Catering to On-the-go Shoppers with Latest Airport Pop-up Trend
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Retailers are constantly innovating in an attempt to capture the attention of on-the-go shoppers and nowhere is this consumer-prototype more pronounced than in airport terminals. The airport “pop-up shop” trend incorporates the element of surprise into shopping, which seems to be the driving factor for success among brand campaigns taking this approach. “The consumer who participates gets an exciting, spontaneous experience, and the brand benefits from positive word of mouth,” says Maryann Simson in the August issue of APEX Experience.
One brand that has recently stood out from the crowd is L’Oréal’s Essie. The nail polish line has launched ‘self-serve beauty kiosks’ at three airport locations earlier last week. The Essie Color Boutiques have the look of a traditional vending machine but feature digital touchscreens where customers can choose from 48 shades of nail polish and explore an ‘application tutorial’.
To increase visibility and allow customers to track the boutiques, Essie has launched campaign hashtag #essietogo. After a quick browse through Twitter, the reaction is clearly positive and customers are taking note.
#EssietoGo can't wait to try this vending machine for my next trip!! @Essie pic.twitter.com/bOKmiLrVv9
— Kay (@KayDoesLA) July 24, 2014
https://twitter.com/parastephamol/status/486243352434987009
Digging this automated retail idea from L’Oréal #essietogo http://t.co/qfhXcizblh
— Yuliya Mycka (@horbach) July 24, 2014
Keep an eye out for the kiosks in a terminal near you as Essie plans to open up sixteen more locations come fall.
For more on the pop-up shop trend don’t miss Simson’s article ‘Reinventing Retail’ in this month’s Marketing Issue, p.51.