More and more online tech retailers are dabbling in the bricks and mortar space.
It’s ironic given the fact etail giants such as Amazon are a major reason many independent stores are no longer around, but this year Ebuyer – and now Overclockers UK – have highlighted the value of over-the-counter sales and face-to-face interaction with customers.
PCR broke the news that Kingston HyperX was opening a pop-up shop in Soho in late May, and judging from the reaction it seems consumers are excited to see OCUK teaming up with it on the High Street.
Getting the likes of pro League of Legends player Snoopeh and overclocking expert 8Pack on board also generates a buzz, giving visitors a lot to talk about (and share with their friends). Pop-up shops are a clever marketing strategy, plus people love free stuff and giveaways, so this will no doubt drive more HyperX sales online during the week (and the days following its closure).
While it’s only a single pop-up store open for a limited time, it’s not the first time etail has expressed its interest in the retail space. Intel and Amazon have opened their own stores in recent years, while eBay partnered with Argos back in 2013 to allow customers to pick up eBay-purchased goods from their local Argos store.
It will be interesting to see whether Ebuyer or Overclockers actually end up opening any permanent High Street outlets, and what kind of impact this will have on indies and the likes of Dixons Carphone/Maplin.