Birchbox is Letting Fans Decide the Location of Its Pop-Up Shops
Katherine Pendrill — July 17, 2015 — Marketing
Popular subscription services Birchbox and Birchbox Man, are teaming up to open up a series of pop-up beauty shops across the country. The company is assembling a road trip across the US and wants its most loyal fans to vote on what cities will be chosen as pit stops. Until July 17th, fans have the opportunity to vote for their city to host its very own Birchbox pop-up shop.
At each of the stops chosen, Birchbox and Birchbox Man will set up a pop-up beauty shop. Customers will then have access to two shipping containers worth of merchandise. The items featured will be geared towards men and women, and will include products for skincare, body, hair, fragrance, makeup and grooming. Beyond shopping, these beauty pop-ups will also feature free grooming and beauty sessions, a 'Build Your Own Birchbox' area and personalized subscription offers.
At each of the stops chosen, Birchbox and Birchbox Man will set up a pop-up beauty shop. Customers will then have access to two shipping containers worth of merchandise. The items featured will be geared towards men and women, and will include products for skincare, body, hair, fragrance, makeup and grooming. Beyond shopping, these beauty pop-ups will also feature free grooming and beauty sessions, a 'Build Your Own Birchbox' area and personalized subscription offers.
Trend Themes
1. Crowdsourced Pop-up Beauty Shops - Crowdsourcing the location of pop-up beauty shops allows for increased customer engagement and a personalized shopping experience.
2. Subscription Service Pop-up Shops - Using the popularity of subscription services to create temporary retail spaces gives customers a chance to interact with the brand outside of their regular subscription.
3. Personalized Beauty Experiences - Offering free grooming and beauty sessions, along with customizable subscription offers, enhances the customer experience and creates a sense of exclusivity.
Industry Implications
1. Beauty and Personal Care - The beauty and personal care industry can leverage crowdsourced pop-up shops to increase brand awareness and engage with customers on a more personal level.
2. Retail - Retailers can explore the concept of pop-up shops to create temporary experiential spaces that drive foot traffic and allow for direct customer interaction.
3. Subscription Services - Subscription service companies can utilize pop-up shops to showcase their products, attract new customers, and provide an opportunity for existing subscribers to engage with their favorite brands in person.
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