[Updated] ZALORA Singapore launches first pop-up event over this weekend
Are pop-up stores the new popular? Rocket Internet-backed ZALORA is organising its first pop-up weekend in SingaporeBy Elaine Huang 27 Feb, 2014
This February 27 to March 2, shopaholics in Singapore can look forward to ZALORA‘s first pop-up event in the city-state. Taking over a boutique in Tiong Bahru, the weekend spree will feature apparel and accessories from RiverIsland, EZRA and Something Borrowed.
A pop up store refers to a physical space showcasing goods from the store, which were once exclusively online. These sort of events usually last a few days. A spokesperson from ZALORA told e27 that this is the firm’s second pop-up event regionally. The first was organised in Thailand with EZRA. Unlike its warehouse sales, all items sold at the upcoming event will be at regular prices.
What is noteworthy is the speed ZALORA seems to be moving at; the spokesperson explained that she had met the owner of the boutique at an event last week.
Shoppers visiting the pop-up store will only be able to buy items via ZALORA’s app on an iPad, since the physical store might not be big enough to accommodate a complete inventory. UPDATE: A spokesperson from ZALORA clarified,
“Actually shoppers at the pop-up store will be able to buy items straight there – just that we’re not stocking a complete inventory from our website at the store for obvious space reasons, but we are encouraging shoppers to check out our online store and purchase right there, from the iPads. We are offering 10 percent off any online store purchases made through the iPads at the pop-up.”
These events also give the brands a chance to show a human side, with staff on the side to guide consumers. If done correctly, such events can be a golden opportunity to engage and retain customers.
Here is a sneak preview:
Date: 27 Feb – 2 Mar 2014
Time: 10 AM – 10 PM
Location: Intercontinental, 61 Seng Poh Lane #01-05 (Tiong Bahru)
What do you think about pop-up stores? Let us know in the comments below!