Now, Amazon is facing a proposed class-action lawsuit that accuses the company of failing to inform customers at its Go cashierless stores that it was collecting their biometrics. “And so, it may not be at the moment on their priority list, because they have all these other things that they have to solve for,” she explained.Back in 2021, a law took effect in New York City that requires businesses to post conspicuous signs if they're collecting customers' biometric information, such as their facial scans and fingerprints. "They’re dealing with so many different layers within their various channels.”įor companies facing these problems, Amazon's technology may not be what they need right now. “They have supply chain, they have the buy-online-pick-up-in-store, curbside, buy-online-return-in-store," Solanki said. That’s because the pandemic has introduced a different set of problems for retail stores. She says even if Amazon overcomes all the obstacles it’s facing, it’s still not clear if its technology will become a hot seller. Retail has other problems to solve firstĪnjee Solanki, who we heard at the beginning of the story, is the top expert in U.S. It was in a residential suburb (Mill Creek). The most recent Amazon Go store wasn’t in a busy downtown. "Just Walk Out" hasn’t trickled down to America’s Main Streets.Īmazon is pushing back against this idea that this concept can only work in limited circumstances. “In our brick and mortars, we’re a lot more flexible with special orders, because we understand that’s a big part of our business is creating your own burgers and being able to ask for no pickles, no catsup, you know what I mean," he said.Īlmost all the companies trying out Amazon’s technology are in airports, big casinos, or sports stadiums. Lalario loves the technology too, but like the other CEO, he does not think it makes sense for his other locations. And you can’t customize them at all,” explains Marcus Lalario, the CEO of another restaurant at this stadium that’s trying out the technology, Lil Woody’s.
“At the stadium, because it’s so turn and burn, the burgers are how they come. The technology only makes sense in super-busy places: places where you can sell, say, hundreds of identical hamburgers in-between hockey periods. That leads to the third reason Amazon’s technology may not be the future of retail after all. But he said he’s not planning to use it in his other restaurant locations.
Halpern said he is excited about the technology, because eventually, he thinks people will figure it out.
“Or are they so used to queuing that they’re getting in line, following the herd?” He wondered.
Josh Halpern, the CEO of Big Chicken, said maybe the fans don’t understand what "Just Walk Out" means.
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