Tuesday, December 15, 2009

Christmas With A Pop

It’s hardly a new phenomenon for retail, but it is perhaps one of the best contemporary takes on activated space.

We are of course referring to the 'pop up' or guerrilla store and its many very successful incantations around the world in recent years 'popping up' temporarily to occupy a space to present a brand and then disappearing. In the lead up to Christmas here are some businesses using the concept to drum up sales this silly season.

What: Baker D Chirico
Where: 24 Crossley St, Melbourne
When: From Nov 24th until Christmas Eve, Mon-Sat: 10am-7pm
Retailing: baked goodies ranging from panettone to nougat to lavender macaroons
Point of difference: The crazy cosmic bakery wallpaper

What: Ferrero Rocher Wrapping Store
Where: 461 Oxford St, Paddington (Sydney)
When: 7 days until 8pm December 24th
Retailing: A huge range of Ferrero Rocher pralines
Point of difference: Shoppers can have three gifts wrapped for every limited edition gold Ferrero Rocher gift box purchased.


What: Target Gift Box
Where: Martin Place (Sydney) and St Kilda Beach (Melbourne)
When: 2 days in each city in November / December
Retailing: Christmas gift items
Point of difference: Coincided with the national launch of the 2009 UnitingCare Christmas Appeal. All profits from sales at Pop Up donated to the appeal. Celebrity appearances


What: Ebay
Where: 8 cities in US including NY, Chicago, D.C., Philly, Atlanta, LA and San Jose
When: November through mid December
Retailing: The store is broken into six “personalities” – Stylista, Fashionista, Techie, Urbanite, Gamer and Youngster and shoppers have the opportunity to view 400 featured products from the thousands of items available from Ebay.
Point of difference: Rather than pulling out their wallets, customers purchase items via touchscreen terminals or bid on other auction items after getting advice on gift options from the personal shoppers or eBay’s 'trend and culture experts'

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