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What is Amazon Doing Opening a Brick & Mortar Store?
By: Cindy Wendland
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Amazon is morphing into a traditional retailer. They pay tax on online orders. They have opened fulfillment centers. Now they opened a brick and mortar, real live store in Seattle. What in the world are they up to now?

Amazon drove many independent bookstores out of business with their aggressive pricing strategies and humungous inventory. Consumers got used to buying online and searching Amazon for anything they wished to purchase. Now that Amazon has established itself as the preeminent online store, it is taking a new approach. It opened a brick and mortar store. Why?

If Amazon wanted us to know, chances are they would have leaked it by now. Competitors are assessing their motives and making guesses as to the reason. They may just wish to watch customer browsing and buying habits. They may wish to see if it increases brand loyalty. There must be a reason, but what is it?

Amazon had opened a store in Purdue University in February, now this store in Seattle. The expectation is that Amazon will be better able to satisfy customers because of the massive amounts of data they collect online. They will be better able to predict the titles customers want. Was this their plan all along? Start online, drive other bookstores out of business, then open new Amazon bookstores and capture all of the book business? Probably not, but let’s wait and see what happens. This may be a great lesson in branding.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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