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01/10/2023

Eliminating Barriers from the Shopper Journey

The future of innovation and improving the shopper experience can be as easy as simply focusing on eliminating barriers for consumers.
Elizabeth Lafontaine
Chief Retail Analyst, Retail Leader
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Hudson Nonstop
Hudson Nonstop at Nashville International Airport in Concourse C

I, like many others, traveled to visit family over the holiday time period. While I was waiting for my flight back home from Nashville, I stumbled upon a brand new Hudson store using Amazon’s Just Walk Out (JWO) tech. I obviously needed to see this in action for myself, so I scanned my credit card and walked in to check it out and grab some snacks for my flight.

I’m no stranger to JWO having lived in cities with Amazon Go locations, but seeing the technology being used in an airport just made so much sense to me from a traffic standpoint. The store was well organized and merchandised, and the absence of a checkout counter made the experience efficient, especially for travelers who are in a hurry to make their flight.

Nashville Airport was the first to receive this new offering from Hudson, which is one of many outside retailers now using the technology from Amazon. It’s truly amazing to see retail technology in action that actually creates a solution for problems in consumers’ paths to purchase. As we think about the future of innovation and improving the shopper experience, it can be as easy as simply focusing on eliminating barriers for consumers. In this case, JWO enhanced an airport experience by providing ease of use that could easily be replicated in other retail spaces.