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RETAIL RESEARCH
Amazon stores to give brands insights on performance of products
By our News Team | 2022
Retail brands will have access to data on how shoppers are reacting to their products, campaigns and in-store promotions.
Amazon, which surprised many people when it decided to supplement its successful online shopping business with physical stores in several locations, has announced that it will be providing brands with data-driven insights about the performance of their products, promotions and ad campaigns within its stores.
Amazon Store Analytics provides aggregated, but anonymous, data gleaned from Amazon Go and Amazon Fresh stores in the US. It appears the information will come from Just Walk Out technology, which lets consumers shop without having to pass through a manned check-out.
Photo by Sounder Bruce via Wikipedia
“We’re excited to introduce a new analytics service built by our physical retail and technology team to continue evolving the in-store shopping experience,” the company says in a blog post published this week.
“With Store Analytics, brands will have access to details on how their products are discovered, considered, and purchased in applicable stores to help them inform decisions related to selection, promotions and ad campaigns.”
Better understand the path to purchase
According to Amazon, these insights allow brands to better understand the path to purchase for their products, helping them to evolve and refine their assortment, merchandising and advertising over time.
But, mindful of privacy concerns, the company has emphasised that no data will be provided that can be linked back to individual shoppers.
“We know that shoppers care about how their information is used and shared, so we’ve put a lot of thought into how we can make this service useful for brands while continuing to protect shoppers’ privacy,” Amazon notes in its blog.
“In all use cases, Store Analytics will only provide aggregated and anonymised data to brands, meaning that what is shared with brands is presented as a grouping and does not contain any personal information.
“We do not share anything that can be linked back to any individual shopper; only totals, averages and percentages about product, promotion and ad campaign performance – for example, the percentage of how often their product was taken off the shelf and then purchased either during that store visit or later on Amazon.com.”
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