As the 2019 Shopping Season comes to a close, the Publicis Media Commerce practice team spent some time visiting holiday retail pop-ups in the NYC area.  A retail “experience” is the name of the game this year, whether it be a heavily branded space with the latest products and capabilities or a lightly branded experience that ladders up to the beliefs underlying the company ethos.  Join the Commerce practice team in some hot takes on a couple of the spaces they visited that went above and beyond the usual holiday shopping.

Tupp SoHo

The first retail store for Tupperware, celebrating 70 years of innovation for the benefit of people and the planet.

Why: Tupperware held an industry-first, branded PR pop-up for the holidays celebrating the original direct-to-influencer brand. This event focused on highlighting their purpose-driven approach and products built for modern, small space living.

Key Learnings:

  • Built just in time for the holiday season consumers can browse and experience the latest from Tupperware
  • Strategically used the popup to introduce a new direct to consumer commercial model that is still inclusive of the quintessential Tupperware party heritage
  • Hands on experience with food demos, recipes and associates highlighting product benefits including sustainability
  • Strong acquisition tactics with Insta-friendly experiences and discount benefits for registering and ordering gifts
  • Innovation and sustainability were key themes throughout the store

Amy Lanzi, EVP/NA Practice Lead, Commerce, Publicis Media

 

Decked & Dazzled

A holiday retail pop-up curated by Refinery29 editors and Amazon Fashion and Home influencers.

Key Learnings:

  • The store is shoppable but carries no inventory. QR codes of items can be scanned to purchase or add to list on Amazon app
  • Items from home, fashion and beauty categories available to window-shop
  • Store experience is nice, open and can touch and try on some items (they have “the Coat” on hand), utilizes the Amazon app for enhanced shopping and content
  • Alexa enabled styling highlights capability of the assistant as well as how much can be done with app.  Can used in-store for styling advice (note: direct feedback is very Amazonian) or at home
  • Several opportunities to take selfies and create content on-site

The Time Shop™

A branded PR pop-up from Chik-Fil-A highlighting the importance of spending time together during the holidays.

Key Learnings:

  • Location-based and possibly interest based targeting: was searching map on mobile for Amazon pop-up and was served location
  • Not heavily branded or heavy-handed but clearly “on brand” and small touches on site to highlight ownership
  • Odd placement: good for PR pick-up, but SoHo is not heavy on QSR and overall smaller footprint of stores in NYC
  • Insta-friendly photos, Boomerangs and Gif creations sent directly to your email (via scannable wristband)
  • Nice respite from the crowds/shopping with snacks, games, stories and photo-ops plus calligraphy “gift of time” to take-away as a holiday gift for attendees

Margaux Logan, VP/Head of Online Marketplaces – Americas, Commerce, Publicis Media