The extremely popular social messaging app LINE, set up its first pop-up store in North America, located at 1515 Broadway in New York. LINE’s pop-up store will be open from December 9th until December 31st, offering shoppers a variety of products, including stationery, stuffed toys, mugs and jewelry based on the original characters from the app. Shoppers also get a chance to take photos and interact with LINE’s official mascots.
LINE has been very successful in Asia thus far and is now making a leap into the Global market, especially North America where a number of messaging apps like WhatsApp, and KIK have found their glory. The messaging app currently enables users to make calls and send messages for free, as well as offers in app purchases of stickers featuring LINE’s own original characters.
Very few mobile-first brands have become popular enough to support a real-world presence one of the rarities being the Angry Birds game, which spawned a wealth of licensed merchandise, including stuffed toys and apparel. Sep Seyedi, CEO of Plastic Mobile discussed LINE’s pop-up store strategy with Mobile Commerce Daily noting that “Mobile-first businesses have an advantage in a heightened level of engagement with their customers that strictly brick and mortar business can attain,”
“Pop-up shops lend themselves perfectly to this opportunity, but we’ll be seeing more mobile-first businesses make permanent fixtures of themselves in brick and mortar going forward” Sep said.
Sep went on further to say, “mobile users are now ready to take these intimate relationships, with the businesses that serve them on mobile, to the next level and experience them in a more tangible manner.”