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Catch Of The Day opens pop-up shop

Flash sale site Catch Of The Day is opening its first-ever pop-up store at Melbourne’s Southern Cross Station ahead of Christmas.

The ‘ Catchmas Pop-up Shop’ will bring discounted premium brands offline from 3-9 December, with the aim of engaging current customers and introducing the brand to new ones.

“It’s part of our marketing mix and our way to have more touch points with our customers,” Catch Of The Day’s CEO Nati Harpaz said.

“We advertise online, in print and TV. This is another way to showcase our offering and our unique position in the market.

“As much as we would like to think that everyone knows about us we are always surprised about how many people have never heard about it,” he said.

In an effort to attract new customers, Catch Of The Day will promote the pop-up not only through its own media platforms, but also with posters around the city.

“The idea is not to distract our existing customers from buying online with us. We are trying to get new customers, so it’s all about using mediums which our current audience is not listening to,” Harpaz said.

As more online retailers experiment with temporary bricks and mortar storefronts, Harpaz says it’s important to think of the short-lived shops as long-term investments.

“The ROI on such investments have to be measured over a lifetime value for the customers and whilst it is a significant investment I believe we will get a good ROI from it,” he said.

The pop-up store will showcase 50 hot products that are easy for people to carry with them to and from work, including Jimmy Choo perfumes, Michael Kors leather tote bags and fun pink flamingo floating pool toys.

The ‘ Catchmas Pop-up Shop’  is geared towards families with opportunities for kids to take a photo with Santa and share what’s on their gift wish list. Shoppers can also ‘Spin to Win’, where the Catch Of The Day crew will be giving away prizes valued up to $500.

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