Pureplay pops up

  Online pureplay,eSold.com.au, has opened its first bricks and mortar pop up shop in a bid to drum up its online subscription base. David Lamprecht, strategist at eSold, told Inside Retail PREMIUM the 21sqm pop up store, which has been open for three months on Melbourne’s Swanston St, is successfully attracting 2500 new online subscriptions a week. As an instore incentive, visitors to the pop up who provide their email receive a 10 per cent for use online, while those purchasing instore

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