Amazon is set to expand its Just Walk Out technology to the O2, a premier live entertainment and retail venue in London, UK, by the end of 2024
The O2 will become one of more than a dozen third-party locations in the country to use the Just Walk Out technology.
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The new Just Walk Out-enabled store at the O2 is set to open in the summer of 2024. It will be the first indoor arena in England to offer this frictionless shopping experience, allowing guests to quickly return to their seats with their purchases.
Amazon has partnered with Adyen, a global financial technology platform, to ensure secure payment processing for the initiative.
The O2’s adoption of Just Walk Out technology is part of Amazon’s broader strategy to introduce its seamless shopping experience to UK locations including retail stores, sports stadiums, entertainment venues, universities and airports.
The O2 is also planning to launch Just Walk Out technology-powered self-serve bars.
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By GlobalDataJust Walk Out technology uses artificial intelligence (AI), including computer vision and deep learning, to enable customers to shop without the need for traditional checkouts.
To perfect the system, Amazon has created synthetic datasets that simulate millions of shopping scenarios.
The technology is already in use in 150 third-party locations across the US, the UK, Australia and Canada.
O2 commercial director Adam Pearson said: “Our strategic investments in technology are guided by our commitment to creating seamless experiences that our guests really value.
“The integration of Amazon’s Just Walk Out technology is a direct result of our ongoing efforts, alongside our hospitality partner Levy UK + Ireland, to listen to our guests and implement solutions that meet their expectations for convenience and efficiency at every touchpoint.”
In a separate development, Stackline, in collaboration with Amazon, has introduced a “multi-retailer attribution” solution.
This tool aims to transform how brands evaluate the sales impact of their advertising.
By combining proprietary audience technology with Amazon Marketing Cloud, brands can now track consumer purchases driven by Amazon advertising across all major retailers, offering a holistic view of consumer behaviour.
