The Benefits of PokémonGo: Footfall, Draw & Leverage

July 21, 2016
By: Mark Sim

Since the release of PokémonGo, there has been an influx of coverage in what many local business and retail centres are doing to capitalize on this increasingly popular game developed by Niantic and The Pokémon Company.

The premise behind this game is to mimic the story and concept of the Pokémon franchise which is aptly summarized in the famous catch phrase, “Gotta catch ‘em all!”. The mobile application encourages users to go out and explore their communities, neighbourhoods and interesting locales to search for Pokéstops (locations that are destinations for new in-game items), Gyms (Places for players to interact with each other) and to use the game to find Pokémon in the wild (meaning in all sorts of random geographic locations).

 

Source: Wikipedia Commons

Source: Wikipedia Commons

Just a casual observation of your local neighbourhood will show large upticks in the number of people exploring and spending time in many of your local hot spots. In Toronto alone, I’ve seen a larger number of groups all using their phones to hunt for and find Pokémon and Pokéstops. Landmarks such as the CN Tower have been inundated with people gathering and spending time. Most importantly, the app is getting people to get out of the house into their communities. Even the most casual search online will pop up dozens of articles showing the interesting and unique ways many business owners have decided to capitalize on this craze. Below are a few of the more interesting articles I found on this topic:

http://www.businessinsider.com/pokemon-go-is-impacting-restaurant-strategy-2016-7

http://adage.com/article/print-edition/pokemon-a-crazy-tech-fad-business/304987/

http://www.cbsnews.com/news/pokemon-go-craze-nintendo-app-augmented-reality/

As always with retail, footfall and draw is going to ensure higher sales. Leveraging location based applications and games is going to continue increasing in prominence almost ensuring higher sales volumes, popularity and footfall. This will continue to be a relevant marketing and popular strategy for any retailers and centre owners that take part. While the long term benefits of the app are yet to be seen, I am sure that the centres/retailers best able to leverage this unique application will be sure to benefit their brand and bottom line.

 

About Reurbanist
Reurbanist™ believes retail offers cities the best opportunity to recreate their urban fabric.

Developers, investors and governments around the world are recognizing how retail offers enormous opportunities. Retail is the glue which holds communities, neighbourhoods and mixed use developments together.
Recent Articles
Rethinking retail’s role in animating streets and public spaces

For decades, planners, urban designers, and policy makers have advocated for street-facing ground floor retail space as a means of animating streets and public spaces. Retail was in many ways the optimal use for achieving this activation due to its foot traffic generation and visual diversity created by storefront designs, lighting, and window transparency. Many […]

The Benefits of PokémonGo: Footfall, Draw & Leverage

Since the release of PokémonGo, there has been an influx of coverage in what many local business and retail centres are doing to capitalize on this increasingly popular game developed by Niantic and The Pokémon Company. The premise behind this game is to mimic the story and concept of the Pokémon franchise which is aptly […]

The Viability of Vertical Retail in Urban Environments

In the context of vertical shopping environments, a rule of thumb that is sometimes applied is that sales performance drops off by 50% for every floor above ground level. By the time you get to the third storey, you can expect only a fraction of the sales turnover. As a result the space is often not viable. When working […]

Food Lover's Market, Cape Town

To meet the evolving needs of workers and visitors in the core of Cape Town, a new food concept has been pioneered under the “Food Lover’s Market” label. The modern eatery concept brings together the best of an urban grocery store and food court within one beautifully designed facility. Importantly, centralized point-of-sale tills allow visitors […]

Reurbanist on Flickr
  • Istinye Park 1
  • Istinye Park 5
  • Istinye Park 4
  • Istinye Park 2
  • Istinye Park 7
  • Istinye Park 9
  • Istinye Park 8
  • Istinye Park 3
  • Istinye Park 6
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram