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Emily Roche
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Omnichannel Retail on Display at Amazon and Whole Foods

September 16, 2017 | A Dash of Business Paprika

In my travels as a messaging consultant I often got a sneak peek into emerging business trends. A couple of years ago I helped Wipro and FedEx create messaging for omnichannel retail. Though they were entering the market from different angles both companies had the same goal. They wanted to help big retailers sell, and ensure customers could buy and exchange, products using all available retail channels: a physical store, online, the phone, and whatever comes next.

amazon echoes

Amazon Echoes for sale in Whole Foods

My, how these omnichannel seeds have grown. In late August Amazon celebrated their takeover of Whole Foods by lowering prices at the grocery chain. I’m not a big Amazon customer but I am a big Whole Foods shopper, and have been for some time. In New York City both entities have physical stores in Columbus Circle right near where I’m working these days. On a slow grey day at work, I went to check out the future of retail on a lunch break.

Amazon moved right in at Whole Foods

As I got off the escalator at Whole Foods there was no question Amazon had moved right in. A display filled with Amazon Echoes and Echo Dots were the “Farm Fresh Pick of the Season”; both were on sale for $99.99 and $44.99, respectively. I also went to check out other items I’d read about that now have lower prices. A pack of salmon portions costs what it did a couple of years ago, rotisserie chicken was about a dollar less than it was the Friday before, and pricey organic eggs were a little cheaper.

amazon growing something good

Amazon is growing something good in Whole Foods

I rotate my grocery shopping between Whole Foods, some bodegas, and a smaller grocery store in my neighborhood, so I feel qualified to detect any major changes at Whole Foods. The verdict? Apart from signage and prominent Amazon Echo display, Whole Foods didn’t feel all that different. Until more prices are cut, my grocery bills won’t feel much different, either. The “We’re Growing Something Good” sign near the exit made me think they’re just getting started at integrating their messaging. As I wondered if the price drops would continue I made my way upstairs, curious to see what was going on in the Amazon Bookstore.

Customer data on display at the Amazon Bookstore

Like I said, I’m not a big Amazon person. I do buy stuff from them, but not enough to justify getting an Amazon Prime Account. I visited the physical Amazon Bookstore right after it opened and ended up liking it much more than I thought I would. I loved that Amazon kept books as the store’s focus—it’s a nice nod to its roots, and since I love a good bookstore, there’s a higher chance I’ll buy from Amazon here. I also admired how they integrated non-book items. There’s a whole Kindle section, and they’d sprinkled other assorted best-selling items throughout the store in a subtle, unobtrusive way.

On my return visit I didn’t see any items from Whole Foods on the shelves but man oh man, the store continues to be a case study in omnichannel retail.

amazon bookstore if then shelf

If you like/you’ll love: how to buy books in the Amazon retail store

They’ve translated their online presence into their brick and mortar store brilliantly: It’s your friendly neighborhood bookstore whose shelves radiate with the glossy sheen of all the customer data Amazon has been mining for years. In addition to traditional categories such as “Fiction” and “Poetry,” you can browse books by and “Fiction Top Sellers in New York” rather than “Hardcover/Paperback Fiction Best Sellers from the New York Times.” They also have a neat “If You Like/You’ll Love” section featuring books of all genres. A sign explained that paperback releases are selected based on pre-orders, sales, and popularity on Goodreads, underscoring the relationship Amazon has with its customers. They had back-to-school items scattered throughout the store, and plenty of non-book items to peruse as you browse the books.

amazon pricing

Prices explained at the Amazon retail store (hint: good to be a Prime Member)

While the stores aren’t “one” yet, I can see how things may shake out down the road. In the bookstore, prices aren’t very prominent. You can scan a book using the Amazon app to see the retail and Amazon price, and Amazon customers can pay the Amazon price at checkout. I can see this making its way to Whole Foods very soon—and I wonder when the allure of discounts will strong-arm me into joining Amazon Prime. The Amazon Bookstore doesn’t take cash though, so I’ll wait and see if my love for cash and keeping some of my buying habits hidden from the Retail Eye keeps me from embracing the discount angle.

Hi! I’m Emily, and welcome to A Dash of Paprika. It’s where you’ll find my freewheeling take on the business world and read about my adventures in New York City and beyond. No matter which path you take, the posts will bring a little zip into your day. Andiamo, ragazzi!

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Emily is an amazing analytical human who can turn verbal diarrhea into pithy copy that cuts through the noise and makes an impact.

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I’ve had the pleasure of working with Emily in several message development workshops. The workshops are intense and a lot of work, but made fun and exciting by Emily and her team. They are masters of pulling out the significant details and helping craft a message that communicates the true value of your products and services. Emily in particular is very astute in assigning value to ideas making it possible for the true message to rise to the top.

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Emily is among the best writers I had the privilege of working with, during my nearly-20 years in marketing. Not only is Emily a great pro and a wonderful writer, who knows how to capture the essence of a story and pass it to the reader in a clear and precise way, but she is also a fun person to work with.

Ilan Vagenshtein   |   Marketing, Sales Enablement & Business Development

Emily worked with my team at iCrossing as a freelance Content Strategist for about 7 months and became an invaluable member of our team. Once she’s immersed herself into a project she becomes a go-to resource, retaining even the most minute details. I felt extremely comfortable when Emily took responsibility for a piece of the project because I knew it would be done well, on time, and she would be able to speak to any questions that our clients may have had.

Charlie Chapin   |   Associate Director of Operations, Essence

Emily is one of the most astute, analytical, and strategic forward-thinking executives I have worked with in a marketing capacity — all helped with a keen creative mind and an exceptional sense of humor. Her ability to synthesize complex business needs and devise a creative win-win solution for her clients truly sets her apart from her competitors. I would not hesitate to use her services when the need arises.

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