The brief
JD.com had several objectives for its Joy Space pop-up store campaign in Beijing and Shanghai shopping malls. As well as strengthening its ‘decorating a new life’ brand positioning, the campaign was to attract more offline business by creating an online-to-offline (O2O) shopping experience for household goods consumers.
For starters, the pop-up stores would offer customers an integrated O2O experience. A collection of recommended home product brands available from the JD.com platform would be showcased in an environment that combined interactive and retail store technologies. Design-savvy customers could also pick up the latest trends and tips through diorama product settings and interaction with interior designers and other experts.
Pico’s major project responsibilities included brand extension design, store fabrication and operational management. The team also collaborated with ELLE Decoration on various settings to give the stores an appealing atmosphere.
Creative execution
The design and style of the stores was calculated to stimulate visitors’ senses and inspire them to make purchases. Accordingly, space was divided into living displays and shopping zones. In the former, a series of diorama product settings evoked various aspects of quality living in different areas of the home. A ‘Memphis’ style theme featuring contrasting block stitching and lines was used to define living, bedroom, kitchen and dining areas.
The team assisted JD.com in operating the on-site smart technologies that provided a convenient shopping experience. Notably, the stores were the first to implement the JD.com JPass membership code digital store solution. A step forward in improving the efficiency of offline retail, it uses a member code as the point of contact, and through intelligent technologies such as facial recognition and smart speakers, offers digital member identification and intelligent checkout, as well as attracting online traffic. The system not only enabled customers to enjoy convenient O2O flash shopping, but also boosted offline promotion and distribution for product brands.
Results
The pop-up stores were a success, attracting over 100,000 visitors. Their interactive devices gathered useful offline customer information and performed a multi-dimensional data analysis for the client’s online platform. This enabled the client to develop highly targeted brand information and advertising push messages.
