adidas and ZALORA create supermarket-like pop-up

ZALORA and adidas have partnered to launch a pop-up store named “The Supermart” at Bugis Junction in Singapore, to strengthen adidas’ presence on ZALORA’s eCommerce platform.

Open to the public from 3 to 12 August, the supermarket-inspired pop-up store features an exclusive adidas collection including adidas Sportswear and adidas Originals, apparel and accessories for men and women.

According to a Zalora spokesperson, the pop-up store hopes to reward and recognise ZALORA’s loyal customers and entice new walk-in customers through the immersive retail experience that combines high touch benefits of brick-and-mortar stores with tech features of online shopping. Customers can scan the unique QR codes tagged on items in the store and cart out on the ZALORA app.

In addition to shopping the collection, shoppers can also bring home a gift-with-purchase in collaboration with three local artists, Hoon Jialing (@jaeyyelle), Eman Raharno Jeman (@clogtwo) and Tiffany Tan (@lovage).

Through the collaboration, ZALORA and adidas aim to highlight the artistry and uniqueness of the Singapore market and give their customers a unique one-of-a-kind shopping experience while giving them something they can keep and archive on display.

Using adidas products, the packaging for the gifts features iconic graphic artwork that combines the brand’s and artists’ aesthetics.

Alice and The Hare by @jaeyyelle

Jialing's tea foil packet alludes to the tea party in Alice in Wonderland and comes with a free adidas festival bag that features an image of Alice on the label. Alice is reimagined wearing her traditional blue outfit together with the Hare wearing an adidas track jacket, adidas sneakers, and a festival bag. As an added bonus with purchase, the Supermart is offering a whimsical rendition of Alice and the Hare in a limited supply.

Sushi and Tako Sashimi Kits by @clogtwo

Sushi and Tako Sashimi Kits with original designs by urban artist and illustrator Clogtwo are available for redemption by customers. Featuring visual interpretations of biomechanical Ebi (shrimp) and Tako (octopus), the designs highlight Eman’s signature MechaSoul.Engineering concept in a fun bento package that comes with an adidas’ essentials logo t-shirt. With purchases made that day at ZALORA and adidas Supermart, the product is certified fresh.

Vegetable Soups by @lovage

Tiffany reaffirms the importance of living a healthy lifestyle by giving the soup can a pop art makeover and encouraging us to "eat the rainbow." The soup package disguises an adidas trefoil bucket hat while illustrating veggies and its brilliant colours; something to look forward to while receiving your recommended five servings of fruits and vegetables per day.

“We are committed to enriching our customers’ experience with our brands, and this pop-up demonstrates ZALORA and adidas’ presence beyond the online space. Shoppers can now enjoy in-person browsing with the convenience of online ordering and delivery,” said Eric Cheang, regional commercial director of ZALORA. 

Neha Bhasin, brand communications director at ZALORA, said: “We’re excited to bring an interactive offline to online experience for our customers with the Supermart. The convenience of having items delivered directly to the shopper’s home is joined by a personal and fun shopping journey at the pop-up store,” said Neha Bhasin, Brand Communications Director at ZALORA.

In an effort to further up its e-commerce game, ZALORA has worked with a number of businesses this year apart from adidas.

In January 2021, ZALORA partnered with Google to launch a new marketing solution "Google Ads with ZALORA", to provide brands with a wider range of Google Ads formats and campaign support from ZALORA.

According to Yokesh Praphu, regional senior manager, paid performance at ZALORA Group, the solution is ideal for brands who may not have the time to optimise and run performance campaigns, as well as brands seeking to maximise traffic and revenue via their product pages on ZALORA.

By prospecting new audiences through this solution, businesses can drive incremental revenue on top of their omnichannel strategy, he added.

For interested brands, ZALORA had run campaigns via its Google Ads account on the brand's behalf. In turn, this drove high intent shoppers to visit the ZALORA app or website to complete their purchase.

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