Much has been written about the “battle” between America’s top-two retailers and the “war” that these rivals are engaged in to sell more stuff to more people in more ways. But after a week of actual war in Ukraine, those analogies suddenly seem trite — or at least badly lacking in context.
That’s not to say Amazon and Walmart will — or even should — suddenly stop competing against each other, or that they are somehow immune or unaffected by the conflict in Kyiv.
It is, however, a reminder of just how interconnected our planet is, and that multi-billion-dollar global businesses — just like the rest of the powerless watching world — can do little else but hope for the best while making contingency plans to contend with yet another set of unforeseen consequences.
For the record, Walmart closed its Moscow office 11 years ago, and Amazon reiterated this week that while it has no direct operations in Ukraine, it does have numerous employees and partners who have deep connections to the country and was sending aid to refugee relief organizations.
And so once again, with consumers, investors, and business owners on edge due to another external event that has shocked the world, the challenge these two corporate competitors will face is to be highly tuned-in to their customers and on-watch for any signs of change in response to the emerging global environment.
Whether that change presents itself as a dip in confidence, a cutback in discretionary spending or a weakening of demand, the company that identifies the trend soonest and responds to it with creativity, innovation and awareness will win the day.
Aware
At a time when much of the world feels out of control, what better way to appeal to consumers’ need for stability than through a new line of sustainably made bedding, apparel and household goods?
“Customers want to shop consciously. We want to make that easier,” the landing page of the new Amazon Aware line of “Climate Pledge friendly” products states.
“We are committed to creating programs that contribute toward a more sustainable future,” Matt Taddy, VP of Amazon Private Brands, added in a blog post.
The new product line is made from recycled materials and organic cotton or bio-based ingredients and will be available in the U.S., Canada, and Europe.
The Future of Fit
For its part, Walmart rolled out its newest digital fitting tool this week with the debut of “Choose My Model,” a digital feature that allows shoppers to see the outfit they’re considering on one of 50 models that has a similar size, build and skin tone.
See more: Walmart’s Choose My Model Helps Shoppers Try on Clothes Virtually
While less invasive than a 3D body scan, the first sizing-assistance offering from Walmart’s Zeekit unit, which it acquired last year, is designed to give customers confidence in their online clothing purchases while also scaling back on returns and increasing customer satisfaction.
The move comes as Walmart’s digital business grew 11% last quarter as it invests heavily in upgrading its assortment and fashion via partnerships with designers such as Brandon Maxwell.
The beta-tested virtual fit tool is already available on a few of Walmart’s own brands and will be expanded to other makers, such as Hanes and Levi’s, and bring another 70 lookalike models onto the platform in the near future.
Buh-Bye Bookstores
For the second time in 25 years, Amazon is moving ahead with plans to kill physical bookstores — only this time, it’s their own.
According to multiple media reports, the online giant will start closing its nearly 70 bookstores, pop-ups and 4-Star locations to focus instead on building its grocery-based Whole Foods and Amazon Fresh franchises as well as its cashierless convenience chain of Amazon Go stores, which use its Just Walk Out technology. In addition, the just-launched futuristic digitally assisted Amazon Style concept stores will also remain in the company’s stable of stores.
Read more: Amazon to Shutter Physical Bookstores, Focus on Grocery Opportunities
“We remain committed to building great, long-term physical retail experiences and technologies, and we’re working closely with our affected employees to help them find new roles within Amazon,” the company said in an emailed comment to Bloomberg.
Amazon reportedly has 24 bookstores, 33 4-Star locations and 9 pop-up kiosks in malls in the U.S. and U.K.
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