Opening virtual, outdoor pop-up shops — it’s one of mobile retail’s most appealing Next Big Things. Especially if it’s literally geared toward the next generation, as with Walmart’s new Mattel-themed digital toy store.
The “store” is akin to Glamour‘s pop-up “Apothecary Wall,” which opened for a period last year in Manhattan, along with shoppable virtual stores that existed in heavily trafficked areas — like train stations — in Korea and Britain. Walmart’s toy-centric pop-up is on a wall in Toronto’s business district, in an underground walkway, where busy parents can stop-and-scan to pick up presents for their kids over the next month. The products are all equipped with QR codes for easy smartphone shopping.
As you may recall, Target already introduced its own form of QR codes-for-stealth-shopping, albeit in physical stores only. Walmart’s new “shop” is yet another smart way to make QR codes useful to the everyday consumer. It’s also a really high-tech way to hide from your little ones what they’ll be opening under the tree.