Friday, December 2, 2011

Amazon gears up for Cyber Monday rush

Patrick Barkham visits a store

daunting task online stores in the UK (or "fulfillment centers") and sees the total flow in the spending spree of the season

the cave of Santa Claus for a modern age, a huge Amazon store, near Milton Keynes is well equipped, but spark is the second level. Stored in the metal shelves in the warehouse is 500,000 square feet of all kinds of gifts: Zumba Fitness Wii George Foreman grill machines, Call of Duty: Modern Warfare 3, Shredder Aurora, the Yearbook of the Science Fiction and course , blocks of flats, Amazon Kindle e-book sells the product ever, was a sales success last Christmas and will again this Christmas. Stripped of the street stuff - the shop lights off, music, screens Nice - But the wide range of goods hoarded in preparation for the holiday spending spree is more like your belongings when you move from Home : mix in boxes and as valuable as a pile of sticks.

that of a growing number of stores Amazon - especially in Europe was launched in Scotland last month - the "processing center" in Marston Gate is deceptively calm, a dangerous sign that the operation works correctly . It is just down the conveyor containers plots reveals the extent to which Amazon sells. Thud. Coup. Beat. Orders are shipped from the large building 24 / 7. At its busiest day year Last December 06, known as "Cyber ??Monday", Amazon received 2.3 million orders. The high cost of the street may be moribund, but Amazon last week should be busier than ever. He published its second "Christmas week" in the UK - in essence, a pre-Christmas sale

dotcom

The bookseller launched by Jeff Bezos in his garage in Seattle in 1994, is quietly taking over the world, and transform the way we eat. Of the 17 new stores around the world to open two stores 950 000 square meters in Germany. In Britain, a store of 700,000 square feet opened in Rugeley, Staffordshire, this fall 1000 new jobs created at the central office in Slough and another store will open next year near the place is aptly named Mammoth. The most spectacular of all, the new Amazon 1m square feet of warehouse in Dunfermline was opened by Alex Salmond, last month, creating 750 new permanent jobs and up to 1,500 temporary jobs. Salmond also opened its new center for customer service in Edinburgh, which will create 900 jobs in five years. This "leader in the online world of retail," as Salmond, receives applause from the taxpayer £ 6.3m is available to the store in Dunfermline Scottish Enterprise grants, while three Scottish schools are attended by Amazon £ 4 , 3 million of grants and training grants from Scottish Enterprise, which is funded by the Scottish Government.

Amazon

huge expansion program - in products such as tablets Kindle a fire, which analysts expect sales to clock five million dollars in two months, and warehouses - is costly. The general benefits fell in the second and third quarters of this year compared to 2010, because of all these investments. Significantly, however, in the third quarter revenues increased 44% to $ 10.88bn (£ 6.9 billion) after rising in the second quarter on revenue of 51% growth rate the highest in a decade. To grow faster when the big one is astonishing achievement. In comparison, sales of Asda prosperous second quarter rose a meager 0.5% this year.

Marston Gate The curved roof is visible from the M1 motorway. The lobby has a low-cost American label - "rest rooms" are on the left - and there is a nod to the literary origins of the Amazon with conferences on behalf of Keats and Chaucer. Arturo Valdez, a passionate American who is the director of operations in the UK Amazon, guides us through the store. "The flow of yellow bags in the tower of choice for storing," he explains. This language impenetrable cache a simple process: the equipment is delivered, unpacked, set aside, picked up, review and sent to clients. The complexity comes in gigantic - and speed -. In this operation

staff dressed in shirts and clothing to unpack incoming goods in yellow "bins" (plastic boxes of the type you can use to store all your purchases in the attic Amazon undesirable) for a line of 52 stations that are in a supermarket. Other employees to "reject" products on the shelves, according to the instructions of the equipment from Amazon, which were randomly assigned free slots. Basically, in addition to selling items collected in large piles in the hallway, J (Kindle and grilling machines - no books, so I can see) no more than six of any product is stored in the same place. The goods are deliberately placed next to different things in order to minimize the risk of "collectors" the wrong choice of subject - I really can not confuse the unbearable lightness of being a trail of Russell Hobbs iron, even at the end of quarter who have walked eight hours to about 15 miles.

collectors can sign up daily mileage walking around the store filling their tanks with orange customer orders. Its handheld scanners tell you the quickest route to what they need. Items collected are transmitted to the Packers with white cotton gloves, which gives them a prim. They tend to be the last "temporary members" because their job is to learn faster. Each employee of a warehouse, an "associated class" begins as a temperature before trying to move to a permanent position.

Packers

stick a barcode on their land done, which is read by a machine that prints the address label on each package. Finally, as he is drawn into the container giant postcard (cities have their own bin, with hundreds of packages of the game, for example, Marston Worcester Bournemouth or is every day), the package is weighed by a machine. This is the "quality control" last before leaving the building. If the package weighs not match the weight of the order, the package is removed and checked again.

All Valdez explained that the process of the warehouse are "simplified ... to help keep the short learning curve of our temporary workforce, which is very important for us in the high season. "What about theft?" We have people who try to control it "said Valdez. What catches the alarming "system" - each item is scanned and saved on computers at every stage - who knows what it touches. But people still things Nick? "What happens, as elsewhere, but a very good job of internal controls of goods and the protection of our partners with the team of loss prevention," said Valdez. Some random files are scanned and the employee in the warehouse, all the "perfectly normal for a store operation", as shown Valdez.

Internet bubble of the late 90's created a new generation of companies that seemed to herald a more inclusive form of capitalism with its employees, dressed casually and progressive slogans. Now, the winners, from Google to Apple to Amazon, each eye as ruthless and monopolistic as traditional societies. In the lobby of Marston Gate is a stand with brochures on local attractions, including nuclear bunker Kelvedon Hatch. There is something secret bunker in the Amazon. We will not publish e-book sales and only revealed it has sold more electronic books bound books in the UK this year. He never published Kindle sales figures except to say that it has sold "millions". Do you need to be so secret? "I think every company has its own approach. Ours is that we have shared this information very selective," says Chris North, managing director of Amazon UK.

During my two-hour trip, I am not allowed to question the warehouse workers. Apparently, slowing their "process" as well. A blue plaque at the entrance of the door Marston proclaims: "The property - if you want employees to think and work as owners, must be the owners." In the U.S., Amazon recently said that the installation of air conditioning in some of its stores on the East Coast after the temperature reached 102 ° F (39C) in a collapse of this summer and some workers. The previous winter, employees need treatment for exposure to cold after being evacuated during fire alarms. In the UK, an unflattering portrait of warehouse work was painted by an investigation by the Sunday Times three years ago, under which quotas were established staff picking and packing of a director described as "ridiculous" and were punished for taking sick leave. None of this was illegal, and when I caught several "levels associated" in the area for smokers outside are very satisfied with their jobs. "It's a good place to work. I was there for four years so you should be fine, "said one of the employees in the smoking area. "The staff is close, but ..." shrugs. It's a good job, so the store is running, he said. "There are many people who have always wanted to go in [to work for Amazon], and it was occupied and better than in other places," said another local man who worked nearby.
impact on purchases from Amazon in the UK can be profound, but his philosophy seems to be simply to eliminate errors and give things to people as quickly as possible. Having started as a bookseller, what is your goal now? "To be the place where people can come and find all the products they want to buy online," said Valdez, simply. North sounds uncomfortable when asked exactly what Amazon is these days. " It looks like a very philosophical, "he said. "I guess the answer is different if you wonder about different companies in different segments of the Amazon and Amazon customers. We are fundamentally in several different companies."


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