferring them to the experience of shopping in a store. Issues of fit are reduced by providing detailed measurements instead of vague, inconsistent sizes.

Certainly this isn't as universal as it is for books, but it shows that perhaps the aversion to buying clothing online isn't quite as complete as we assume.

[+] vijayr|14 years ago|reply
Last weekend, I was at a used books shop. I saw a guy with some iphone app, checking the price of each and every book in the shop (there were lots of books for $1). The store people noticed, but didn't say anything, at least I didn't see them say anything. I bet they weren't happy about it.

How long before we just place an order, online, in a centralized place, and pick one of these:

cheapest

fastest delivery

highest quality

or some combination of these, and the app finds the best place to order (amazon, walmart etc) and automatically places the order?

[+] pyre|14 years ago|reply
I'll bet that guy was looking for steals as far as the $1 discount goes. He was checking the Amazon price to see what he could flip them for.

There were a couple of stories like this about flea markets and such on HN a while back.

[+] droithomme|14 years ago|reply
Yeah, that guy was definitely a reseller. Shop didn't mind because he likely ends up buying some books at the price they have set. Logical result is that shopowners buy iphone ISBN scanner and start repricing according to online prices, or open their own online store.
[+] int3rnaut|14 years ago|reply
This is off topic but people are discussing Amazon and shipping so I figured I'd ask this here, because it's always confused me. Why do so many American based companies refuse to ship to Canada or limit what they do ship to Canada (Amazon, has Amazon.ca, but the selection is nothing compared to the .com, which does not ship to Canada)? It seems strange with things like NAFTA in place that companies would restrict their market power by eliminating a potential buying supply that for all intents and purposes is very similar (in terms of shipping costs, dollar value etc). So HN, what am I missing here?
[+] ChrisLTD|14 years ago|reply
How long before stores start deliberately finding ways to kill cell phone reception?
[+] davidblair|14 years ago|reply
The FCC strictly prohibits this I believe.
[+] smackfu|14 years ago|reply
The easier way is to have your own SKUs (barcodes), so they don't get a match on Amazon. This also prevents people from price-matching.
[+] moocow01|14 years ago|reply
I really wonder how this will impact the commercial real estate market and if commercial real estate is an incredibly bad investment these days even at its current lows. As we all know, you have this obvious and unstoppable force of doing stuff now at home online. More and more people who used to go to stores now stay at home to shop and more and more people can perform their jobs via telecommuting rather than sitting in an office. Consequently, we have less and less need for commercial real estate space. My feeling is that in X years commercial real estate will be even more vastly under occupied and will only be occupied by services that cant be done online (restaurants, bars, night clubs, salon). Maybe as a result the expanding geographic human footprint on the earth will slow down a bit in that Walmart wont need be putting up its next super store.
[+] ineedtosleep|14 years ago|reply
This is exactly what I've done at Fry's (50% of the time as they match prices lots of times) and any of the bigger bookstores ever since I got 3G. I'm surprised Amazon, or any other online retailer, has come up with this strategy this late.
[+] Florin_Andrei|14 years ago|reply
I feel no remorse doing this at Fry's. But at a place such as Books Inc. (your basic friendly neighborhood book store), well, I'd rather just buy it from the store.

Borders is gone. If Books Inc goes too, downtown will be a much less interesting place.

[+] pavel_lishin|14 years ago|reply
I remember reading a story about a year ago, reporting that stores would ask people using their smartphones to leave - they were worried that they were checking for lower prices in the area. This seems like it might be met with the same sort of attitude, at first.
[+] jtreminio|14 years ago|reply
When I'm in a store, I like to scan product's barcodes to see what the reviews are on Amazon. If it's a few dollars difference in price, then I'll still purchase the item, depending on if the rating is good enough. If the price is more than several dollars, though, I'll have to decide whether to pay extra for instant gratification, or if it's worth waiting a few days to get to me.

If a store attempts to stop me from scanning barcodes in this manner, I just mark it as a store that is not competitive price-wise and will no longer go there.

[+] tomkarlo|14 years ago|reply
I've been in a few stores where they were clearly placing stickers on top of the bar codes to make it more difficult to price check... fortunately, most big ticket household items like TVs have unique product numbers that are relatively easy to search for, but I could see this discouraging a few shoppers.

For things like TVs, Best Buy et al tend to be price competitive. It's add-on things like the HDMI cables and extended warranties where they screw customers with hugely inflated margins.

[+] querulous|14 years ago|reply
How many people who use Amazon frequently work at home or have a spouse/partner at home during the day? I would love to use Amazon for the bulk of my purchases, but I can't take delivery at work and there is no one to receive packages at my home during the day. It's completely infeasible for me to use Amazon except for occaisonal orders where it is worth taking time to stay home or visit the UPS depot to actually receive my orders.

Until Amazon solves this problem, they're not a serious competitor to traditional retail.

[+] ghaff|14 years ago|reply
Depends where you live. With rare exceptions, for better of worse, shippers just leave packages at my door. (Or in the case of USPS hanging from my mailbox because the carrier doesn't want to take the time to drive down my driveway---grr.) Sometimes I have to sign a signature release form left on my door. But very rarely do I have to go to the post office or UPS depot, which I agree would be a real pain if I had to do it for every mail order purchase.
[+] mrpollo|14 years ago|reply
I was shopping for toys for my 4 year old this black friday, and I scanned a few of them ( if not all ) and the discounted toys where at the same price as Amazon.

eg: Lego Train Set

Store: $21.99

Amazon: $19.99

while the store price is marked as 20% off, and the Amazon price is marked as Prime, i went with Amazon Prime for the most part, the free shipping always wins for me, I wish this promotion was already active back then.

[+] freehunter|14 years ago|reply
Now when are they going to add this feature to their Windows Phone app? Windows Phone already has the capability built-in (through Bing Vision) to scan barcodes and price-match, but Amazon's app adds more features on top of that. Kinda ridiculous that they haven't added that to their app on this platform.
[+] mquinlan|14 years ago|reply
It sounds gimmicky when you add on top of the 3 item, 2 day, and 5% off restrictions that it's only on select products and valid in select stores. Nice headline news, but shouldn't Amazon be looking to find people who'll become long-term users?
[+] hallman76|14 years ago|reply
Given Amazon's history of displaying different prices to different users, I wonder if they'll use this technology to optimize their prices to beat a specific competitor but perhaps not go as low as they could.
[+] rosariom|14 years ago|reply
This is what I was kind of doing for books in Barnes and Noble: check the contents, read a few pages, then buy the e-book or physical book online. With this app it would make it super convenient to compare prices and order instantly after doing such a thing. I would imagine this will extend to clothing and other things, i.e. people will try the clothes and look at stuff in physical stores then order online if there is no rush to have the item. Who would have thought the online world would be such a force to reckon with?
[+] klinquist|14 years ago|reply
This is why stores should start offering free wifi - so they can see how much this is affecting their bottom line.
[+] xer0|14 years ago|reply
But wouldn't the store have to be sniffing the actual content of the traffic? Not a great move if it got out, and I might just assume that's happening anyway and not use it.