Amazon has partnered with NEXT to launch a new click & collect service called Counter, which is claimed could help boost footfall for struggling high street retailers.
The service, which available at no extra cost to Prime members, allows shoppers to choose a convenient pick-up point when making a purchase on the Amazon website. Customers will receive an email notification and a unique barcode once their parcel has arrived at their chosen NEXT store. They will then have 14 days to collect their parcel from the Amazon collection point.
Unlike its current locker-based system, Amazon Counters are staffed by employees of the store partner. The online giant claims it has designed the system so that store staff can serve customers without disrupting their daily activities.
Following trials, Amazon Counter goes live today and will be rolled out across partner stores throughout 2019, including at hundreds of NEXT stores in the UK and thousands of stores in Italy with its partners Giunti, Fermopoint and SisalPay.
“With Counter, we’ve used technology to enhance and redesign the click and collect experience,” said Patrick Supanc, Amazon Director of Lockers and Pickup.
“We’re excited for customers to experience this service at one of the thousands of stores now available for Counter, but we’re not stopping there. We’re now actively looking to bring even more partners onboard across Europe – from family-run corner shops to retail chains – businesses of all sizes can take advantage of the opportunity as we expand the Counter network for customers.”
Amazon stated that feedback from trials showed that adding Counter to a store’s retail offer could help boost footfall with customers coming in to pick up their parcels also making additional purchases.
Lord Wolfson, CEO of NEXT, said: “The ability to collect Amazon parcels from hundreds of NEXT’s UK stores provides a helpful and exciting new service for UK consumers. Amazon Counter combines the internet’s power to offer unprecedented choice with all the convenience of local stores.
“In a tough retail environment our aim is that Amazon Counter will contribute to the continued relevance and vibrancy of our stores.”
NAM Implications:
- Best for suppliers to think Amazon populating routes to consumer everywhere…
- i.e. only a matter of time…
- …and be more concerned re routes ignored by Amazon.
- An obvious source of incremental revenue and traffic for under performing retailers.
