Shopper Marketing - April 2016 - 35


A

By Dan Ochwat

ny mention of "drones" in the ecommerce landscape is swiftly followed by the name "Amazon," the
clear leader and most transparent
in an effort to launch unmanned delivery
quadcopters that will fly from the distribution center to the front porch in 30 minutes.
Of course, Amazon.com is not the only player
talking drones; Walmart applied to the U.S.
government for permission to test drones,
and Alphabet Inc., the holding company for
Google, announced Project Wing and set
sights to be using drones in the U.S. by 2017.
Amazon has been the most forthcoming about what these drones will look like
(from an Amazon Prime Air quadcopter
in 2013 to a more airplane-like device in
November 2015), what they'll carry (up to 5
pounds), how far (a range of 15 miles), how
low (400 feet) and how fast of a delivery (less
than 30 minutes). Amazon has uploaded videos of Amazon Prime Air drones in action and
posted photos as well as a full-on FAQ at Amazon.com. The company is putting on a face
that these babies are ready to fly (and they're
testing overseas already). The holdup in the
U.S. is the Federal Aviation Administration.
Jessica Knopp Cunning, an Ohio-based
lawyer, has insights on the legal process below. Four other thought leaders in the indus-

try go beyond, because as Tony Bynum of
RTC says: "In the future, it's not going to be
about delivery alone. Delivery is the enabler
of something unique and different." There's
a lot of discussion about the legal barriers
and how far they fly, but how should traditional retailers and CPG brands be preparing
for drones? None of our participants has had
a client ask about drones yet, but it's never
too early.

Tony Bynum, Director of Client
Innovation & Program Strategy,
at RTC
Following a model
set forth by higher
education called
SAMR (Substitution Augmentation
Modification Reinvention), Bynum
has put together a
working framework on how to think about
introducing drones (and all technology). At
that first step in the model, drones are a substitute for current delivery, he says. There are
issues to face such as how will packages be
confirmed and deliveries accounted for, but
there's already a system in place with trucks
dropping boxes off on doorsteps, so current
APRIL 2016 SHOPPER MARKETING y

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http://www.Amazon.com http://www.Amazon.com http://www.Amazon.com

Table of Contents for the Digital Edition of Shopper Marketing - April 2016

Contents
Shopper Marketing - April 2016 - Intro
Shopper Marketing - April 2016 - 1
Shopper Marketing - April 2016 - 2
Shopper Marketing - April 2016 - 3
Shopper Marketing - April 2016 - Contents
Shopper Marketing - April 2016 - 5
Shopper Marketing - April 2016 - 6
Shopper Marketing - April 2016 - 7
Shopper Marketing - April 2016 - 8
Shopper Marketing - April 2016 - 9
Shopper Marketing - April 2016 - 10
Shopper Marketing - April 2016 - 11
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Shopper Marketing - April 2016 - 18
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