Augmented Reality in an Empty Store

Clever idea.   Makes some strong assumptions about how many people are outfitted for AR.

Lego brings AR to an empty store   by Tom Ryan in Retailwire

On February 13, for London Fashion Week, Lego opened a “virtually” empty pop-up store for one day to sell a limited-edition apparel range that could only be bought through Snapchat.

The only thing in “The Missing Piece” pop-up in London’s Soho district was a Snapcode, a QR code for Snapchat, displayed on a plinth. Scanning the Snapcode transported the shopper via their smartphone screens into an augmented-reality (AR) fashion boutique.

Visitors were then able to explore the AR space that featured a DJ booth, arcade machines and bouncer, all made of Legos. Lego mannequins showcased the streetwear range that could be bought online through an integrated “Shop Now” feature on Snapchat.  ... "

Macy's Promotes Pop-Ups in Markets

I cover the local chain Macy's retail Innovations, they have been quite innovative.  Will Pop-up stores work in a brick store environment?   Jungle Jim's does this, but it seems not to great success.   Likely to do specifically with product, design and other contexts.  Refreshing also key.  Below further expert comment.

Macy’s launches in-store pop-up concept for brands  by George Anderson

"Potentially [the pop-up brand being the seller of record] makes it easier for Macy’s to bring in more interesting, emerging products."  ... Jason Goldberg   SVP of Commerce and Content Practice, SapientRazorfish

Macy’s has launched a new pop-up concept that allows brands and other companies to sell their products and services on the ground floor of the retailer’s stores.

The Market @ Macy’s is being pitched as a turnkey operational solution enabling companies to gain additional exposure to the department store’s customers without a long-term commitment. Those filling pop-up locations pay a fee to Macy’s for the space while keeping all the sales revenue. Space is rented with a one-month minimum requirement and rates are based on location. .... " 

Pop-up Stores to Tell CPG Brand Stories

Was involved in several such efforts, in CPG, but not food.   Brands were new.  The approaches were first mocked up in laboratory settings.  Did not see specific financial outcome estimates.  More discussion at the link

Why is big food turning to pop-up stores to tell brand stories?  by Dale Buss in Retailwire
"A pop-up store allows the brand to shine and promote its best qualities without the competition breathing down its neck."   Zel Bianco, President, founder and CEO Interactive Edge

Through a special arrangement, presented here for discussion is a summary of a current article from the monthly e-zine, CPGmatters. ... 

Kellogg, Pure Leaf and Chobani are among a number of CPG companies that have been sprouting “pop-up” stores that tell their brand stories. As well as fashioning “stores within a store” in larger retailers, CPG brands are putting these pop-ups into semi-permanent locations on street fronts in New York City and other heavily populated locales.  ... "