Shopper Marketing - October 2017 - 130

INSTITUTE STRATEGIST

Amazon Elbows in on
Back-to-School Season
From 'Essentials' shop to variety of brand activity,
e-commerce giant shows it's become a BTS player
By Patrycja Malinowska

As it was finalizing its $13.7 billion deal to
purchase Whole Foods Market, Amazon.
com was also quietly ringing in back-toschool sales.
The retailer got a running start with its
Prime Day sale in early July. In the first two
weeks of the month, Amazon grew backto-school sales 35% compared to last year,
according to One Click Retail. The e-commerce research firm indicates that figure
is nearly four times greater than last year's
bump and suggests a growth potential of
more than 80% for the full season - for electronics products such as laptops and tablets
as well as office supplies, youth apparel and
footwear.

Instant Pickup
To keep momentum going halfway through
the season, Amazon unveiled a new service
that dramatically shortens fulfillment time at
five of the 22 staffed pickup locations it operates on college campuses across the U.S. - Los
Angeles and Berkeley, California; Columbus,
130

y SHOPPER MARKETING OCTOBER 2017

Ohio; College Park, Maryland; and Atlanta.
Free for Prime and Prime Student members, the service
offers a curated
selection of daily
essentials that are
available for "Instant Pickup" in
two minutes or
less. The eligible
lineup spans several hundred fastselling items at
each location, including snacks, beverages,
personal care products, phone chargers and
tech essentials such as Amazon's Echo, Fire
and Kindle devices. Shoppers place orders
via Amazon's mobile application and receive
barcodes to access the items, which get
loaded into lockers by Amazon employees.
Amazon didn't specify a pricing structure
for Instant Pickup items, though Reuters reported they might be cheaper than standard Amazon orders from time to time.



Table of Contents for the Digital Edition of Shopper Marketing - October 2017

Contents
Shopper Marketing - October 2017 - Intro
Shopper Marketing - October 2017 - 1
Shopper Marketing - October 2017 - 2
Shopper Marketing - October 2017 - 3
Shopper Marketing - October 2017 - Contents
Shopper Marketing - October 2017 - 5
Shopper Marketing - October 2017 - 6
Shopper Marketing - October 2017 - 7
Shopper Marketing - October 2017 - 8
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