Amazon.com Inc. has been growing its brick-and-mortar presence as it recentlythe organic grocer Whole Foods chain. And now the Seattle-based online e-commerce giant is teaming up with Kohl’s to open Amazon shops in 10 of its stores. While Amazon devices have long been available at other traditional retailers like Best Buy, Kohl’s shoppers will be able to buy Amazon Echos, Fire tablets and other gadgets from the 1,000-square-foot Amazon shops staffed with Amazon employees to offer a hands-on experience. In this “smart home experience” customers will be able to ask what products integrate with Alexa, try them hands-on and to even have an Amazon employee come to their home and install a device. While Wisconsin-based Kohl’s has more than 1,100 across the country, the Amazon boutiques will open next month in Chicago and Los Angeles stores first.
This is a win-win situation for both companies in this partnership. Amazon is battling with Walmart and wants to have access to retail shoppers and Kohl’s is nationwide and still expanding. Kohl’s Corporation has a lot of competition and has faced a general slowdown in consumer spending in recent months. The Wisconson headquartered company has accelerated efforts to elevate sales via e-Commerce development and its emphasis on outside brands.