wallapop has opened the doors of his first pop-up store in Spain as “a social experiment” to confront consumers with their prejudices about reused products. The opening of the pop up store is part of the Wallapop study, ‘Consumption of reused products’and tests the capabilities of users when it comes to differentiate reused products from new ones and thus point out the brakes that these experience when consuming second-hand.
The store opened its doors on November 3, initially without a brand, in Madrid, and with Najwa Nimri as an ambassador for the brand, who has also taken advantage of the space to incorporate products donated by the actress.
“With the development of this ephemeral store, our intention is that people continue to reflect on their habits, perceive that the quality of reused products is at the same level as new ones, and increasingly consider them their first purchase option, either for them or to give away”points out in a statement Olivia Calafat, Director of Marketing at Wallapop.
Calafat It also points to the positive feeling that the purchase of reused products generates in consumers: “In the end, the main difference between new and reused is quality bias, and that you don’t need to spend more resources to make it. These are purchases that make us feel good at all levels: they are positive for the buyer, for the seller and for the planet”.
And it is that, according to the data of the study of wallapopfor 71% of the cases the most important reason when consuming this type of article is to find high quality products at a more affordable price. For Calafatthe role of Wallapop is clear in promoting the circular economy. “Making reused products a quality and sustainable option is the way to reach all audiences, even those who on these important dates have not yet considered using it as an equally attractive and trendy gift”assures the director of Marketing of Wallapop.
The Neighborhood of salamanca It has been the Madrid area chosen to locate the ephemeral store, with the aim of introducing reused products in the Madrid neighborhood traditionally linked to luxury.
On November 4 and 5, buyers were able to purchase the items in the store, completing the transactions through the Wallapop app.
Changing trend of consumers
According to data from wallapop, there is a change in trend in the preference for buying used products. This is also reflected in its annual study ‘The Network of Change’which highlights that six out of ten respondents plan to buy more items already produced than new in the next three years.
On this occasion, in the study carried out by the brand, regarding the preference in the acquisition of this type of article, the ranking is led by the automotive, article chosen by 37% of those surveyed; followed by the computer and electronic products -specifically tablets and computers- with 28%. The fashion it is thus relegated to third position among those consulted, with 27% of the responses.