Yahoo! UK & Ireland is taking on a high street presence with the launch of its first “bricks and mortar” shop.
The Internet communications company launches the retail outlet The Yahoo! Shop, in Kensington High Street today (Wednesday).
The move is part of a marketing drive to highlight the benefits of shopping online with Yahoo! Shopping, which encompasses a broad range of retailers in a one-stop online shop such as Debenhams and Carphone Warehouse.
There is also a TV, radio and outdoor advertising campaign created by HHCL & Partners, which will be rolled out this week. Media buying is through Optimedia.
The store contains a number of computer terminals where customers can shop online away from the hectic pre-Christmas rush outside on Kensington High Street.
Customers will also be able to buy food and drink on the premises, which will remain open until mid-December.
The offline store will host shopping events which will feature appearances by TV celebrities such as presenter and DJ Gail Porter.
Catherine Taylor, marketing director for Yahoo! UK & Ireland says: “The shop is not a trial venture for us, but part of a consumer marketing campaign, in the run-up to Christmas. The company has no plans to be a bricks and mortar retailer.”
Yahoo! will run the retail outlet only in the UK and there are no plans to roll it out to other markets.