Brick and mortar retailers’ click and collect strategy has some new competition in the form of none other than Amazon.
One of the major advantages that physical store retailers have been able to promote in their fight against Amazon is their ability to provide consumers with the same convenience of online shopping, but the ability to then get their product immediately by visiting a local store to pick it up. Thus, they cut out the delivery waiting period, and, in theory, they had a leg up on Amazon.
Now, though, Amazon is introducing a similar service at its fully staffed pickup locations throughout the country.
"Instant Pickup is another way Amazon is making life more convenient for Prime members," Ripley MacDonald, Director of Student Programs at Amazon, said in a statement. "As shopping behaviors continue to evolve, customers consistently tell us that they want items even faster. Whether it's a snack on-the-go, replacing a lost phone charger in the middle of a hectic day or adding Alexa to your life with an Echo, Instant Pickup saves Prime members time. While Instant Pickup is available at select pickup locations today, we're excited about bringing this experience to more customers soon."
The service works much like any click and collect purchase at a traditional retailer. Shoppers can pick from a selection of “need-it-now” items like food, personal care items, technology essentials, and Amazon devices. Those items will then be available for pickup within two minutes or less at one of Amazon’s fully-staffed pickup locations in Los Angeles, Atlanta, Berkley, California; Columbus, Ohio; and College Park, Maryland.
Amazon said the service would be available immediately at those five locations with others to follow in the coming months. Amazon operates 22 fully-staffed pickup locations on or near college campuses around the country. Those locations already offer free same-day and one-day delivery for Prime members.