Creating a News Cycle

Store Opening Approach

Generate excitement and positive media coverage around Amazon Go’s new store launch in Seattle, maximizing impact for storytelling on both the local and national levels.

Objective

We need to differentiate this store opening to distinguish our opportunities and results.

Challenges to Overcome

While local media have often covered news of Amazon Go openings favorably, we know that both media and consumers have also vocalized concerns and skepticism around the concept, specifically its lack of human interaction and heavy reliance on technology.

Insights

Food insecurity is a significant problem in Seattle – even before the pandemic exacerbated the issue, it was estimated that 12% of adult residents were food insecure – that number has risen over the past year, particularly among households with children. (source)

Because of factors like the spatial distribution of healthy food options, annual household income and unemployment rates, it’s believed that South Seattle is either a food desert, or about to become one. (source)

Seattle has lost upwards of 260 businesses since the onset of COVID-19, including local stalwarts that have operated for more than 100 years. (source, source)

Homelessness – and as a result, trash buildup near encampments – continues to be a problem in Seattle, where roughly 12,000 people live outdoors or in shelters. (source)

Bringing the Grand Opening to Life

Amazon has the opportunity to be a good neighbor, to put your incredible innovation to work for the community while driving enthusiasm and trial for the new Amazon Go store. We’ll drive excitement locally – and headlines nationally – around the grand opening of Seattle’s newest Amazon Go location by humanizing the Amazon brand and giving back to the local community in ways that are needed the most.

Creating a News Cycle – Store Opening Approach

Announce the impending store opening alongside the news that – on opening day – in celebration of the new store location, all of Amazon’s Seattle-area employees will be excused from work in order to volunteer in the community, putting faces behind the Amazon Go brand and working to solve timely issues facing the city.

Amazon Go Street Teams will visit locations throughout the city to build Tiny House Villages for the homeless, volunteer at food banks, pick up trash and clean public spaces, and more.

This day of giving will become an annual event for Amazon hubs nationally
Invite local/national reporter to tag along and see Amazon’s community impact in action

Following opening day and the day of giving, Amazon will celebrate the local community throughout opening week:

Allow customers to “pay it forward” with the option to have food from Amazon Go donated to a local food bank when they make an in-store purchase
Use proceeds from the store’s first week to “bring back” an iconic Seattle business that was forced to close due to the pandemic (e.g., Borracchini’s Bakery)
Commission local artists to create murals (which will live outside the new store location) highlighting the personalities who work at the store – each spotlighted employee will also be asked to choose their favorite local non-profit, which will be highlighted alongside the murals