Amazon will make its storage lockers available to Coachella-goers by allowing them to order both in advance and same-day to have items delivered at no extra charge. By outsourcing festival logistics to the brand, people are able to remove yet another pain point that could dampen their experience. We explore the insights behind this and how experience hunters can combine retail convenience with leisure time.
Amazon is launching a dedicated Coachella storefront online, where revelers can shop all their festival needs, as well as providing delivery lockers for Prime members on the festival's site. The e-comm giant currently operates lockers across 900 cities and towns in the US as an alternative for home or work delivery, which minimizes package theft and issues of receipt in co-living spaces. "We want customers to make the most out of their weekend at Coachella," says Patrick Supanc, Amazon’s director of lockers and pickup. "Bringing the convenience of Amazon Lockers to Coachella will help customers focus on their experience instead of worrying about forgetting something or having to carry it in with them."
The festival-inspired online storefront will also maximize the appeal of the initiative, with commonly sought after items included across fashion and accessories, beauty, health & wellness, tech and camping gear. This allows customers to shop from the familiar landscape of e-commerce, without worrying about the heightened prices of products available at the Coachella site. The festival will mark Amazon's first trial of temporary lockers and the success of the initiative may lead to engagement at other large-scale events.
Amazon may afford partygoers the luxury and convenience of leaving items behind – whether by design or by accident – and still have them delivered directly to the festival. The brand says it's giving people more control and convenience, by giving them greater flexibility when organizing what they need to take. What's more, with 55% of Americans saying that they start their shopping trips on Amazon anyway, the festival storefront represents yet another entry point into consumer's retail experience. Also inserting itself into festival-goers shopping journey is Coca-Cola, by creating bottles of the drink that doubled up as festival passes.
Sophie Robinson is a Junior Behavioural Analyst at Canvas8. She studied social anthropology at the University of Manchester and is fascinated by truth and illusion, deconstructing stereotypes of normality and enjoys writing screenplays.
