Amazon Go or the end of unique prices

Automatic translation from : https://medium.com/@alireici/amazon-go-ou-la-fin-des-prix-uniques-466630d78d25#.9sstgh6dg

The true innovation of Amazon Go is not the absence of cash but the end of the unique prices! And it’s a revolution.

To remove the liness, Amazon could very well be satisfied to scan RFID chips at the exit of its stores. If they have not done it is that the consumer interaction with the product and much more interesting and certainly much more profitable. Indeed, with this approach, Amazon will first be able to 1 / industrialize the analysis of consumer behavior at the point of sale, but above all 2 / vary prices according to customers, behavior, profile and That of their family! And we understand fairly quickly the interest for brands that can now better address their core target (via custom promotions), create synergies between their ranges, reward fidelity, but also re-direct their customers directly to the places of purchase !