Amazon ensures no standing in line for Moda Operandi shopping fashionistas

High-end fashion retailer Moda Operandi partners with Amazon.com to accept payments via Amazon Pay.

The e-commerce giant first known for its low cost books and household goods, has now teamed its smart phone detection technology with luxury clothing merchant Moda Operandi to create a seamless shopping experience that starts at Moda’s Web store and finishes at any of its invitation only physical boutiques, fashion shows, or other events.

Seamless sale completion
Moda Operandi customers need no longer fiddle through their designer wallets to pay for purchases at any off- or online Moda Operdani channel. Instead, they can pay using their smart phone devices or in-store tablets that connect to their Amazon account.

Amazon’s smart phone detection technology alerts Moda stylists when customers enter brick-and-mortar Moda Operandi boutiques and events. Favorites identified by customers through Amazon or Moda Operandi’s e-commerce site are forwarded to stylists who can quickly fetch the items for customers. Moda Operandi currently operates two invitation-only retail boutiques, one in New York and the second in London, where the new technology will be implemented, as well as at fashion shows and trunk shows.

But don’t expect to see that US$3,495 pair of velvet embellished painted platforms on Amazon’s website just yet. Moda Operandi inventory won’t show up on Amazon’s website, but the partnership could provide a halo effect for the e-commerce giant’s apparel business, and push its payments operation into brick-and-mortar retail. The partnership also gives Moda Operandi, a six-year-old startup that has raised more than $130 million, the ability to better unite its off- and online channels — an ongoing challenge for retailers large and small.

With no register comes no lines
Payment continues to be a hot topic in digital commerce, with the likes of PayPal, Visa, Google and a growing set of startups trying to create faster, easier, more efficient ways to part us from our cash. Today, the payments market seems overcrowded and confusing, with competing tech companies vying for customer mindshare with a vast array of apps and mobile devices.

But as the internet of everything becomes an increasing reality, a goal emerges as merchants and payments companies increasingly combine the convenience of online checkout with the social experience they enjoyed from going to a store — a process known as “click and collect.” The end goal, A Philip Dick shopping ‘utopia’ where you identify consumers once they enter stores and maintain a virtual cart of their desired purchases that allow them to pay for what they need without having to wait in line or fumble with cards or cash.

The Moda Operandi deal may well be a tiny step toward that goal, along with Google's Hands Free app, which lets people pay by telling cashiers "I'll pay with Google," or the connected car idea unveiled by Visa at Mobile World Congress that lets drivers pay for parking or for gas, thanks to a chip that lets the vehicle talk to the parking meter or gas pump.

Tags: Amazon, payments

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