MILAN, Italy – Gearing up for Black Friday, Amazon strengthens its position in Italy with a festive pop-up store in Milan. Dubbed ‘Amazon Loft for Xmas’, the 500 square meter space opened its doors on 16 November and will welcome gift hunters until 26 November. <\/p>\n\n\n\n
Conveniently located in the central Via Dante, the\u00a0pop-up features a wide selection from the online giant, including technology products and items from Amazon\u2019s private label, with an entire ‘Bedroom’ area\u00a0dedicated to fashion and self-care products.\u00a0The store will also host events such as book presentations, live performances, workshops and meetings with artists.<\/p>\n\n\n\n
From the tech side, each product is paired with a ‘Smile Code’ allowing customers to learn more about each item through the Amazon app. During our visit, we saw that customers really engaged with the displays – picking up items and scanning them with their phones.
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Despite the lacklustre merchandising, Amazon’s pop-up was packed, enticed perhaps by the e-tailer’s reputation. For those searching for a touch of magic in their Christmas shopping experience, they won’t find it here. But that’s probably less of a concern for Amazon, after all, it’s another opportunity to push Amazon-branded products in front of customers who are ready to spend ahead of the holidays.<\/p>\n\n\n\n
\u00a0After Milan, Amazon will take the Christmas Loft pop-up concept to other major European cities including Paris, Madrid, Berlin and Amsterdam.<\/p>\n","protected":false},"excerpt":{"rendered":"