Amazon Goes for Bricks Over Clicks with High Street Pop-Up Shops

Back

Shops on high street are getting a new neighbour, but the question as to friend or foe remains. For years, physical retail has been pointing the finger at Amazon claiming it’s to blame for the retail apocalypse. Now, the brand is going to give them the home field advantage and has plans to provide some lessons on how it’s done—literally—with a wave of pop-up shops across the UK topped off with a training programme for small businesses.

10 Amazon Clicks and Mortar Shops are Opening

Amazon tested the pop up shop model in London last fall and was clearly pleased with the findings. According to a press release from the massive online retailer, a partnership with Enterprise Nation has formed and the pair intends to launch ten pop up shops across the UK. Aptly named “Clicks and Mortar,” the retail spaces will give more than 100 small businesses a space on high street in a campaign set to last one year.

“UK shoppers like to shop both online and in high street stores, and our intention is to help small businesses succeed by combining the best elements of online and high street retail,” explained Enterprise Nation founder Emma Jones MBE. “This new concept will provide small businesses with the space, technology and support to experience physical retail for the first time, while enabling customers to discover new brands on their local high streets.”

The Pop Up Shops Will Host a Variety of Retailers

“This gives us the first step in bringing the brand to life, letting customers be more interactive and giving them an opportunity to try and feel the product in the flesh,” said Altr for Men CEO Alex Doyle. His men’s skincare company was exclusively built online and is amongst those taking part in Clicks and Mortar.

Swifty Scooters, creator of foldable kick-scooters for adults, is also joining in. Co-founder Camilla Iftakhar gushed, “We’ve always focused on our online business, but a pop-up is an ideal way for customers to try our scooters out for themselves - once you take a Swifty for a spin, that’s the moment you fall in love with it!”

William Johnson and Michael Farnsworth, co-founders of Torro Cases, which specialises in leather cases for electronic devices, echo her sentiments. “Clicks and Mortar feels like a fresh route for hungry new entrepreneurs to reach a wider audience by combining the power of online shopping whilst enabling customers to touch and feel our products.”

Of course, this is only a very small sampling of the brands taking part. Amazon promises shops will have everything from electronics to hardware, food and drink, and even health and beauty products too.

A £1 Million Apprentice Fund to Grow SMEs was Established

In addition to giving their retailers a temporary high street home, Amazon aims to bolster businesses with a new apprenticeship programme. The £1m fund will “help create over 150 digital marketing, business administration and customer service practitioner apprentices who will work full time for SMEs selling on Amazon, to help boost their productivity, sales and exports in the digital age” reports Amazon. Any brand-owning SME with a turnover of less than £1 million which sells on Amazon and is registered in England may qualify to take advantage of the programme.

Amazon Academies Will Add a Further Push

In addition to the apprentice programme, the 2019 Amazon Academy programme will give businesses a further push toward their goals with a series of free events designed to give SMEs the tools they need to boost productivity and increase revenue. The first event is slated to take place in Manchester and will have training sessions provided by Amazon’s own teams as well as independent businesses and intellectual property and marketing experts.

The Company Intends to Call the Government to Action

Amazon believes in its new multifaceted approach so much, the company vows to track results and submit detailed information to the Government after the year-long pilot concludes. It hopes to encourage further discussions about how to improve high street strategy and promote additional growth.

“Small businesses are one of our most important customer groups, and we’re thrilled to work with Enterprise Nation to design a comprehensive package to help entrepreneurs across the UK grow their businesses, both in-store and online,” explained Amazon’s UK Country Manager Doug Gurr. “From giving up-and-coming online British brands the chance to experience physical retail, to funding the training of full-time apprenticeships and helping to increase SME exports, Amazon is committed to supporting the growth of small businesses - helping them boost the economy and create jobs across the UK.”

Grab Your Own Slice of High Street

Amazon’s strategy can work for you too, but you don’t need to be an Amazon retailer to grab your own high street pop up shop. We now offer retailers and brands measurement of their physical marketing or retail campaigns in the UK for the first time. Data we share back with our customers includes footfall volumes (by the hour), dwell time, audience profiling (age, gender, affluence, interests) and types of visitors (where they work, live). If you’re interested in a trial, let our proprietary tech help you discover exactly where your customers are in the city and how they are engaging at your campaign. Start your search here https://popertee.ai/discover

Created on date: 14/06/2019