Facebook shops could soon be coming to a Macy’s near you. The social media giant is partnering with the retail mainstay to deliver a self-described innovative and unique shopping experience. These Facebook Pop Up Shops are coming just in time for the busy holiday season, offering consumers a rotating selection of unique and high-end goods.
The pop up retail experience has become quite popular in recent years, in part due to its mix of versatility, novelty, and low overhead. That Facebook should take route to enter the brick and mortar retail space is both surprising and savvy. Partnering with Macy’s to carve out pop up experience cuts down on many of the possible risks for Facebook.
The first question most consumers first seem to ask about these new Facebook shops is simple: why? At first glance, social media and brick-and-mortar retail don’t have much in common. Then again, maybe that’s the idea.
For Facebook, pop up shops (couched in an already high-end retail experience) allow the social media company to reach a brand new audience in a way that favorably projects its brand. That’s important because Facebook’s recent time in the spotlight has been almost entirely negative. Breaches of personal data, political scandals, and anaemic responses to broad challenges have all tarnished Facebook’s brand and reputation.
For many, these Facebook shops may recontextualize the social media giant in a more consumer-friendly light. Or, that’s the idea, anyway.
A Beneficial Partnership
For Macy’s and Facebook both, there appears to be nothing but upsides to these pop-up shops. For Macy’s the Facebook shops represent a novelty that is sure to bring curious consumers through their doors during the busiest—and most important—shopping season of the year. The possibility of discovering something new and exciting through a Facebook retail experience is too much for many shoppers to pass up.
These novel Facebook shops will open in November and run through February 2, 2019. Participating Macy’s locations will include New York, Los Angeles, San Francisco, Atlanta, Seattle, Las Vegas, San Antonio, Pittsburgh, and Fort Lauderdale. If the Facebook shops are a success, however, consumers in other locations might be able to expect an expanded Facebook presence. Products sold at the shops will be sourced from a wide variety of vendors, both large and boutique, that already have a Facebook presence.
What’s in it for Facebook?
Macy’s, conceivably, is banking on direct profits from their partnership with these Facebook shops. Facebook, on the other hand, will make little direct revenue from the selling of wares. Instead, analysts expect Facebook to recoup costs based on increased advertising spending on Facebook itself. The thinking is that if vendors want to be sold in a Facebook shop, they’ll spend big on Facebook ads.
But Facebook is also in desperate need of some good publicity, and these Facebook shops are a good place for the social media brand to generate that. In some ways, Facebook shops put the social media giant in the same league with other tech companies that have a brick-and-mortar presence, such as Microsoft and Apple.
For Facebook, that’s not a bad place to be. And neither, it seems, is a Facebook pop up shop inside of a Macy’s department store.Will you be keeping a look out for Facebook Pop Up Shops in side of your local Macy’s? Comment below and let us know your thoughts. Want to keep them private? Shoot us an email to Outreach@