While this one certainly seems a bit crazy and far fetched, we thought it might be a good idea to take a good hard look at just how crazy it actually is to leverage Pokemon Go for retail. Pokemon go, as many people have heard by now, is the digital version of the popular Pokemon game from the 90’s. It shattered records for numbers of app users and app usage statistics, at the same time. While this may seem like child's play, there’s a much larger trend happening behind the scenes. If you can imagine for a minute a world where people actually get out and find stuff in the real world through a game, this is the world we have come to realize. Finally, something has broken through the negative sentiment around smartphones and less-socialness. Pokemon has come around, enticed and excited people to now travel out of the home, to find not just anything, but a made-up creature hiding at a PokeStop no less. So, how can we maneuver this new trend in consumer behavior to drive additional sales to our stores?
First off, let’s explore the game to establish a baseline before going into more detail about the benefits of Pokemon Go for your retail stores. This game is set in a augmented reality world, which can actually place digital objects within the surroundings that you can see when you look through your phone. In this case, as seen below, you are walking around, looking for Pokestops or Pokegyms. Pokestops are places on the map around you which spur “wild” Pokemon (image 1 below). So, when you get to a Pokestop, often times you will see Pokemon nearby (image 2 below). When you click on the Pokemon, you will utilize Pokeballs to capture the Pokemon (image 3). Once past a certain stage, you can begin going to the Pokegym, which is a place to battle other Pokemon and advance the skill of your own. The cool thing here is to advance in the game, you need to travel around and get the different Pokemon. This leads us to the aspect of the game which will enable us to leverage Pokemon Go for retail.
As you can already see, when people are forced out of their homes for a game in which they move around, there are plenty of opportunities to serve this customer. Now, while you may get a few customers just poking around (especially if your business is nearby or at a Pokestop already), to really utilize this channel, you need to set up lures at the store. For a quick guide on how to setup these lures in-app just click here. As you can see below you will be presented with a series of options to place in the game itself. These will either hatch wild Pokemon, attract new and rare Pokemon to a Pokestop or increase your odds in battle. What you need to do is buy the coins first and then buy the items.
In this real life reality game its quite rare to find really amazing Pokemon. So, when you place a lure at a Pokestop you’ll have theoretically a lot of traffic. While it’s still pretty tricky to figure out exactly how many people are to be expected because of a Pokemon Go lure, here’s what you can get with $100.
In the game, you’ll get 14,500 coins for $100. Each lure individually costs 100 coins which lasts for 30 minutes. However, when you buy in bulk you can purchase the lures at $0.85 apiece. So, for 14,500 coins you can purchase nearly 170 lures (14,500/85=~170). With 170 lures at 30 minutes per lure, you will get 85 hours of potential traffic boost!
That’s a pretty significant number, assuming that over time you are able to bring in a few more people per day which offsets the costs (as it should). Speaking of how many people you could bring in, let’s do some numbers. If you’re open 10–10 each day, you could run the Pokemon lures for about 7 days solid. Over a seven day period lets say the Pokemon Go lure is bringing in about 15 people per day (most likely far more for heavy city traffic, probably less for more urban areas). Out of 15, with proper signs and signals (see more below) let’s assume you can convert 5 of those 15. At this rate you’ll get 35 more customers over the lifespan of the lures. If your average customer spends $12, that’s $420 dollars in additional revenue from your $100 purchase. While these numbers are quite hypothetical in nature, consider your own location and what you may be able to bring in for new customers.
There are several ways you can leverage the regular Pokestops to your advantage aside from buying the lures. These tips will actually work in unison with the lures for a better effect.
Create Competition’s at Your Store- This is no joke. When people come to your store, especially for a rare Pokemon, you can offer a discount, or free product for certain catches (say, a Pikachu caught gets you a free fountain drink). What’s important is to make a sign or show that you are doing this. Send out a targeted blast and update your website to reflect the new changes you have made.
Encourage Them to Join Your Pokemon Email Blast- This approach is certainly something you should already have in place. But if not, call us at 401–300–4653 to get yourself setup to not only grab one purchase from an intrigued PokePlayer, but to continue to get their business. Try highlighting a catch of the week or interesting moment from the Pokemon players who have been flocking to your store.
Get People to Take a Photo in the Store and Post it- You’ll need to ensure they tag you in it, or mention your store. This can have tremendous viral effects if done properly.
So, can you catch them all?
Whats really important to keep in mind is that you want to be supporting the front end efforts (the lure) with the backend efforts (collecting information, getting people to share on social media about your store, making the purchase!).
If you have other strategies being used, we’d love to hear about them. What is working, what isn’t working etc. And, if you want to consult with one of our retail marketing specialists, contact Orkiv at 401–300–4653.