eBay x Kate Spade’s Digital Shop Front, NY
Global e-tail giant eBay and Kate Spade Saturday (the youth-oriented sub-brand of US fashion label Kate Spade) have partnered to launch a series of four pop-up windows in New York – all of which can be shopped 24 hours a day.
Located across downtown Manhattan, the windows feature 30 real products displayed alongside a large touchscreen offering the same products in an e-commerce format. Once a product is selected, the shopper is asked to enter their smartphone number, after which they receive a text with a link to that product online.
For even more convenience, shoppers can schedule a free one-hour delivery to anywhere in the city, and pay via PayPal Here – eBay’s in-person payment service. The card-reading device allows delivery teams to take on-the-spot-payments, meaning customers can pay swiftly on delivery, rather than stand outside the window punching in their payment details.
Beyond highlighting both the growing convergence of digital and bricks-and-mortar retailing, and the way in which many online-only retailers are seeking out physical routes to market (see E-tail Gets a Physical Presence), it also demonstrates shrewd thinking in terms of matching brand credibility with logistical expertise. eBay (which has also just launched a full-price capsule collection in collaboration with Spanish designer Narciso Rodriguez) gets the opportunity to partner with the considerable fashion might of Spade, while Spade enjoys the benefits of eBay’s existing one-hour delivery service and smooth payment network.
For more on bridging the gap between e-commerce and bricks-and-mortar retailing, see Digitising the Department Store. Also look out for our forthcoming industry trend Anywhere Retailing. For more on the Kate Spade Saturday line, see Retailer-Restaurants.