The Party People are no strangers to the world of omnichannel customer experience, having dabbled with pop-ups in the past. This Halloween, the company is ramping things up with new scan and go tech.
From Wednesday, October, 24 until Sunday, October, 28 The Party People will be operating an exclusive holiday pop-up at Paddy’s Markets in Sydney.
According to the company’s CEO, Dean Salakas, the pop-up is an opportunity for the party e-tailer to test Australia’s level of interest in Halloween.
“Halloween is a busy time of year for us, so we always wanted to trial a pop-up. Trying to balance the cost of operating one and the benefit has always been difficult for us in the past, but this year, we’re ready to see how it goes,” he says.
“We think Halloween has grown enough in Australia to make it worthwhile… We really just want to help people have a fun Halloween.”
The Party People have operated a number of pop-ups in the past, with a second temporary store also running on Saturday, October 27 for Sydney’s Zombie Walk event. From St Patrick’s Day to the Family Show during the Easter break; the company has experienced success running pop-ups that align with specific celebrations. Salakas says this is the first time the company is running a more “generic” traditional shopping experience.
“It’s not the same thing when you have 20 to 30,000 people rocking up for a St Patties day festival, where they’re keen to grab some merchandise. But Halloween is very popular in the US so we thought we would test the Australian market.”
The e-tailer is also using this opportunity to trial new scan and go technology from Tilly. According to Salakas, customers will be able to download the app and scan and pay for products directly from their mobile devices.
The Party People is reportedly using its pop-up to test this technology and learn more about how customers interact with and use the app.
The Party People’s pop-up will be open until Sunday, October 28, and will stock everything from Halloween decorations to makeup and lollies.