E-tail giant Amazon has launched a new payments concept with US luxury fashion e-tailer Moda Operandi (which allows fashion fans to pre-order catwalk pieces), allowing consumers to buy its high-end garments using their existing Amazon accounts.
While Amazon is facilitating the swift payments, it won’t carry the brand’s merchandise on its own site. The main purpose is to position Amazon’s accounts system as a universal payment tool capable of implementation on third-party sites – extending its scope into new territories, including luxury fashion.
Promoting that extension, Amazon is also producing a series of ‘Sign In with Amazon’ adverts on its site that link users to Moda Operandi’s homepage – creating a direct link for the most affluent of its 300 million style-centric members.
The technology will also extend to payments in Moda Operandi’s New York and London showrooms. Using Beacons technology and the Amazon app, store associates will be notified when a shopper arrives to try on a ‘click-and-collect’ item. Their profile information, including items viewed as well as those placed in their cart, is simultaneously sent to iPads to help associates recommend further items.
For more on the new innovations fuelling Amazon’s strategic direction, see Amazon’s Instalment Loans, Amazon Launches High-Speed Delivery and Amazon Moves into Multi-Channel. For more on its bid to crack the style market, see Amazon Repositions via Dazed Mag.