Is the possibility even real

Amazon is buying real markets? There's nothing to laugh about at all!

Pop-up stores not only in Madrid and Berlin, Amazon makes itself beautiful for the area. But that's just marketing. Because it is possible that the very large stationary wheel is being turned in secret, and this is also to blame for the logistics disaster in Germany. Maybe this is just nuts. But what if not?

Share this article How dear from Facebook. They want to give young brands, whose products are currently only available online, the opportunity to present themselves in stores. Hence the current nine pop-up stores in branches of the US department store chain Macy's - in New York City, Pittsburgh, Atlanta, Fort Lauderdale, San Antonio, Las Vegas, Los Angeles, San Francisco and Seattle.

Macy's is a bit like Karstadt and Kaufhof - there are fewer and fewer buyers there, too. Subletting is therefore not bad even for the aging department store Americans. But the nine Facebook shops with a good 25 square meters are only open until February 2nd, and what will come of this is questionable. At most, it would help to apply as a dealer, because your own online marketplace still needs some start-up help.

Nothing going on in the Facebook store

So far it has not been possible to tell that consumers have been waiting for this. The reporter for the "Süddeutsche Zeitung" had time for a one-on-one conversation with the saleswoman during his visit to the New York store these days, it was so empty here.
Amazon Christmas shop: 500 gift experts have compiled the range
It's hard to pop up everywhere. But at least since Amazon opened Wednesday in Madrid and Thursday also in Berlin, it can be assumed that this is about more than a few nice shops for in between with Christmas gifts, photo workshops and readings on the Ku'damm.

Something big seems to be simmering on the Amazon stove. The fact that German real estate consultants are commissioned to search for suitable space is nothing new. So far there is hardly any usable information about their use.

Who needs all that non-food clutter?

But you can spin around sometimes. What is or will be available in the foreseeable future?

Hmmm, right - the real markets.

282 of these relics from the old days of shopping, known as hypermarkets, still exist, and the owner Metro wants to sell the entire unit. Because there is nothing more to be gained with Real. One problem with this format is the whole non-food clutter. Who, for example, still expects Real to have assortment expertise in fashion today? So get away with it. The pretty food market halls (after Krefeld recently also in Braunschweig) are to be understood as bridal jewelry, so that possible grooms get a little more desire for real. For Metro it would logically be best for a large investor to get everything at once, who then utilize everything and "beat it up" bit by bit.

Pop-up stores are just marketing

But who today buys 282 stately branches in one fell swoop, often on the outskirts of cities? Nobody. But who is eligible for individual houses is: Amazon.

Like what - huh? Some will groan there.

But yes. It's not that bit of pop-up fuss. It's just for marketing. You get into the newspaper and everyone is talking about it.

Online could grow even more if logistics allowed it

All online retailers need what Amazon needs, but there is less and less to get - a smooth logistics system to get the goods to the customer. The famous last mile becomes a crawl, as will be shown today by the artificially generated discount battle special boom of "Black Friday" (today) and "Cyber ​​Monday" (next week) when people shop obsessively. And if there is still money left after the shopping spree, then consumers rush into the good old Christmas business - and then at the latest the delivery overkill will come.
Steffen Gerth, editor at Der Handel und Etailment
Amazon knows that logistics will limit the growth of online trade, it is simply no longer possible to distribute as much and as quickly goods as are ordered. Amazon can't like that. Having your own delivery fleet doesn't help if the cities are congested or the German Environmental Aid (DUH) forces even the last dump into a diesel driving ban.

Customers come to Amazon

The solution: Amazon no longer comes to the customers - but lets the customers come to them. In the old Real markets. These become part of a convenience world with gastronomy, Amazon Locker parcel stations, ATMs and everything else that is nice - but the real thing is in the back: a huge pick-up area for ordered goods. Anyone who thinks that is silly should find counter-arguments. Real markets are easy to navigate to for delivery trucks, have loading ramps, there are no residents who complain about the constant traffic - and no DUH that quickly lets the wheels stand still. And customers, in turn, will find plenty of parking spaces on site.

Open on sundays

Another advantage of this system: If you offer a catering business, you can also open it late at night and on weekends. The pick-up station is then also open; first have a cup of coffee at Amazon, then quickly take the new winter jacket with you.
The opposite of sexy: fashion at Real
Sounds bold, of course, but if you've been listening to Jeff Bezos recently, you shouldn't be surprised about anything. If the creator of Amazon just calculates to his executives that the company will one day go bankrupt, but that day has to be delayed as long as possible by thinking even more in terms of customer wishes, then you have to reckon with everything.

Digital natives consider Karstadt to be a town

Also with a new business model, because turbulent times are still ahead of online trading. So far, part of the consumer money has flowed into brick-and-mortar retail because it primarily carries the generation of pensioners there. But what about five or ten years from now, when these analog people have died - and generations Y and Z have grown up, have a lot of money and want to go shopping?
What is classic retailing about? Where does he see opportunities? Where are the obstacles? Every Friday, the editorial staff of "Der Handel" takes a look at the past week in stationary retail and comments on important developments on the market and on the web.
These are the digital natives who consider Karstadt to be a town and are used to having their outfits sent home at Zalando or About You, trying them on and sending almost everything back. Except for Instagram photos, they hardly ever go to pedestrian zones, but order on the go with an iPhone 10, 11 or 12.

Christmas presents? The younger the online

If the class of today's elderly buyers no longer exists, there will be a tectonic shift in shopping behavior in Germany - online will grow massively. This can already be seen from the way Germans buy their Christmas presents. The younger the online. This is what it says in the most powerful Christmas study since time immemorial, written by the University of Economics & Management in Essen, which interviewed no less than 55,700 test persons.

One can and must doubt that logistics is prepared for this paradigm shift. So Amazon is preparing. Because in the future it will only be possible to use pick-up stations in order to get the order mass under control. And the back rooms of kiosks are no longer enough for this - large rooms are needed for this. Which brings us back to the real markets, which have everything you need to collect. Because the always discussed department stores are only suitable to a limited extent, because they are complicated to navigate and multi-storey, which makes it difficult to reuse them from the outset. So real. In the end, Metro boss Olaf Koch will hardly have any other choice because no single buyer will buy up his 282 branches anytime soon. Maybe Amazon will grab 50, maybe even 100 houses, maybe only 10. But it is not so absurd that they could get hold of them.

If so, please recommend us to others. If not, then hopefully we've given you some new ideas by now.

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