2020 hasn't been the best year, but it has brought innovation to the market place. We never thought e-commerce would bring so much to our front door. Waiting in line went past the theme parks to our own grocery stores. How do we bring the physical contact of online ordering to the person? You create an interactive environment where shopping is painless. Welcome to the Digital/Physical world of Amazon Fresh in Irvine.
Located to the east of the I-5 Freeway on the south side of Jamboree Road before El Camino Real at the Irvine Market Place, you will find Amazon Fresh. In the past few years, the name, Amazon, has surged through the world in fierce competition against other major businesses. Amazon has acquired major names and has invaded our homes with technology and products that we need....AND don't need within a DAY! Now, Amazon is still relevant with box stores. With two other major competitors still running for 1st/2nd place, Amazon's name alone scares the market. Now, we got a shakeup in the grocery industry. We thought the purchase of Whole Foods was enough, now we got a prototype store possibly becoming a new norm.
At the Irvine Market Place, there is plenty of parking and towards the side of Amazon Fresh building, there is curbside parking if you decide to order online and pick it up. Even before you get out of the car, you will notice the bright, green carts that show, Amazon is here to stay. As you walk up, with social distancing, there will be TWO lines. One is for the TRADITIONAL Shopping; the other is for the DASH CART EXPERIENCE. Traditional Shopping is just getting a simple, standard Amazon/Grocery shopping cart and going to a checkout register to pay. The Dash Cart Experience is something else. The wait is much longer than traditional due to Social Distancing and limited use of the Dash Carts. My wife and I came in around 2-3pm on a Saturday. Our wait time was about 8-10 minutes. **If you have an Amazon Package to return/pickup, please notify the Amazon Employee at the door, and they will allow you in. You will walk to the back near the kitchen to do Amazon Online Returns/Purchases.
When it was our turn to enter the store, we were greeted and informed us to open the Amazon App and swipe to the Amazon Fresh Section for the Dash Cart to scan the QR Code that is at the handle of the Dash Cart. The default payment used on your regular Amazon purchases will be the form of payment used when you check out. When you are complete, you will return close to the store exit where there will be Amazon Fresh Representatives, waiting to help you close out the purchasing session, by tapping the button.
Let's get to the fun part of the Amazon Fresh: the Dash Cart Experience. I won't be reviewing the details of the pricing of every item, but more of the experience. In summary, the prices of the products/food are as close to the major grocery chains. Amazon Fresh is competitive and if there was anything major, it would be a few dimes more. I would redistribute the higher price to the cost of the Dash Carts. Guess how much the Dash Carts Cost? $30,000 EACH! That's a cost of a mid-size sedan.
The design of the Dash Cart is quite bulky, but I am sure overtime, it will be smaller and less like a desktop and more a size of a smart watch. There are at least four sensors: two within the front and rear of the shopping cart. You will have a console that will track your purchases. At the time of this writing, the Amazon Fresh, load bags for you due to COVID-19 and reusable bags are prohibited. When you pick up an item and drop it in the cart, the Dash Cart tracks it and adds it to your screen. What if you add more than one and load it in your cart...it will track and add ALL of them. Even with the sensors blocked, it will still track your purchases. I really don't know what to say. There are probably more to the tracking than what I saw, but if this is a prototype...Imagine when it rolls out nationwide. When you are complete with your experience, your bags will be transferred to a standard shopping cart due to the hefty price tag of the Dash Carts.
Amazon Fresh is something unbelievable and while it is new, it sometime is scary. No need to take your wallet out, no need to put on a conveyor belt, no need to wait to bag. It all has been streamlined to the extreme. When sliding doors, conveyor belts, or even hot food served in a grocery stores, initially, scared us, it became an everyday thing. Like the other competitors, Real Estate is the key. One Stop Shopping! Malls are becoming things of the past and online ordering mixed with physical shopping is a great way to make hybrid products. Amazon Fresh will eventually become Amazon Future!! Just take my money!!!
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