DEATH OF PUREPLAY RETAIL
INTELLIGENCE REPORT DEATH OF PUREPLAY RETAIL FLASH OF GENIUS
Popup Shop Contest Drives Online Traffic Frank & Oak After opening six stores throughout Canada in 2014, evolved retailer Frank and Oak expanded its brick-and- mortar presence to the United States. In March 2015, the retailer announced its Collective Impact campaign, which asked U.S. customers to vote for the location of six new Frank and Oak stores. Consumers voted by purchasing a Frank and Oak gift card, and the first six cities to reach a pre-set voting target were promised a 12-18 month-long popup, with the possibility of a permanent store. While the campaign lasted just two weeks, it generated significant brand buzz for the menswear retailer. More consumers visited the Frank and Oak site in March and April than any other period over the previous two years, and the retailer also saw a spike in organic search volume.
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1. Frank and Oak asked customers to vote for the next location of its stores, promising long-term popup shops in six winning cities.
Death of Pureplay Retail: Frank & Oak Website Traffic Unique Monthly Visitors June 2014—September 2015
400K
300K
200K
Unique Monthly Visitors
100K
Frank & Oak Popup Contest
0
Jun. 2014
Aug. 2014
Oct. 2014
Dec. 2014
Feb. 2015
Apr. 2015
Jun. 2015
Aug. 2015
Oct. 2015
Source: Compete.
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January 12, 2016
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