In January 2018, AMAZON.COM Inc. (Amazon) opened its first self-service Amazon Go convenience store in Seattle, Washington, USA. Armed only with a smartphone app tied to a credit card, a customer could enter the store, select merchandise from the aisles and refrigeration cases, and just walk out—no lines, no waiting, no cashier.Marketing Research and Data Analysis A can of coke, chocolate  bar, or  chicken sandwich placed in  a  shopper’s bag, is identified, accounted for, and charged to a payment card, all facilitated by computer vision, deep learning, and sensor-based information technologies (IT). Based on extensive public sources, the Amazon Go case provides a rich opportunity to explore an IT-enabled start- up that potentially threatens three industries: convenience stores, grocery stores, and fast-food outlets. In the future, the technology, either by licensing or expansion by Amazon, arguably could disrupt the broader retail industry and its millions of employees. You have an opportunity to explore the business automation technology and the associated range of digital skills required to demonstrate professional competency within an organisation.

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