2018 will be the year of the popup for the luxury consignor The RealReal. 2018 was dubbed “the year of the pop-up” by the company’s director of marketing, Allison Sommer. The pop-ups will be an investment to The RealREal’s in-store experience.
Sommers says that The RealReal online brand is seen as more legit with the street level presence the stores provide. She stated this at the FutureStores conference in Miami on Tuesday where she spoke.
The RealReal opened a brick-and-mortar location in SoHo in late November. This opening was off of the back of a pop-up in 2016 that bought the company over $2 million in sales. The pop-up was held in New York City. The retailer will be testing out new markets for their pop-ups through out the year. This will be a test to see if other markets will bring in the same or possibly even better success than the New York City pop-up. The six times average order value that online sales bring. Customers become loyal customers after experiencing the physical value and cool features of The RealReal brand.
In November, The RealReal began a two month pop-up in San Francisco. The new market of San Francisco helped to build awareness in a new market. The awareness stays on the minds of new customers, long after the pop-up is gone. There has been a 500 percent gain in the amount of online buyers from the San Francisco pop-up.
Next week the brand will be opening a pop-up in Las Vegas. The Las Vegas pop-up is in hopes of the brand experiencing the same success that was achieved in Las Angeles. The Las Vegas is only the first of many planned pop-ups to come throughout the next year. Sommers says that it’s even more exciting for those that are not engulfed in the Soho-style shopping options to attend these pop-ups.
Sommers believes that consumers are looking for more than just clothing, jewelry and decor for the home. They are also longing for an experience. This longing makes a certain level of detail to the pop-ups The RealReal holds.
Find out more about The RealReal: https://techcrunch.com/2017/06/06/the-realreal-ropes-in-50-million-in-new-funding/