PSFK talks to retail innovation expert Flynn Joffray about his experience at the Amazon Go store on opening day

Tech giant Amazon has launched its new Amazon Go store: a prototype brick and mortar experience in its hometown of Seattle in Washington. The big feature of the store is the “Just Walk Out” system which means that shoppers don’t have to pay! Instead they have to scan their phones when they enter the store, and then the store monitors what the shoppers pick up and charges them when they leave the store.

It’s going to be interesting to see if the concept will inspire a new generation of retail experience. To understand this more, I spoke to Flynn Joffray of the retail innovation agency Oak Labs. His team has been working with retailers like Ralph Lauren and Westfield to imagine the Store of the Future. Here's what he had to say (and feel free to listen in on this PurpleList Podcast):

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