Article
Pokémon Go spurring mall, retail traffic but sales not so much
Pokémon Go is driving consumers to malls, retail shops and business districts as millions of gamers search for characters in the game.
July 14, 2016 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
Pokémon Go, the mobile app gaming craze happening all over the world, is driving consumers to malls, retail shops and business districts as millions of gamers search for characters everywhere and anywhere.
For retailers it's clearly a great thing as it's happening in the summer doldrums of retail — the weeks after July 4 sales, Amazon's record-breaking Prime Day and weeks before the crowds come searching for back to school clothing and supplies.
While thousands of gamers are hitting the malls and small business districts, most are not buying or even browsing, according to several news reports. Instead, gamers are seeking out Pokemon Gyms and PokeStops for training Pokemon and getting free game items.
Retailers would be smart to welcome the gamers as gamers get hungry and gamers, like all consumers, are always looking for a good deal.
"It is like with anything in marketing…the more engaged you are with your customer the better the return. Simply being a Poke Stop Or Gym is great (AND LUCKY) but embracing the craze and making the Pokemon Trainers feel acknowledged and welcome is going to make them more likely to spend," Stacey Kane, CMO, East Coast Wings & Grill.
"Also there is the case for just being relevant. If the entire country is talking about Pokemon why wouldn’t your brand be taking part of the conversation?," she added.
Pokémon Company and video-game maker Nintendo released the free-to-play augmented reality mobile game in Australia, New Zealand and the U.S. last week.
As a Forbes article explains, some retailers are taking advantage of the popular game craze by new marketing, signage and being welcoming to players overall.
One example is the Crystal Bridges Museum of American Art in Bentonville, Arkansas, which photographed Pokémon and PokéStops on their grounds and blogged it out to followers to draw in traffic.
"The best approach you can take is to make that impact positive by embracing the game and making the Pokémon GO experience a memorable one for both you and your potential customers," writes Forbes contributor Jason Evangelho.
His column notes the game’s developer, Niantic Labs, is being overwhelmed by requests to be included in the game and are investigating potential ways local businesses can become a Gym or PokéStop if they're not already programmed into the app and will be announcing sponsored 'locations' in the game.
According to a Racked report, Pokemon are hanging out in top retail brand stores including Macy's, American Apparel, Sephora and H&M and lots of malls. Small stores are marketing their sites as a PokeStop even if they're not in the game, it notes.
About Judy Mottl
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