Ending the op shop stigma

 

Salvonista Mobile Boutique Mention opportunity shopping to many Australians, and they’d think of dust, old clothing, and overflowing display racks.

But there’s a new breed of op shops in town that’s interested in targeting a more refined consumer.

Retail marketing agency, Evocatif, has been working to end the stigma of thrift after taking on Salvos Stores as a client in 2010.

“Salvo Stores were looking to acquire new shoppers by attracting a younger demographic,” says Janet Bailey, CEO of Evocatif.

“Unfortunately these shoppers did not feel comfortable to cross the threshold of a Salvo’s Store.

“They didn’t understand what they stood for or that they were a destination for cool affordable fashion, for everyone.”

In late 2012, the agency decided it needed to take the store to the reluctant consumer in order to change perceptions.

“We decided to take the store experience to the shopper and not expect the shopper to go to the store.

“Our target market was people who are concerned about crossing the threshold and going into an op shop.”

Salvonista – a roving retail van that visits markets, community events, and universities – was the agency’s solution.

Debuting late last year, Salvonista positions itself as a pop up retail store with a vintage market feel.

While its target audience is younger Australians, Salvonista is enjoyed by a mixed bag, says Bailey.

“We’ve seen all sorts of people shopping there and because it’s Salvos you get a mix of community members,” she says.

Importantly, more than 75 per cent of those who visit the van describe themselves as “non-current shoppers”.

Salvonista shoppers often say they’ll be visiting their local Salvos, with nearby stores often reporting increased traffic after events.

The van has been used 16 times at high traffic areas, such as Sydney’s Central station, and received 5000 visitors.

Overall sales at the van exceed traditional Salvos Stores by more than 20 per cent.

“Our objective was to give them a chance to experience Salvos and when they did they found the stock, merchandise, and store was really cool,” says Bailey.

The campaign van was awarded bronze in the Open Category at POPAI’s Marketing at Retail Awards last month.

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