Goal: As a way to test brick and mortar retail, The RealReal hired The Lion’esque Group in 2016 to assist in the launch of a two-week holiday store in NYC. Following the overwhelming success and customer response, TLG continued its relationship with The RealReal with subsequent pop-up activations in San Francisco (2017) and Las Vegas (2018). Objectives were:
- Increase brand awareness
- Generate sales
- Test the viability of a permanent physical retail store
Lionesque: TLG assisted in location sourcing, design consultation services for optimal store layout, customer flow, and production management services of build-out & operational planning. Deliverables included:
- Location sourcing
- 2D layouts
- Operational planning, including staffing
- FF&E / vendor sourcing & procurement
- Construction administration and management
Results: The NYC pop-up saw incredibly positive results, averaging over 1,000 visitors per day and posted $2 mil in sales in just 2 weeks. These results gave The RealReal the confidence to push forward on further pop-up expansion efforts in partnership with TLG, and the San Francisco and Las Vegas activations saw similar success.
The validation of how the brand performed in experiential environments was displayed by key measurements, including:
- In-store AOV was 6 times greater than the brand’s online metric
- A 500% yy lift in website traffic in the San Francisco area in the 3 months following the opening of their pop-up, proving the halo effect of a physical presence
CONTINUED POP-UP SUCCESS
After the successful NYC Pop-Up, The Lion’esque Group assisted The RealReal in opening two additional pop-ups.
“Once somebody walks in and gets sucked into the cool features and values of the brand, they become loyalists”
- Since the San Francisco pop-up wrapped, The RealReal has seen a 500% yy increase in the number of online buyers from the
- The average order value in-store is six times that of online orders
“These shops help to build awareness in new markets that lives on when the pop-up is gone.”
Due to demand, the Las Vegas pop-up extended from 2 months to 4 months.