EBay’s Adventures in Brick and Mortar – Businessweek
Amazon.com (AMZN), Gilt Groupe, and other online retailers are blitzing consumers with early promotions this holiday season in the hope that shoppers will stay glued to their personal computers or smartphones and out of department stores and boutiques. EBay (EBAY) is taking a different tack: It will open a pop-up store in London to catch consumers while they’re out on the streets—and get them to shop online.
The shop on Dean Street in London’s West End will be opened from Dec. 1 to Dec. 5. Products will be displayed with so-called QR as in quick response codes, souped up versions of the familiar bar code, that can be embedded with a URL address, data, or text. When scanned by smartphones, these codes will take a customer to the payments section of the EBay site.
At two other pop-up stores in New York and San Francisco, EBay is setting up Give-A-Toy storefronts in a partnership with the charity Marine Toys for Tots Foundation. Consumers can purchase and donate toys by scanning a product code displayed on a screen with their digital devices. There will be cafés set up alongside these temporary storefronts with food trucks and free Wi-Fi. Visitors can take a seat and shop on their mobile phones. Passersby will be handed a gift guide with popular holiday items—Apple (AAPL) iPhones, Call of Duty, Wüsthof knives—with QR codes that direct users to the mobile EBay holiday website to browse. “We want to be present during those moments when that inspiration hits consumers, when they see the product that they want, and they want to get it then and there,” says Richelle Parham, chief marketing officer for North America at EBay, the world’s biggest online auction site. Future pop-up stores are in the works, a company spokesperson says.
Strange Random Retail Quote:
“Good, engaging creative has one core feature: stickiness. Stickiness is the quality of something which catches our eye and makes us stop; something original, intriguing and enjoyable; something that pushes the attention button in our brain and makes us investigate further.” – Jimmy Maymann
- Amazon, EBay Pop Up on Retail’s Turf to Grab Holiday Sales: Tech (businessweek.com)
- eBay to Launch Temporary Bricks-and-Mortar Store in London for Christmas (thenextweb.com)
- ebay Christmas Boutique: Trading bar codes for QR codes (latestgadgets.co.uk)
- eBay buys Hunch for 11th purchase in 2011 (zdnet.com)
- Black Friday Online-Sales Growth Lags, Year on Year (ibtimes.com)
- eBay: Wedbush Upgrades; Sees Mobile Payments Play (forbes.com)
- eBay Launches Virtual Outlet Mall So That You Don’t Have to Go to the Outlet Mall (inquisitr.com)