P&G and Walmart.com are redefining the concept of a pop-up shop with the launch of their latest initiative: PGMobile. During the month of June, food truck-style stores, called “PGMobile” trucks, will be stationed throughout New York City with QR code-clad representatives who will be distributing free samples of P&G products.
The initiative aims to build awareness of Walmart.com’s delivery service to help it better compete with other online retailers, such as Amazon. According to Chad Brizendine, brand manager for Walmart Grooming and Walmart.com, reaching the urban consumer is a major opportunity for the brand, and they are “committed to finding the right to better serve this customer.” What better way to reach New Yorkers than turning a taco truck into a mobile shop that travels right to their door? The trucks are skinned with P&G product descriptions and QR codes that direct customers to Walmart.com to shop special deals and take advantage of its free delivery service.
But the fun doesn’t stop there…
Twitter users can track the location of the trucks and vote on where they want them to appear next. Users can even request that the truck visit their home or office
Of course, the most important question to ask is whether or not this tactic will work. It is too early to tell if these mobile pop-up stores will have a lasting impact on Walmart.com’s business or if consumers will be able to make the connection between the PGMobile trucks and Walmart.com’s delivery service.
For more information, check out PGMobile’s Twitter page