Boden is the latest etailer to open a temporary store on the high street as online retailers seek greater visibility and look to reap the benefits of having multiple sales and marketing channels.
Boden opened its pop-up store in Birmingham’s Bullring on Friday. The fashion retailer, a favourite of David and Samantha Cameron, is the latest etailer to open a temporary store on the high street as online retailers seek greater visibility and look to reap the rewards of having multiple sales and marketing channels.
EBay opened a pop-up in London for five days in the run up to Christmas last year to showcase some of its predicted best sellers and Cheryl Cole-fronted footwear etailer Stylist Pick launched a temporary Westfield store - where an appearance from Chezza guaranteed hordes of teenage fans into store, not to mention column inches for the brand - for five days earlier this year.
However Boden’s store, which is open for four months, differs from the others as it doesn’t smack of marketing stunt. Managing director Julian Granville insists it is a key plank in its customer acquisition strategy.
Granville says there are some people it will never reach operating online so the pop-up store will act as an introduction to the brand for many, showcasing what the product is like and hopefully drive them online when the store closes. Boden will launch more pop-up stores to help build its customer base, according to Granville.
As retailers with a physical presence increasingly look to a multichannel approach to boost sales it is inevitable that online retailers start do the same. In today’s world, customers expect choice, and more than one channel to make their purchases.
So I don’t expect it to be long before other etailers follow in Boden’s well-heeled footsteps.
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