Amazon He has opened his first physical store in Italy, which in turn implies his first physical store in continental Europe. It is a commercial space that will operate under the name Amazon Paraframacia & Beauty and offer one SELECTION OF BEAUTY PRODUCTS AND PERSONAL CAREas well as innovative services and expert advice.
The initiative, as the company has pointed out in a statement, aims to expand and complement the online offer of products in the category in Europe. It opens its doors to the public today, February 12, in Piazzale Cadorana, 4, and its lines will host products from leading brands such as Eucerin, La Roche-Posay, Vichy, Avène, Bionike, Rilastil or Cerave. In addition, users can interact with advanced technological tools and benefit from the store advice.
“We have designed this store to get closer to our clients and offer an innovative experience, merging avant -garde technology with expert advice“said Giorgio Busnelli, vice president of Amazon’s consumer goods in Europe.
The producer selection that will meet under Amazon Paraframacia & Beauty will be progressively available during the year in the Online stores from Germany, France, Italy, Spain and the United Kingdom. In this way, Amazon will provide access to customers to an even wider range of beauty products, addressing various preferences and needs.
Amazon Paraframacia & Beauty has two differentiated areas. On the one hand, the main gallery, which will be located in the center of the store and will show a selection of beauty products, personal care and recommended by dermatologists. The different stations will have Interactive digital screens that will allow obtaining information about the products that are located on a smart tray. They will also reproduce educational videos, which will provide details about the ingrants and additional information. The products will also have electronic labels.
On the other hand, the store will also have a “Derma-Bar”, which is an experiential area in which customers can receive a free digital skin analysis through technological functions and Recommendations of Expert Products In beauty. With digital tools, customers obtain a complete report on their type and skin condition, as well as product recommendations according to the results. It also has stations to test products.
In addition, the store also has counters and a Parapharmacy space Attended by pharmacists in which you can buy medications without recipe and free sale.
The difficulties of Amazon’s physical stores
Amazon’s movement is a new attempt to settle in the physical channel, in which throughout the last decade it has not had too much luck, as has also happened to other great digital retailers that have also tried to implement their physical stores.
In 2015 he opened his first physical book store, Amazon Booksin the city Seattle and subsequently inaugurated other locations in the United States, reaching a total of 60 bookstores. However, he closed these spaces in March 2022.
That same year he also communicated the closure of his stores 4-stars, that offered a selection of the products qualified with four or more stars.
In 2016 he also presented the stores Amazon Go, with which he promised to revolutionize the retail for his absence of payment boxes. However, today the company continues to find difficulties for its penetration between consumers and retains a handful of locations in the United States and the United Kingdom.
Better performance seem to have found stores Amazon Freshfocused on fresh food products, and which has more than fifty space in the United States and two tens in the United Kingdom, although it does not lead the category in the British market.
