• Share on Google+

The business rationale for opening fan-stores in social media is smart, simple and compelling.

Advocacy activation.

Fan advocacy boosts launch sales, but up to 50% of fans don’t actually advocate (they would recommend but they don’t  because they’re not prompted to do so).  As Emanuel Rosen, author the Anatomy of Buzz (still the best book on word of mouth to date), concluded, to activate fan advocacy you need to get your new product into fans’ hands first (get-it-first exclusivity activates advocacy).  Pop-up (temporary) fan-stores in social media are a quick and easy way to activate fan-advocacy and boost launch sales. Think of it as product placement in real life.  Or as Google put it think of it as creating ‘Zero moments of truth‘ – fan advocacy that drives purchase.

Getting new products into fans’ hands first is the speciality of Adidas, through its ‘pop-up retail’ strategy.  At the launch of new products, Adidas will open up temporary stores for anything from a few days up to a month – often at unpublicised locations, announcing whereabouts to fans and influencers via social networking sites.  For example, Adidas recently opened 6 pop-up fan-stores in secret locations in Germany, Austria and Switzerland to give get-it-first fan access to its ‘Ransom’ and ‘Blue’ collections. For the launch of skating gear, the pop-up retail solution from Adidas includes a converted bus, lorry and camper van that appears in fan-notified locations offering that get-it-first fan experience (see images below).  And for the launch of Stella McCartney designed Team GB 2012 Olympic gear, Adidas took over a store for 4 weeks in London’s Westfield mall.

In sum, Adidas are the pop-up meisters of fast retail, and we think social commerce has a much to learn from this bricks-and-mortar fan commerce. Why? Because, in the spirit of pop-up fast-retail, Adidas pop-up stores are quick and easy to set up – installed and stocked within a day – using shelves are made from light steel tubes, with shoes hanging out on display, and simple seating featuring the Adidas logo. Lighting and floor layout are predesigned for instant installation, allowing Adidas to immediately make sales without messing around with store-design divas. They’re temporary, and sell only a limited range of new gear – for fans.  In other words,  there are four features of the pop-up retail strategy that we think could usefully guide social commerce;

  • For fans and influencers rather than mainstream customers
  • Temporary stores to support a launch or event
  • Sell a limited range of merchandise
  • Quick, easy and inexpensive to set up, and then shut down

If this looks like a social commerce solution for you – Canadian retailer Roots does – then the new premium version of social media fan-store software from Payvment may be ideal for  quick and easy deployment of pop-up fan stores in social media, whilst enterprise social commerce solutions 8thBridge, Milyoni, Moontoast, ShopIgniterZibaba, DotBox and others all have teams at the ready to provide you with a turnkey pop-up social commerce solution.

So take a look at Adidas pop-up retail (images below) and ask yourself, if we did this in social media, what would it look like?

And if you want more, see the videos (below), check out these blogs (here, hereherehere and here), and this short article on how the pop-up trend is driving retail innovation.  If pop-up retail is good for Kanye and Jay-Z could it be good for you too?

Pop-up Retail + Social Commerce = Big Opportunity

 

 

  • Reply
    Author
    ソーシャルメディア×期間限定ゲリラショップでインフルエンサーを獲得するアディダスのO2Oプロモーション | 世界でWAO!を巻き起こすサービスを生み出すまでの道のり

    […] (参照:Adidas Pop-Up Retail Strategy: What Social Commerce Can Learn) […]

  • Reply
    Author
    Britain’s Olympic footballers set to stay in Athletes’ Village | Latest World Football News

    […] #split {}#single {}#splitalign {margin-left: auto; margin-right: auto;}#singlealign {margin-left: auto; margin-right: auto;}.linkboxtext {line-height: 1.4em;}.linkboxcontainer {padding: 7px 7px 7px 7px;background-color:#eeeeee;border-color:#000000;border-width:0px; border-style:solid;}.linkboxdisplay {padding: 7px 7px 7px 7px;}.linkboxdisplay td {text-align: center;}.linkboxdisplay a:link {text-decoration: none;}.linkboxdisplay a:hover {text-decoration: underline;} function opensingledropdown() { document.getElementById('singletablelinks').style.display = ''; document.getElementById('singlemouse').style.display = 'none'; } function closesingledropdown() { document.getElementById('singletablelinks').style.display = 'none'; document.getElementById('singlemouse').style.display = ''; } Go to London for Olympic Games 2012Cricket BuzzSportsday LiveManchester City Owner Closes WalletEnglish Horse Racing Betting Rules1 – A.J. Green 2011 – etoppsGreat football moviesClaims of 2012 boxing medal fixUK riots: Could disorder erupt again and threaten the Olympics? [Guardian]Adidas Pop-Up Retail Strategy: What Social Commerce Can Learn […]

  • Reply
    Author
    Magners Cider Launches Pop-Up Fan Store in Facebook (Screenshots) | Social Commerce Today

    […] with offline pop-up fan stores – such as from Adidas – the goal of Facebook fan-stores is to drive trial of new products among fans, and to drive […]

  • Reply
    Author
    Magners Cider Launches Pop-Up Fan Store in Facebook (Screenshots) | Daily Deal M Blog

    […] with offline pop-up fan stores – such as from Adidas – the goal of Facebook fan-stores is to drive trial of new products among fans, and to drive fan […]

  • Reply
    Author
    ソーシャルメディア×期間限定ゲリラショップでインフルエンサーを獲得するアディダスのO2Oプロモーション | Think Big Think Difference!

    […] (参照:Adidas Pop-Up Retail Strategy: What Social Commerce Can Learn) […]

  • Reply
    Author
    Tesco Spooky Halloween Pop-Up Shop in Facebook [Screenshots] | Social Commerce Today

    […] we’ve argued before, Facebook is an ideal channel for doing this kind of online pop-up retail – word of […]

  • Reply
    Author
    Quora

    Why is e-commerce such a hot area in venture capital now?…

    I kind of over did it on this one, but it’s stuff I think and get excited about, participate in, and write about every day … so here we go… Below I outline the following: Part 1. : The last 10 years of eCommerce Investment * VC market criteria * Q…

  • Reply
    Author
    The neighbUrhood Daily – neighbUrhood

    […] – Adidas Pop-Up Retail Strategy: What Social Commerce Can Learn […]

  • Reply
    Author
    コラム | メンバーズ» ブログアーカイブ » [Facebookインテグレーション・エクスプレス]欧米で流行、ポップアップファンストアでファンのロイヤリティーを高め、新商品の販売を促進

    […] http://socialcommercetoday.com/adidas-pop-up-retail-strategy-what-social-commerce-can-learn/ カテゴリー: Facebook Integration Express | 2011年9月27日 | View Comments […]

  • Reply
    Author
    Landing Pages – the unforgiveable sin « Writing by James

    […] mobile devices can be used effectively to serve local offers and generate customer loyalty. Adidas successfully used geolocation to support six popup stores in Austria, Germany and […]

  • Reply
    Author
    Social Commerce by Definition, a Cupcake or a Bouncing Ball? | Social Commerce Today

    […] Adidas – Its goal was to get products in the hands of fans first (exclusivity) in order to breed advocacy. […]

  • Reply
    Author
    Введение в социальную коммерцию. Часть 1: Что такое социальная коммерция? Многообразие взглядов. | Socialmart

    […] Adidas — цель состояла в том, чтобы поклонники первыми получили новый продукт (эксклюзивность) и инициировали общение вокруг него. […]

  • Reply
    Author
    Введение в социальную коммерцию. Часть 1: Что такое социальная коммерция? Многообразие взглядов

    […] Adidas — цель состояла в том, чтобы поклонники первыми получили новый продукт (эксклюзивность) и инициировали общение вокруг него. […]

  • Reply
    Author
    R.E.A.D.Y for Popup Shops? | Social Commerce Today

    […] buzz around new products or events, and that are quick and easy to set up.  In the real world, Adidas is something of the king of pop-up retail.  And in social media, Burberry is emerging as the best practise player in the pop-up […]