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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