Wal-Mart Opts for Pop-up Stores to Promote Its Online Portal

December 20th, 2011 by Trefis Team
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Wal-Mart (NYSE:WMT) has opened two pop-up stores in California to promote its Walmart.com brand. These stores are a temporary arrangement and are open for several weeks to help boost sales during the holiday season, and they help retailers have easy presence in areas where they don’t have a store. Wal-Mart’s pop-up stores would remain open until the end of the year, and the retailer intends to sell toys and consumer electronics at these stores. Like Wal-Mart, eBay (NASDAQ:EBAY) has also opened pop-up locations in New York, San Francisco and London. [1] Wal-Mart competes with other big retailers like Target (NYSE:TGT), Costco (NASDAQ:COST) and Best Buy (NYSE:BBY).

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Promoting Walmart.com through Pop-Up Stores

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In addition to ensuring quick and easy access to customers, the pop-up stores help Wal-Mart reach its targeted customers by promoting its online site, Walmart.com. Since it’s a holiday season, customer traffic is expected to be heavy, and these stores will provide more exposure to Wal-Mart’s online channel and will also give a boost to its number of online shoppers.

Presently, online sales constitute a small proportion of Wal-Mart’s overall revenues, and the firm is striving to increase the share in the coming years. Wal-Mart has been trying to build its online presence on several social mediums including Facebook since past several months. It also acquired Kosmix, a social media company, this year.

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Notes:
  1. E-Retailers Pop Up Outside Cyber Space, The Street [↩]