By Forbes
Amazon has been trying to break into brick-and-mortar retail for the past decade and been only marginally successful, with the exception of Whole Foods, which it acquired in 2017.
Whole Foods aside, it’s tried physical retail with bookstores, convenience stores, fresh-produce grocery, mall kiosks and popups, general merchandise, and fashion. Currently, only a handful of Amazon Go convenience shops and Amazon Fresh grocery stores are operating.
Now it’s trying again with an Amazon Parafarmacia & Beauty store in the center of Milan, Italy. It will specialize in what it calls “para-pharmaceutical” beauty and personal care products in a techno-enhanced environment to help customers select the right solutions for skincare issues and concerns. And to bridge the gap when a customer needs more personalized service, it will be staffed by on-site pharmacists and skincare experts to provide expert advice and guidance.
“We’ve designed this store to bring us one step closer to our customers and to deliver an innovative experience, merging cutting-edge technology with expert advice,” Giorgio Busnelli, Vice President of Amazon’s Consumer Goods in Europe, said in a statement.
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