![]() I soon got the hang of it, and after that it worked well. GROCERY EXEC: The first few items I put in the cart seemed to miss the mark – they weren’t getting scanned – but I chalked that up to operator error. What was your experience with the Dash Cart? ![]() The Shaumburg store had more appeal and was laid out better. In contrast, the first impression of the Schaumburg store was quite different – and better – than the experience at Naperville. On the positive side, I was greeted at the door and asked if I wanted to try the Dash Cart, and I tried it of course. GROCERY EXEC: My first impression at the Naperville store was not great, in terms of any wow factor. What was your initial impression of the Amazon Fresh stores? Heads up - Even though Amazon Fresh probably won’t become the main grocery store for many shoppers, the store reflects a bigger issue: that many younger shoppers (and employees as well) don’t find a big supermarket compelling or relevant – and this is a challenge which can’t be ignored. As you’ll see below, these observations underscore that while Amazon Fresh does many things right, there is room for improvement, especially in the perishable categories. ![]() We asked one grocery executive to give us their candid reaction after visiting the two Amazon Fresh stores open in the Chicago area. To help do this, we wanted to get a view of Amazon Fresh through the eyes of an experienced hands-on grocery executive, given that building and running a store that offers a variety of grocery categories – including perishables – requires skills, knowledge, and equipment to deliver effective merchandising and consistently high-quality fresh product. For this reason, we feel that having a wider range of players and perspectives evaluate its strengths and weaknesses is better. Amazon Fresh is a formidable competitor trying to make inroads in the physical grocery space. ![]()
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