Amazon’s Immersive Home-Like Experiences To Retail Alexa & Friends
The retail giant partnered with construction company Lennar Corporation to create fully-equipped model "smart" homes as a new venture into experiential marketing
Amazon and construction company Lennar Corporation are taking the idea of the “smart house” to the next level with their 15 new Amazon Experience Centers across the country. These model homes are all fully integrated with Alexa technology, serving both as a showroom for smart-home products and allowing customers to experience IoT capabilities within the complete context of a realistic house.
The move is also designed to compete with fellow retail giants like Best Buy, who recently grew its In-Home Advisor program. This initiative sees technology experts making house calls to customers in order to help them connect devices, improve energy efficiency and more.
Amazon has a similar program, called Smart Home Services, which launched last year and will be integrated with the new model homes. The goal of the Experience Centers is twofold: to draw potential home buyers to Lennar’s models, and also to promote Amazon products—each of which Lennar will receive a commission for if sold. The flagship locations for the model homes are in California, Florida, Georgia, Texas, Virginia and Washington.