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RETAIL STRATEGY

Online retailer Amazon opens yet another bricks-and-mortar store

By our News Team | 2022

Fashion outlet in California combines a personalised physical in-store experience with the best that technology can offer.

Online retailer Amazon has made another move in its strategy to be in bricks-and-mortar stores as well, by opening its first fashion store at a shopping complex in Glendale, California.

This brings to fruition an announcement made earlier in 2022 by Amazon that it would be creating an outlet with a blend of data-driven technology that makes the customer journey unique in the fashion retail environment.

Retail Strategy

Photo via Amazon

In-store shoppers have the option to browse through the Amazon Style app and try their selections on in fitting rooms equipped with touchscreens to instantly summon more styles and size options.

The other option for customers is to peruse the in-store offerings and scan the QR codes on items they would like to try on, or have select sizes and colours delivered directly to the fitting rooms—which are assigned and unlocked with the app. 

When the customer arrives at the room to try on clothes, their selections, along with additional Amazon algorithm-selected suggestions, will be ready and waiting.

Three goals for Amazon style

“Our three goals for Amazon Style are to make shopping more inspiring, personalised and convenient for each customer,” said Simoina Vasen, Managing Director of Amazon Style. 

“While trying on clothes in-store, customers no longer need to get dressed and go out on the floor to see if their size is available. Instead, shoppers can keep ordering, trying things on and continue their shopping experience from the dressing room.”

In addition to trying on in-stock items, customers can ask to have their online fashion purchases delivered directly to the Amazon Style store, rather than to their home or workplace, to try on in one of the fitting rooms. 

Returns can also be processed directly in store, saving shoppers from having to send them back to Amazon.

Watch a video of the Amazon Style store here.



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Dr Kin Kariisa

Group CEO - Next Media

Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

  • Other current and previous roles played by Dr Kin Kariisa:
  • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
  • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
  • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
  • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
  • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.