- Amazon has expanded its Whole Foods discounts, and it’s designed to place Prime front and center.
- Cashiers now ask customers whether they’re Prime members upon checkout, and the stores are covered with signs advertising the sales.
- It marks the first time that Prime, Amazon’s most important customer offering, has jumped offline in a meaningful way, and it provides another avenue for growth for the service.
Amazon is giving its Prime membership prime treatment as it rolls out discounts across Whole Foods stores.
The stores are now staging grounds for Prime membership, filled to the brim with in-store advertisements showing the latest deals that are available only for Prime members. Workers wear blue Prime aprons advertising the membership, and cashiers are supposed to make a point of asking customers whether they are Prime members and therefore entitled to discounts at checkout.
Asking customers directly, in person, whether they’re part of the Prime program is something Amazon has never been able to do before. That changes the game, opening a new avenue of potential growth for the service.
The most obvious case is the tables advertising Prime. Employees at those tables function as Prime evangelists, zeroing in on shoppers who say they don’t have Prime or haven’t heard of it, pulling them aside to chat about free, two-day shipping.
Having Prime in Whole Foods gives it a foothold in the physical world as the service becomes more vital to Amazon’s business. Prime customers are by far Amazon’s most loyal, buying more stuff more often.
Additional reporting by Hayley Peterson.
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