Zalora Group has launched the second edition of the highly successful click-and-mortar concept, providing online patrons a feel of virtual shopping in a physical store.
Zalora Philippines co-founder and chief executive Paulo Campos III says the pop-up store is a concept that would help the migration from the traditional brick-and-mortar stores to a seamless shopping experience via the web.
“In line with our goal to educate more Filipinos about online shopping, Zalora is introducing our second pop-up click and mortar store in BGC, a major part of our omni-channel approach to build confidence in a new way of shopping and in a young brand like Zalora. Last year’s pop-up store allowed us to get many traditional customers to try online shopping, and eventually become loyal Zalora customers. We are excited to do the same this year, with an even bigger, better pop-up store,” says Campos.
The pop-up concept is a platform that combines tangible shopping riding on the practicality of e-commerce. The concept is also a venue for the top online shop to increase clientele base and gain more loyal shoppers. To date, up to 2 million signed up for Zalora Newsletter on its website.
Located at the lower ground floor of C2 at Bonifacio High Street Central in Taguig City, Zalora Pop-Up 2016 opened last week and will run well into the holidays until the early weeks of January 2017.
The second edition highlights the flagship launch of in-house brands Zalora, Something Borrowed and 24:01.
Campos explains the creative effort and best craftsmanship behind each piece of apparel, a pair of shoes, a unit of accessories or any house brand.
Despite the exciting appeal of the pop-up store, sales coursed through the platform is just a fraction of the sales generated on the net, he says.
“The pop-up store is not revenue generating for us in as much as it is an avenue to promote Zalora as the top online shopping site where good finds are just a click away,” he says.
The pop-up store will also serve as the venue where Zalora’s new collections for the year will be released. It reflects modernity both in its operations and design. The e-commerce store’s flagship is simple, sleek and spacious, enabling shoppers to see everything at a glance.
This year’s pop-up store has a brief runway where customers can walk, glide and sashay while fitting. They can also take photos with the cameras stationed inside the store.
Zalora customized the experience as virtual with relaxing feel. There is a lounge area with TV sets and a play station so that shoppers can hang out while doing some shopping.
Shopping is made easy by choosing the products where customers have the option to use Zalora App to scan for the price and save them in their accounts.
Instead of a cashier, shoppers are faced with several screens and tablets, where they can experience the Zalora online shopping process, from payment to shipment.
Customers walk out of the store bag-free, and with newly acquired knowledge of online shopping which they can continue at home in the future through their desktops or thru the Zalora app.
“We understand the hesitation customers may have towards online shopping before experiencing it for themselves. The pop-up store is really an opportunity for us to introduce fashion e-commerce to a traditional consumer base. They will soon learn how easy and enjoyable it is to shop online with Zalora. Moreover by converting consumers into e-consumers we are contributing to the growth of online shoppers and e-commerce in the country,” says Campos.
The pop-up store appeals to Zalora shoppers, who will enjoy being able to touch and feel the items before purchasing and to curious first-time online shoppers.
For pop-up store 2016, Zalora continues working with MasterCard, Globe and Sony. Partners have come up with sensible promotions for MasterCard cardholders, Globe subscribers and Sony Xperia Lounge members for the duration of the pop-up store.
The Zalora pop-up store is just one of their many efforts to encourage people to try online shopping. Aside from regularly having sale campaigns to provide customers with the best and biggest deals, they also collaborate with designers to host fashion shows and events, where they feature new collections and provide special discounts to customers.