Online jewelry retailer BaubleBar, founded by Harvard grads Amy Jain and Daniella Yacobovsky, launched its second US pop-up shop in New York’s Soho district in June. The Greene Street shop, which will remain open until August 13, follows the e-tailer’s first shop in New York’s Meatpacking district back in February.
The Soho shop features weekly special events on their website, including happy hours and book signings—all an effort to establish BaubleBar as an exciting destination online and off.
The e-tailer teamed up with digital agencies Gin Lane Media and Perch Interactive to enhance and personalize the customer experience, with the pop-up featuring touchscreens, a bar serving Godiva cocktails, its own App and more to help engage shoppers. Customers are encouraged to take photos and upload them via Olapic, a platform that places user-generated content directly on a brand’s website.[more]
Translating the online space into a retail environment was challenging, according to Jain, the the effort is often richly rewarded. “These are the retail stores of the future: hyper-efficient, digitally enhanced showrooms that serve as physical storefronts for online retail operations,” Mashable points out. So far, BaubleBar’s use of branded editorial content, partnerships with bloggers and social media savvy (especially Pinterest) to drive sales traffic is paying off.
Other brands like Warby Parker, Burberry, and Kate Spade’s Saturday are exploring similar retail concepts based around technology like shoppable windows and enhanced consumer experience. Other brands, such as hip espadrille-maker Soludos, are refitting food trucks to take their wares on wheels around NYC, while other brands roaming America’s highways and byways this summer include illy, which is touting its illy issimo line of coffee beverages to go via a cross-country tour that can be followed on Instagram, Twitter, Flickr and Facebook.
The BaubleBar pop-up shop is just the next step in the brand’s grand plan to build buzz and awareness as an affordable go-to stop for jewelry, continuing Jain and Yacobovsky’s intent to make jewelry more of a main focus instead of an afterthought.
So is “try and buy” proving to be a tried and true tactic for online brands? As Jain shared with Women’s Wear Daily, “Based on data from our Meatpacking pop-up, we found that women touch and feel the product and once they do, they immediately understand the product.”