Don’t miss Commerceweek, February 28–29 in NYC, to explore the technology and trends fueling commerce. Get strategic insights from leaders at The New York Times Advertising, Turo, TikTok and more. Register.
The holiday season is just getting started. And Wayfair, the giant ecommerce site, unsurprisingly wants in. However, this year, the Amazon competitor is trying out a bricks and clicks strategy: pop-up shops.
The two pop-up shops—one in New Jersey, the other in Massachusetts—are an opportunity to test and measure all types of KPIs, according to the company’s vp of marketing, Bob Sherwin. Things like brand awareness, brand affinity, in-store sales and if it’s driving more sales geographically are all being studied.