Amazon’s Udaan programme – launched in 2015 – which provides assisted online shopping, has been rebranded as 'Amazon Easy'.
The India-specific innovation is mainly targeting customers from Tier-II and III towns, who make up the majority of the retail customer base. Udaan is already present in more than 14,000 stores in 21 states with large network partners like Storeking, Vakrangee, as well as smaller partners and individual entrepreneurs.
Under the programme, a physical kiosk – mostly a retail store that has partnered with Amazon – will assist those who have never shopped online before. With two out of three new customers on Amazon coming from outside Tier I cities, this initiative is aimed at providing internet access and breaking down barriers to digital payments.
For this purpose, Amazon India provides these kirana stores, medical stores, and mobile shopping outlets that have partnered with them with a PC-based website. The store owners are trained to help customers find and buy products of their choice, for a commission.
In a press release, Kishore Thota, Director, Customer Experience and Marketing, Amazon India, said, “Amazon Easy is going to be transformational as it uses technology and empowers local entrepreneurs to break down complexities and barriers for new-to-ecommerce shoppers using assisted shopping. As the programme scales and strengthens we will look to add many more services under Amazon Easy to enhance the shopping experience for all customers.”
According to the press release, Amazon has added a visual identity for Amazon Easy with a special logo to help customers identify the stores and understand the offering. It states that the name ‘Amazon Easy’ was chosen not just to indicate the convenience aspect but also because the word ‘Easy’ is extensively used across India and by all language groups.
“Starting with more than 200 stores across the Krishna, West Godavari, East Godavari, Warangal, Nalgonda and Guntur districts in Andhra Pradesh and Telangana, Amazon Easy will be rolled out nationally across thousands of existing stores over the next few months,” says the press release.
Customers can walk into the neighborhood Amazon Easy store for assistance while shopping on Amazon.in. Amazon Easy store owners help customers browse the selection, identify and select products, create their Amazon accounts, place orders, and checkout to buy. Customers can choose to pay with cash on delivery (CoD) or online at the store, while placing the order. Customers can also reach out to the stores if they need help with their order status and returns.