Amazon’s app-based in-store shopping experience for men and women’s clothing and accessories opened its second location, this time in the Midwest at the Easton Town Center in Columbus, Ohio.
At Amazon Style, customers can use their phones to scan QR codes as they shop the floor and choose between different colors, sizes, and styles in the app, according to a press release emailed to PYMNTS on Tuesday (Oct. 18). The selected items are then sent to a dressing room, a physical checkout, or directly to a digital checkout.
See also: Amazon Opening Fashion Store with Digital Fitting Rooms
Plans for Amazon Style were first made public in January with a California store in the works that would allow people to shop online in-store to enable seeing clothing up close and trying on selections, PYMNTS reported at the time.
The new fashion concept complements Amazon’s other brick-and-mortar stores that include 22 bookstores, about 40 Amazon 4-Star locations, 30 Amazon Go convenience outlets, 23 Amazon Fresh supermarkets, and nine pop-up shops, according to the Amazon website. The eCommerce giant acquired Whole Foods in 2017.
Read more: Amazon Opens 1st Brick-and-Mortar Clothing Store in LA
The Los Angeles concept store opened its doors on May 29 in Glendale, California at the Americana at Brand, PYMNTS reported in May.
At Amazon Style, customers can use the app to see available sizes, colors and customer ratings and send items directly to a fitting room, which is designed to be a more personalized space. A touchscreen allows the customer to browse more styles and request a different size or item that can quickly be delivered to the fitting room.
In addition to the items requested, the fitting rooms will also have “additional picks we think they may like,” according to the release. Employees are also located throughout the store to help customers.
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