Etsy & West Elm prove a perfect marriage as pop-up targets a slice of the wedding cake
Pop-up spaces are an increasingly potent retailer strategy – their in-store impact and ‘get there quick or miss out!’ nature generating buzz. Online players have been tapping into this trend by achieving a physical presence that makes a lasting impression. Amazon, eBay and Not On The High Street have had a go and last month Etsy became another to venture offline. Etsy has joined a growing pack of brands looking to grab a piece of the UK wedding market (worth £10 billion each year). Its pop-up at West Elm’s flagship London store invited shoppers to immerse themselves in an inspiring experience that would last for just one weekend. This wasn’t pop-up on a grand scale but it succeeded in both bringing the Etsy proposition to life and driving visitors to lower footfall categories like furniture. Here’s what made it a success…
Tapped into the big desire for personalisation
Personalisation is HUGE in weddings and brides are increasingly putting their trust in the web to deliver their vision of the ultimate, bespoke occasion. Bringing the uniqueness of Etsy’s suppliers to the high street is a bride’s dream as it not only fosters ‘Aladdin’s cave’ excitement but also provides a chance to touch and feel usually online-only items; building the trust that makes it easier to spend
Connected with growing hunger for local, human suppliers
A big part of meeting this thirst for personalisation was the pop-up’s showcasing of unique and ‘human’ suppliers who know the story behind their products and are able to convey their true specialness – all done with a passion that’s hard to replicate online. Shoppers were also encouraged to “think things over” with non-pushy sellers and a helpful guide.
Created a social buzz
Engaging competitions drew visitors into social-media engagement – uploading to Instagram giving shoppers the chance to win an Etsy voucher perfect for those finishing touches! This fanned excitement further and helped ensure talk of the brand still flourished well beyond the store exit.
A brand marriage made in harmony
The stylish yet quirky essence of West Elm was a perfect match for the fun and unique designs from Etsy. With Etsy blending seamlessly into West Elm’s inspiring store space as if it was always meant to belong – without the need for big structural changes to the shopfit.