CNBC recently profiled Amazon’s new store that sells popular items from its website. Basically, the store curates the “good stuff” and stocks it in one retail environment.
I couldn’t help but think of the “monthly stuff in a box” trend. Birch Box is one, but there are several others. The key difference is that Birch Box and its ilk curate a set of items in a particular category; Amazon crowdsources that curation, using popularity as a proxy for curation. And of course, Birch Boxes come in the mail. You drive to the Amazon store. But for all the differences, the idea is the same: reinventing #retail #marketing – creating a new type of experience grounded in surprise, delight and excitement versus predictability and efficiency.