UK consumers are wondering when Amazon’s legendary Treasure Trucks will finally dock in Britain, following a UK recruitment drive earlier this year. If Amazon’s Treasure Truck plans have sunk, ParcelHero asks will another retailer sail in to pirate the idea?
Amazon’s Treasure Trucks, hugely popular with bargain hunters in the USA, could finally dock in the UK to boost Christmas sales. Following what looked very much like recruitments ads for a UK version of the Treasure Truck earlier this year, the e-commerce delivery specialist ParcelHero says December should be just the time for the Treasure Trucks to set sail.
ParcelHero’s Head of Consumer Research, David Jinks MILT, says: ‘‘Introducing the Treasure Trucks in the UK will be a good way for Amazon to maintain momentum post-Cyber Monday. X could soon mark the spot for the van’s arrival in London, Birmingham and other major cities.’
Explains David: ‘‘The Treasure Trucks have been worth their weight in gold in publicity value for Amazon in the US. American shoppers seek out the trucks as eagerly as Long John Silver ever hunted treasure. Bargain hunters sign up for texts to be notified of sharply discounted deals on a Treasure Truck in their area – anything from steaks to Nintendo Switch consoles – and buy online before picking up from the vehicle at the time and location they select.’
David adds: ‘The UK is frequently chosen as the first place to trial new Amazon services beyond the US. Recruitment ads this year seemed to be a big clue that the popular treasure vans will soon be arriving in the UK. Amazon advertised for marketing and business managers to launch a service: “building an innovative new retail experience focused on… cross shopping, and brand loyalty through physical vehicles.”’
Amazon Treasure Trucks have been wowing shoppers in the US with their amazing bargains for nearly two years. Originally rolled out in Amazon’s Seattle hometown in February 2016, they have reached 25 cities so far, from Atlanta and Chicago to New York and San Francisco; with trucks designed for each city featuring different local touches.
But David concludes that if Amazon doesn’t introduce them to the UK soon a major British retailer may well steal the idea. ‘If Amazon’s Treasure Truck plans have sunk, a rival buccaneering brand could well pirate the idea. In which case at least one Amazon marketer will be walking the plank shortly.’
For more information about Amazon’s many new sales innovations planned for the future see ParcelHero’s special report: Amazon’s Prime Ambition.