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2080 Inside Retail Weekly

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David Jones launches 'pop-down shop' concept BY DIMITRI SOTIROPOULOS I N S I D E T H I S I S S U E : David Jones unveiled a new pop-up concept space on the lower level of its Elizabeth street store in Sydney's CBD last week. Dubbed the 'pop-down shop' due to its loca- tion on the lower ground floor of the depart- ment store, the pop-up space is a permanent fixture and allows existing vendors and outside brands to showcase products. Online leather boutique, The Daily Edited, is the first store to make use of the space. The brand's pop-up space was designed exclusively by celebrity interior designer and The Block judge, Darren Palmer, and will offer a range of leather goods including wallets, totes and clutch bags. "Pop-up spaces offer both existing retailers and new brands the opportunity to create unique shopping experiences," David Jones chief marketing officer, David Robinson, told Inside Retail Weekly. "Especially for online brands, such as The Daily Edited, pop-up shops provide an invaluable way to engage customers face to face and educate them about their brand and products." Robinson said that the concept space allows brands to test the bricks and mortar format, without the pressure of running their own store. "Another example of this is the Lunar New Year Designer Collections, which we are currently housing in On Seven at the Elizabeth Street Store along with a dumpling bar pop-up, which offers customers access to Chinese designers in celebration of the festival. "For existing brands in our stables, it offers them a chance to promote new products or to be part of a broader campaign; for exam- ple, our recent Beauty Tribe On Tour pop-ups which offered our customers beauty consul- tations, makeovers and the opportunity to buy key products. Last year we also created an offsite pop-up store in Bourke Street Mall to highlight our offering for Spring Racing, including hats, fashion and accessories from existing brands." 11 MAY 2016 MELBOURNE RETAIL CUSTOMER EXCELLENCE AWARDS "Winning awards and displaying them on our site has brought a real tangible return on investment with increase in conversion rates." Tony Nash, CEO Booktopia CREATING TRANSFORMATIVE GROWTH THROUGH CUSTOMER EXCELLENCE information: AWARD CATEGORIES: Customer Centricity Excellence Award Customer Excellence Award Customer Experience Award Channel Customer Experience Award Technology Implementa on Award Loyalty Program Experience Award Personalisa on Excellence Award Customer Excellence Team Award Responsible Impact Excellence Award In store Theatre Experience Award continued on p.2. RRP $14.95 INSIDE RETAIL WEEKLY OPINION: JB Hi-Fi's robust results Contrasts in fortunes for electronics chains. p06 FEATURE: Up in the cloud Mad Mex migrates to the cloud to cater for rapid growth. p14 NEWS: New industry award program Entries now open for Retail Customer Excellence Awards. p02 NEWS: Pandora posts enviable profit Pandora's performance underlines jewellery demand. p03 NEWS: Supermarket booze battle Aldi, Costco push for SA liquor reform. p04 FROM THE SOURCE: Stan Gordon Meet Stan Gordon of Franchised Food Group. p10 Inside news and views on the world of retail since 1972 FEB 17 2016 F O R M O R E R E T A I L N E W S , V I S I T W W W . I N S I D E R E T A I L . C O M . A U I S S U E 2 0 8 0

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