Hit or Miss?: Online trader eBay to open pop-up shop in London

Pop-up, pop in EBay, the online shop, announced that it is set to open a pop-up shop as a 'five-day experiment' during December, in London.

This follows similar schemes run by Amazon, House of Fraser and Marks & Spencer to encourage their internet shoppers to visit real shops. However, the eBay shop will have no tills and only a limited selection of products, none of which shoppers can take away with them.

HOW I SEE IT - MANDY SHARP, MANAGING DIRECTOR, CITIZEN BRANDO

This is a timely story and a nice PR stunt that has grabbed a decent bit of coverage for eBay. The high street will always be synonymous with Christmas shopping, so it is a good idea for an online shop to capitalise on that in the run-up to Christmas.

But the idea doesn't really work because the concept is not particularly innovative - Amazon and House of Fraser are two brands that have been there, done that. It is not a wide enough trial either, as few of eBay's customer base are going to benefit from one pop-up shop.

EBay is putting technology before customers. People go into shops to touch things, interact with staff and take their goods home.

The story has delivered a quick hit of coverage for eBay, but it does not do much for deeper brand engagement, which is the most important long-term goal of any campaign - MISS.

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