The Amazon Bar Promotes Alcoholic Drinks Available Through Amazon
Laura McQuarrie — October 6, 2017 — Business
References: amazon.co.jp & campaignlive
In Tokyo, Japan, Amazon will be setting up the pop-up Amazon Bar, which is set to showcase the many alcoholic drinks that may be purchased through its online ecommerce platform.
The 78-seat Amazon Bar will be open for 10 days in the city's upscale shopping district, serving a variety of cocktails, wine and sake, as well as a few other exclusive products. Rather than ordering off of a menu, visitors to the bar will instead have drinks recommended to them. This part of the experience seems as though it is meant to remind one of the way similar product suggestions are easily made online based on one's tastes.
Although Amazon has previously experimented with brick-and-mortar bookstores, the Amazon Bar marks the first time it is venturing into the bar space.
The 78-seat Amazon Bar will be open for 10 days in the city's upscale shopping district, serving a variety of cocktails, wine and sake, as well as a few other exclusive products. Rather than ordering off of a menu, visitors to the bar will instead have drinks recommended to them. This part of the experience seems as though it is meant to remind one of the way similar product suggestions are easily made online based on one's tastes.
Although Amazon has previously experimented with brick-and-mortar bookstores, the Amazon Bar marks the first time it is venturing into the bar space.
Trend Themes
1. Alcohol Ecommerce - The Amazon Bar is a unique way of showcasing Amazon's alcoholic drink offerings, and other ecommerce platforms can develop similar experiences to promote their alcoholic drinks.
2. Pop-up Bars - Creating a temporary, pop-up bar showcasing a specific set of products can be a new marketing strategy for ecommerce sites to increase exposure and create a unique customer experience.
3. Personalized Recommendations - The Amazon Bar's personalized recommendations offer a glimpse into how ecommerce platforms can take a more targeted approach in promoting their offerings, adapting the online experience to the real world via physical stores or gathering places.
Industry Implications
1. Ecommerce - Ecommerce companies can create unique, interactive customer experiences by organizing a pop-up bar or venue showcasing their products, and generate increased brand engagement with potential customers as a result.
2. Alcohol - Alcohol retailers can partner with ecommerce platforms to increase their sales online by offering exclusive and hard-to-find beverages to their customers and providing them with the opportunity to create unique events around their products and promotions.
3. Retail - Traditional retail businesses can stay competitive with ecommerce platforms by embracing the pop-up trend and creating interactive, immersive experiences that bring their products to life in a unique way for customers.
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