Meet Zalora’s Popup Store – an O2O Story in Hong Kong

O2O has been such a buzz word that you can apply to the same high school sex metaphor again. 

O2O is like high school sex. Everyone talks about it; few actually did it; for who who did it, they have no idea what they are doing. 

Just fill in the first subject to something new and exciting. You get the idea. 

O2O becomes such a buzz word to a level that even in a local Personal Loan TVC, this very word was used in the ad copy. (Something like we offer you the O2O option. You can apply the loan online and go pick up the money at the branch). The first time I heard that. The first thing popped to my kind was “marketers are you target audience for the ad? So marketers tend to over spend on their credit card and need help?” Or the copywriter was too immersed into the buzz word and thought everyone understand what O2O stands for. (Sorry, completely irrelevant. I’m still yet to find out the answer yet)

O2O (online to offline and offline to online) is to use marketing means to bring online traffic to offline stores and vice versa. (At least, it’s my definition). 

Back to Zalora, Zalora is one of the major vertical fashion online retailers in South East Asia. The popup store is more of a showroom for customers to try on and experience the product/sample firsthand and but online through their app or their website. The products will ship to you. 

The store is located at Windsor House, Causeway Bay. It took us something to find it as we were under the impression that it was more like a roadshow but it was indeed a store.

First glance – 

 
The store is decorated with a post- Morden minimalist industrial style, with open display of products that encourages interaction – picking up, touching it or trying it on.

Wifi is there – thank god. That the most basic need in the new age Marslow’s hierarchy of needs. 

  
What’s so special about it?

There are Samsung tablets (you can shop directly from the app installed on the stanley) and a mac book attached to a bar code scanner (you can be your own shop assistant , scanning the bar code on the price tag yourself) for you ease to shop.  – you get 20% off if you download the app on your android and key in the promo code(not sure if it works on iOS too)

 
 
What’s my favourite part? The QR code on the price tag. Open up the Zalora app (it took about 1-2 minutes to actually load it – Not Cool) and scan the QR code. The item would be automatically added to your cart.

So I tried an item on for the sizing  – yes I’m a size 8 

Scan the QR code 

  
It’s in my shopping cart (or bag)

 
I’m yet to check out though. 

My colleague went back to the store after work. Apparently, it was one of the busiest stores in the mall. 4 of the 5 items were already sold out.  If you have HSBC credit card, you get 28% on selected items. I hope they replenish soon or they are missing out a huge opportunity. (Actually, this is the perfect opportunity for them to acquire customers database  –  leave your contact info, you’ll get a notification with an offer once we restock. Easy as pie).

My take – it’s a good way to get our spoiled Hong Kong shopper to have a taste of online shopping, encourage first time trial, and above all brand awareness building. Sales are a bonus I would say

As a shopper, I’m an advanced online shopper as in I shop everything I wear online; I don’t need further preaching on online shopping. It still felt good to try out the sizing saving me the hassle of returning or exchanging. 

Time to shop 😉   

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