We Threw a Gear Patrol Holiday Pop-up in NYC and This is What We Learned
Back in mid-December, we had the distinct pleasure and challenge of launching a Holiday Pop-up Shop for Gear Patrol in the beautiful storefront of Snow Peak’s retail location in SoHo. We were joined by some amazing brands including NOMOS Glashütte, Teva, Skullcandy, Outerknown, Fulton & Roark and Velocio. It was a rollercoaster with mostly highs and a couple of curveballs, just to make things interesting. We were extremely pleased with the overall effort and outcome but certainly learned a few lessons along the way we think are worth sharing. Here’s a quick list of insights and learnings gained from throwing a week-long event at the peak of holiday happenings in NYC.
We had 101 different SKUs for sale in the Holiday Pop-up, not to mention Snow Peak’s own gear. The least expensive items sold was a pair of warm socks, while the most expensive item sold was a NOMOS Glashütte watch. And nearly 60% of all transactions were single item purchases.
Showcase vs. Shop
We will likely optimize future pop-up experiences to function and feel more like a product gallery or showcase than a straight up shopping experience. This slight repositioning will allow Gear Patrol to function even more like a curator and endorser of these exceptional products. Of course, everything will still be for sale, but there’s a distinct opportunity to alter the perception to feel more rewarding and less commoditized.