• Share on Google+

Pop-up retail has evolved from fad to enduring trend, temporary stores used to support a launch, event or campaign.  And Facebook is a great venue for pop-up retail – low set-up costs, word-of-mouth powered, and a captive audience.

So early April Chanel pre-launched Rouge Coco Shine on Facebook via a pop-up f-store, giving Chanel’s Facebook fans the exclusive chance to be the first to buy one of the 18 shades of the new hydrating sheer lip-shine for $32 before it made its nationwide debut.  This is smart ‘fan-first marketing‘ that gets products into the right hands (fans) at the right time (first) in order to turn fans into active advocates.  Kudos Chanel.

A second smart aspect of the social commerce campaign was that the Chanel pop-up f-store appeared as both a very slick store app on Chanel’s Facebook page and as a ‘wall-store’ in fans’ news-feeds, allowing fans to buy directly from their wall. Apart from convenience, wall stores have the advantage of being shareable across news-feeds – thus taking word of mouth marketing to a new level.  Double-Kudos.

But where Chanel’s pop-up Facebook retail event somewhat fell apart for us was in that Chanel excluded everyone with a mobile Apple device from participating in this buzzworthy, time-limited event.  Why? Because Chanel’s f-store was built with Adobe Flash and the market-leading iPhone, iPad, and iPod Touch do not support this ‘pretty but silly’ ‘legacy’ technology (for a number (6) of reasons).  With an increasing and soon to be majority of online access coming from mobile devices, excluding the market leader from pop-up Facebook retail is odd (UPDATE as Brian from Fluid points out in the comments below, current Facebook restrictions mean the wall-store has to be in Flash right now – but not for the tab store).

Flash is pretty, and indeed the Chanel f-store was one of the prettiest we’ve seen, no doubt seducing the owner of the budget it came from.

But was this social commerce campaign a case of form over function?

Sweet, I can buy from the wall…

Not so sweet, it’s Flash…

…Or at least they make you really work for it, if you want it – back to the laptop

For those than can use the f-store, it’s a gold-standard experience (note the VeriSign symbol)

  • Reply
    Author
    David Fishman

    People don’t want to be sold something on FB. Don’t blame Flash for Chanel’s woes.

    df

  • Reply
    Author
    Brian

    Facebook won’t allow one to place interactive content on the wall unless it’s Flash-based. So, not much they can do there.

    The fan page tab is another story. I’ve heard Fluid targets to both. ;-)

    • Reply
      Author
      Paul Marsden

      Thanks Brian for the clarification – post updated…

  • Reply
    Author
    Nurun Lab » social commerce, f-commerce are mature. How can we think different ?

    […] luxury brand, Chanel recently created a pop-up store for their lipstick range, although building it in Flashled to […]

  • Reply
    Author
    [F-commerce]101个值得关注的facebook店铺 – 网旮旯里 | 把握最新动态,关注IT前沿

    […] luxury brand, Chanel recently created a pop-up store for their lipstick range, although building it in Flashled to […]

  • Reply
    Author
    [F-commerce]101个值得关注的facebook店铺 – 网旮旯里 | 把握最新动态,关注IT前沿

    […] luxury brand, Chanel recently created a pop-up store for their lipstick range, although building it in Flashled to […]

  • Reply
    Author
    [f-commerce]101个值得关注的facebook店铺 | 优酪网

    […] luxury brand, Chanel recently created a pop-up store for their lipstick range, although building it in Flashled to […]

  • Reply
    Author
    emma

    How much sales these pop up fstores can generate within 2 days?
    Can somebody provide me with some sales numbers from this initiative by Chanel?

    thanks!

  • Reply
    Author
    [f-commerce]101个值得关注的facebook店铺 | 微助力social社会化博客

    […] luxury brand, Chanel recently created a pop-up store for their lipstick range, although building it in Flashled to […]

  • Reply
    Author
    Who says Facebook hasn’t got a place in online shopping? | Jeremy Aragon

    […] luxury brand, Chanel recently created a pop-up store for their lipstick range, although building it in Flashled to […]

  • Reply
    Author
    Oscar de la Renta s’essaie au F-commerce grâce à un widget – Web and Luxe – Blog Luxe Marketing

    […] • by Diana et David • Commentaires ( 0 ) Après Burberry ou encore Chanel c’est autour de la maison Oscar de la Renta de s’essayer au F-commerce. Mais comme ce […]

  • Reply
    Author
    erfed

    if Chanel brand open his launch bar business, it is bound to become one of the world’s most popular bars. But a Korean entrepreneur is very prescient that early make Chanel Business Bar opened in South Korea. The bar is located in the southern outskirts of Seoul recently sued by the Chanel brand court, accusing its use Chanel brand trademark name without permission, the Seoul Central Court for Chanel Online Store Business Bar 8800 dollars in compensation to the Chanel brand .