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探访亚马逊实体书店:它是怎么用1年半时间实现盈亏平衡的
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Topic: 探访亚马逊实体书店:它是怎么用1年半时间实现盈亏平衡的 (Read 105 times)
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探访亚马逊实体书店:它是怎么用1年半时间实现盈亏平衡的
June 05, 2017, 04:14:59 PM
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亚马逊有超过20年的线上零售图书的经验,而在线下,自从2015年11月首家亚马逊书店(Amazon Books)在西雅图开业以来,亚马逊目前已经在全美开设了6家线下书店。
本文图片除署名外均为 澎湃新闻记者 杨鑫倢 图
很多人说实体书店难以经营,但据记者最新了解,亚马逊实体书店,已经初步实现盈亏平衡。
亚马逊一位发言人德博拉·巴斯(Deborah Bass)表示,“我们希望能够把亚马逊的书店做成一个盈利的业务。”
近日,澎湃新闻走访了位于西雅图华盛顿大学的亚马逊书店。
在亚马逊书店,每本书底下,随处可见一块块牌子。牌子上写的是用户在Amazon.com上对书籍的评分和店长评价。
虽然亚马逊标榜自家的书店是一个没有“墙”的书店,但你可能还是会好奇,亚马逊线上那么多书,开一家面积有限的书店,究竟怎么选书?
仔细看这些牌子你会发现,这里推荐的都是亚马逊平台上评分超过4.8的书籍。
德博拉解释说,这些书籍是通过以下几个标准筛选出来的:客户的星级评分、未上市图书的预售的情况、图书销量排行、独立读书评论网站Goodreads上的图书推荐和评分以及亚马逊图书团队大数据。
还有一些不同之处。
比如,亚马逊图书专业同事根据大数据分析做出一些推荐,会根据大数据推测出喜欢左边这本书的人,很有可能也会喜欢右边的这本主题内容类似的书。
“我们利用20年来线上积累的消费者大数据,找出最受消费者欢迎的书籍。这就是亚马逊书店和其他传统书店的区别之一。”德博拉说。
比如,亚马逊把网上的“心愿单”搬到了书店里。在亚马逊网站上,用户可以把想要的或者是希望别人送给自己的书籍加到心愿单里面,亚马逊会把用户在心愿单中最多提到的书籍做一个排行榜,也就是Most Wished For Books table,现在它来到了店里。
你可以打开亚马逊App,对准这本书的封面扫描,亚马逊会识别出这是哪本书,以及一些更多信息,包括书籍的介绍和客户评论,甚至可以直接购买Kindle电子书版本。
书店设置了很多长椅。亚马逊工作人员说,因为书店附近有很多餐厅,顾客可以坐在这里休息,一边等位,一边看书看杂志,使用免费的无线网络,给电子设备充电等。
亚马逊供图
从书本定价设计上,看得出亚马逊希望吸引更多消费者成为他们的Prime付费会员。亚马逊Prime付费会员在书店里可以享受折扣,而非Prime会员只能依据书背标注的商品价格来买。用户可以在书店直接购买,也可登录Amazon.com购买。
亚马逊Prime会员每年需交纳99美元会员费,在亚马逊网站购物时可以获得境内无限次免运费两日送达服务。除此之外,亚马逊还提供多种Prime会员专属服务和折扣优惠,包括无限量电影、电视节目观看服务、无限量音乐流媒体服务、有声读物无限量免费收听服务等。
亚马逊供图
不仅有书,书店里还有一些亚马逊的设备,比如各种型号的Kindle电子书、Echo语音助手、Fire TV,供消费者体验。书店里还有玩具和游戏区,考虑到顾客中有很多小朋友,亚马逊会选购一些益智类教育性的玩具。“早晨或者是放学之后,这有很多的父母会带着小朋友来玩耍和读书。”德博拉说。
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