Amazon is opening a hair salon in London, its latest push from online to bricks-and-mortar — and a move that allows it to collect more real-world consumer data in the meantime.
Over the past few years, Amazon has carefully pushed into bricks-and-mortar retail, after spending decades training customers to shop online. It built a physical bookstore in Seattle and now has roughly two dozen locations. It purchased Whole Foods Market in 2017, adding a few hundred retail locations. It has built out pop-up stores and 4-Star stores, which sell highly ranked items from the online site.
The e-commerce giant is opening a new tech-heavy hair salon in partnership with a prominent U.K. stylist. The salon will include tablets at every chair, a screen to virtually “try on” hair colors and a station to display information about products when a customer physically points at them, Amazon said in a news release. The salon is open only to employees to start — a traditional Amazon strategy.
At the new salon, customers will be able to check out hair colors via augmented reality before they commit to a dye, and then settle into a chair with a Fire tablet. The salon will include walls of products with QR codes that display more information and, presumably, purchase options.
Close observers of the company speculate that it could be a play by Amazon to continue its foray into computer vision, a technology it already uses to track shoppers in its Amazon Go convenience stores.