Hugh Fletcher, Global Head of Consultancy and Innovation, Salmon takes a look at on Amazon’s latest tech innovation, Echo Look.
Amazon’s Echo Look device builds on the e-tailer’s shift into the home and will offer customers a never before seen retail experience. It is another step into Amazon’s ownership of the customer interface – spreading its influence further throughout the home. Amazon has combined its AI assistant Alexa with a simple selfie camera and created an entirely personal ‘Style Check’ that can be used to gain a second opinion based on fashion trends.
The more the customer uses the feature, the better the experience will be as the machine learning technology will learn and progressively provide more accurate information. And of course it doesn’t take too much imagination to realise that this in turn will enable Amazon to promote products sold through its platform, and even its own clothing ranges – thereby locking customers in to a relationship with Amazon. Existing retailers need to be aware of Amazon’s aggressive horizontal expansion and its innovative invention of new routes to market. While many retailers are still struggling with establishing omni-channel strategies, Amazon is taking omni-channel innovations to the next level.
Simply put, what vendors cannot do is refuse to transform in a world that is being disrupted by technology. Amazon is a leader in the retail sector and understands that you cannot sit still in an industry that is always changing to meet the customers’ demands.
The introduction of Amazon Echo and Google’s equivalent Home devices were the first steps in Zero UI technology, where voice and sound becomes the preferred mode of communication. Echo Look takes this one step further and isn’t just an easy way to get a second view of your outfit and take a video or photo, but will further connect the vast retail eco-system. The product is designed to increase Amazon’s market share as it looks to dominate every single aspect of retail from grocery with Amazon Fresh to delivery services with its drone delivery.
Amazon certainly keeps innovating and keeps the market guessing with brand new technology and platforms. How soon until we see ‘Amazon Thoughts’?
By Hugh Fletcher
Global Head of Consultancy and Innovation