As part of a pilot project to trial the effectiveness of having an online retail channel, a series of online pop up stores were created for multiple brands under the Estee Lauder Group of Companies to offer an additional online retail touch point for consumers. This allows their customers to shop on the go with the option to collect their purchases at any nearby store or have it delivered to their home. With the new online channel, Estee Lauder was able to expand their O2O strategy leveraging on festive season to maximize sales without the need to employ additional resources resulting in additional operating costs for the brand. The pop up e-Store is the perfect test bed for retailers to trial the viability of an online sales channel in a cost effective way.
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