Social Commerce

Now you see it, now you don’t: Chanel’s pop-up f-store is gone in a Flash (Screenshots)

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)

Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

12 Comments Add New Comment

  1. 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. ;-)

  2. 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?


  3. 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 .

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