Shopper Marketing - April 2016 - 38


FEATURE: DRONES

to Scott Lachut at PSFK Labs. "Or each node
serves as both a distribution and receiving
point, where human professionals can safely
handle the loading, unloading and storage."
The nodes could be close to a home for consumer pickup, he adds.
Lachut has a lot of questions about the logistics of drone delivery. What is the payload
capacity? Can they handle multiple deliveries?
What role do human pilots play? And what
does the customer experience look like here?
The questions lead to a larger question that
brands could potentially help with and think
about: "How do retailers educate their customers about this option and how comfortable - in terms of trust and confidence - will
they be in using this technology?"
38

y SHOPPER MARKETING APRIL 2016

Lee Peterson, EVP, Brand Strategy
and Design, at WD Partners
Before Amazon,
says Peterson, there
was Alibaba, which
used drones to deliver tea in China.
Last February, Alibaba tested drones
to deliver 12-ounce
packages of tea. Peterson mentions Alibaba
though, because it's a visual of Amazon being able to tackle small deliveries like books,
even if it were just a test in a marketplace like
Seattle. "Out of pure speculation, there will
be a test in place by holiday," Peterson says.
There's a pattern where Amazon likes to an-



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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