Amazon’s latest attempt to reach zero delivery time could be a drive-through grocery store for Silicon Valley’s tech workers. As first reported by Silicon Valley Business Journal, Amazon users would pick up their grocery items in a physical store after first ordering online and scheduling a pickup time at a nearby facility. From plans presented to Silicon Valley developers and planners, it appears that the facility will include a combined 11,600-square-foot building and grocery pickup area. While there’s still some debate about whether this is going to happen (and Amazon itself has not confirmed the rumor), it’s the type of innovation that shows why the concept of zero delivery time is so powerful.
The idea of a drive-through grocery store is in the same vein as some of Amazon’s other inspired retail concepts, such as the idea of using drones to drop off packages on doorsteps across America. That idea for Amazon Prime Air sounded a bit daft when it first appeared at the end of 2013, but now the FAA is increasingly on board with the idea of drone deliveries, and a whole lobbying movement is starting to form around commercial drones. Just this week, the NASA Ames Research Center hosted a three-day event to discuss just exactly how drone deliveries might happen in the future.
You can see where Amazon is going with these ideas – it’s all part of a broader retail strategy of getting packages to consumers faster than ever before. Before the Amazon drones concept, there was the Amazon Locker concept and the Amazon one-hour delivery service. In cities such as New York and London, Amazon Prime Now makes it possible to receive one-hour delivery on thousands of popular products.
The problem is still the last mile. In order to be able to get packages to consumers as fast as possible, you’ve essentially got to have huge warehouses stacked to the ceiling with products located as close to consumers as possible. And then you’ve got to have the logistical firepower to get these packages to consumers wherever they live. In the case of one-hour delivery in Manhattan, think of massive staging areas in the five boroughs of New York City or across the water in New Jersey, with a fleet of trucks ready to race over bridges or through tunnels to get packages to consumers.
What’s needed is a way of optimizing the process of getting items from warehouses to consumers. That’s where drones come into the picture – they might be more efficient than trucks, planes or automobiles in traversing hard-to-reach destinations. (Just think of the massive gridlock that can occur in and around any major metropolitan area.) What’s also needed is a way of shortening the physical distance between warehouse and consumer in order to eliminate the risks of encountering those logistical snarls. That’s where the physical drive-through grocery story plays a role: the consumer comes to the product rather than the product coming to the consumer.
But if you’re truly going to get to zero delivery time, you’ve got to go even further than that. You have to make it possible for customers to have access to products on demand. So what if large retailers such as Amazon begin to 3D print products on demand for consumers, literally letting consumers have access to products the moment they want to order them?
Yes, Amazon appears to have thought of that as well. In 2014, the company patented a method of 3D manufacturing on demand. Orders placed by customers would be transmitted to Amazon data centers, which would relay those orders – as well as the digital files for printing those products – to a fleet of mobile trucks equipped with 3D printers. As trucks made their way to delivery points, they would be simultaneously 3D printing products on the go.
Just about the only way delivery could be made faster, in fact, is if Amazon knew your order before you placed it. According to one concept for which it received a patent in 2013, Amazon was thinking of ways to predict consumer purchases and send them on the way before they had even been ordered. By analyzing abandoned shopping carts or the contents of wish lists, for example, there might be a way to construct an algorithm that could sense and predict when customers in a certain geographic region might be on the cusp of purchasing specific items. Amazon called it “anticipatory shipping.”
Now, contrast this “zero” (zero delivery time) with another “zero” – zero margins. Critics could argue that’s where the retail world is headed if behemoths such as Amazon have their way. They accuse Amazon of constantly slicing and dicing its prices in order to drive competitors out of business. The faster that prices drop, though, the faster margins head to zero. If you’re as big as Amazon, of course, you can just make it up on volume. Everyone else goes out of business.
That appears to be the retail strategy of the next rumored Amazon-killer – Jet.com, which is primarily going after Amazon based on price and turning the Internet into a giant Costco. Once you sign up as a Jet.com member and pay a $49 annual membership fee, you get access to what Jet.com promises will be the best prices on the Internet. Depending on how many items you’ve loaded up into your shopping basket, the prices will keep getting lower and lower.
If given the choice between zero delivery time and zero margins, it’s up to the consumer to signal which one is more important. If zero margins are more important, then we’re going to see more and more companies take the Jet.com approach. If zero delivery time is more important, then we will continue to see cool innovations such as drones and 3D printers play a role in retail strategies. Companies will stand out as innovative, not because they have the best algorithmic price optimizers, but because they are pushing the envelope on how you get your products.
The Amazon drive-through grocery store concept is just like the Amazon drones concept – it may or may not go anywhere, but it certainly is interesting and it points to a future of retail innovation in which zero delivery time is closer and closer to being a possibility. That’s a big zero for Amazon but a huge plus for consumers.
Disclosure: Amazon CEO Jeff Bezos owns The Washington Post.