Social Commerce

Tesco Spooky Halloween Pop-Up Shop in Facebook [Screenshots]

So retail giant Tesco has opened a new pop-up Facebook store for Halloween, not dissimilar to this season’s pop-up Facebook Halloween store from Target.  There’s no call-a-friend polling feature allowing users to poll friends about which costume to wear, but the Zibaba-powered Spooky Halloween Shop on offers Tesco fans a VIP 20% discount on their ghoul-gear.

So we’re beginning to see a bit of a pattern here – the use of Facebook as a platform for online pop-up retail – temporary stores offering Facebook fans VIP pricing or fan-first access to promote a retail event, and well as product-launches and marketing campaigns.

As we’ve argued before, Facebook is an ideal channel for doing this kind of online pop-up retail – word of mouth-powered, and quick and easy to deploy.  There’s real value – in terms of sale-acceleration – by driving loyalty and advocacy among Facebook fans with fan-first exclusives in a pop-up fan-store.

And Tesco has taken the quick and easy route to pop-up retail in Facebook with its Spooky Halloween Pop-Up Shop; it’s simply a simple storefront with a VIP fan-code for discounts linked through to Tesco’s main e-commerce site.

What’s good about the Tesco solution is that it embodies the LEAN spirit of pop-up retail. Just as physical pop-up stores require a just single hex-key to set up, all the Tesco pop-up Facebook fan-store requires is a storefront app from an increasing number of providers (ZibabaTabJuicePayvment). No logistics, inventory issues or payment gateways to worry about.  The only thin to note is that these storefront-only pop-up fan-stores can create friction – by obliging fans to leave Facebook to pay.  Imagine if pop-up retail kings Adidas allowed you to see new gear in a temporary pop-store in some hip area of the city, but then made you track over the main store to pay. Not cool.  The second disadvantage is that pop-up storefront software is typically self-serve, and user-confoguration may not results in an appearance and experience that is as polished as your e-commerce site. Unless you can create a Facebook pop-up fan-store that looks as good as that from Gilt, we’d recommend trying again.

But do it right, and a Tesco-type approach to pop-up retail in Facebook is a simple, highly cost-effective and smart solution.

 

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.

7 Comments Add New Comment

  1. Paul, thanks for sharing this example. I still wonder, no matter how attractive a storefront looks, does anyone see it if it is a Tab (or App) store? How much effort and money will it cost to drive visitors to it? Wouldn’t a newsfeed store make more sense?

    1. Hi Jeff, I quite agree, it’s the viral aspect of the newsfeed store that is attractive – but I’m not sure it makes the tab/app store redundant. I think the tab/app fan-store can be likened to pop-up shops for fans; quick and easy to deploy and run. Think we need both. Your thoughts?

  2. Pop up retail in Facebook is creating ripples all around. It’s one of the most creative and cost effective ways to promote a business. Now, doing your business this way on Facebook can really boost more visitors and sales within a short span of time. I think that’s what all you need. Your Facebook Fan page may really go viral if promoted in right ways. Thanks for sharing.

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