Amazon’s physical retail strategy is coming into focus, and just like the company’s e-commerce business, it’s focused on convenience. Perhaps the best way to make things more convenient for customers is to shorten the time it takes for them to complete a shopping trip.
At Whole Foods, that strategy is well underway. Microtrips at the organic grocer are up 8.7% chainwide since it was acquired by Amazon for more than $13 billion in August our 2017, according to a report by InMarket. Microtrips are defined as shopping trips that take less than five minutes to complete.
InMarket says this growth is likely thanks to the Amazon Lockers that the e-commerce giant installed in most Whole Foods stores, where customers can come and pick up their online Amazon purchases.