{"id":5643,"date":"2018-02-01T15:49:47","date_gmt":"2018-02-01T15:49:47","guid":{"rendered":"http:\/\/blog.thestorefront.com\/?p=5643"},"modified":"2022-12-12T13:29:17","modified_gmt":"2022-12-12T13:29:17","slug":"pop-series-best-next-move-brand","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/pop-series-best-next-move-brand\/","title":{"rendered":"Why a Pop-Up Series Is The Best Next Move For Your Brand"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/pop-series-best-next-move-brand\/#What_Is_a_Pop-Up_Series\" title=\"What Is a Pop-Up Series?\">What Is a Pop-Up Series?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/pop-series-best-next-move-brand\/#1_Seasonal_Pop-Up_Shops\" title=\"1. Seasonal Pop-Up Shops\">1. Seasonal Pop-Up Shops<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/pop-series-best-next-move-brand\/#2_TouringTraveling_Pop-Up_Shops\" title=\"2. Touring\/Traveling Pop-Up Shops\">2. Touring\/Traveling Pop-Up Shops<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thestorefront.com\/mag\/pop-series-best-next-move-brand\/#3_Recurring_Pop-Up_Shops\" title=\"3. Recurring Pop-Up Shops\">3. Recurring Pop-Up Shops<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thestorefront.com\/mag\/pop-series-best-next-move-brand\/#4_Rotating_Pop-Up_Shops\" title=\"4. Rotating Pop-Up Shops\">4. Rotating Pop-Up Shops<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thestorefront.com\/mag\/pop-series-best-next-move-brand\/#Benefits_of_Serialized_Pop-Up_Shops\" title=\"Benefits of Serialized Pop-Up Shops\">Benefits of Serialized Pop-Up Shops<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.thestorefront.com\/mag\/pop-series-best-next-move-brand\/#Test_Different_Markets\" title=\"Test Different Markets\">Test Different Markets<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.thestorefront.com\/mag\/pop-series-best-next-move-brand\/#Provides_a_Tangible_Offline_Experience\" title=\"Provides a Tangible, Offline Experience\">Provides a Tangible, Offline Experience<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.thestorefront.com\/mag\/pop-series-best-next-move-brand\/#How_to_Host_a_Serial_Pop-Up_Shop\" title=\"How to Host a Serial Pop-Up Shop\">How to Host a Serial Pop-Up Shop<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.thestorefront.com\/mag\/pop-series-best-next-move-brand\/#1_Start_the_Planning_Process\" title=\"1. Start the Planning Process\">1. Start the Planning Process<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.thestorefront.com\/mag\/pop-series-best-next-move-brand\/#2_Commit_and_Book_Your_Pop-Up_Shops\" title=\"2. Commit and Book Your Pop-Up Shops\">2. Commit and Book Your Pop-Up Shops<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.thestorefront.com\/mag\/pop-series-best-next-move-brand\/#3_Promote_Your_Pop-Up_Shops\" title=\"3. Promote Your Pop-Up Shops\">3. Promote Your Pop-Up Shops<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.thestorefront.com\/mag\/pop-series-best-next-move-brand\/#Moving_Forward_With_Your_Own_Serial_Pop-Up_Shop\" title=\"Moving Forward With Your Own Serial Pop-Up Shop\">Moving Forward With Your Own Serial Pop-Up Shop<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p><a href=\"https:\/\/www.thestorefront.com\/mag\/what-exactly-is-a-pop-up-shop\/\">What is a pop-up shop? Everything you need to know to try short-term retail<\/a>\u00a0> <a href=\"https:\/\/www.thestorefront.com\/mag\/4-business-benefits-pop-shop\/\" data-type=\"URL\" data-id=\"https:\/\/www.thestorefront.com\/mag\/4-business-benefits-pop-shop\/\">Reasons to open a pop-up shop. Top 7 business benefits to opening a pop-up shop<\/a> > Why a Pop-Up Series Is The Best Next Move For Your Brand<\/p>\n\n\n\n<p>A <strong>pop-up series<\/strong> can build <a rel=\"noopener\" href=\"https:\/\/www.ama.org\/publications\/MarketingNews\/Pages\/magic-of-pop-up-shop-marketing.aspx\" target=\"_blank\">serious buzz and brand awareness<\/a>, whether brands choose to plan a series around a theme, specific products or season.<\/p>\n\n\n\n<p>Learn about the ins and outs of serial pop-ups from prep, planning and executing each event here:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Is_a_Pop-Up_Series\"><\/span><strong>What Is a Pop-Up Series?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/11\/kate-darmody-ogNUiqIYQ-I-unsplash-1-1024x768.jpg\" alt=\"Pop up shop flea market with series of pop up stores\" class=\"wp-image-47831\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/11\/kate-darmody-ogNUiqIYQ-I-unsplash-1-1024x768.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/11\/kate-darmody-ogNUiqIYQ-I-unsplash-1-300x225.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/11\/kate-darmody-ogNUiqIYQ-I-unsplash-1-768x576.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/11\/kate-darmody-ogNUiqIYQ-I-unsplash-1.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>When it comes to serial pop-ups, the concept is fairly straightforward: a brand creates a number of temporary retail activations. \u201cDone well, serialized pop-ups are a win-win for both the host and the guest retailer,\u201d says Chris Guillot, founder and retail consultant at <a href=\"https:\/\/www.merchantmethod.com\/\" target=\"_blank\" rel=\"noopener\">Merchant Method<\/a>.<\/p>\n\n\n\n<p>And one of the primary draws of the serial pop-up is its flexibility; they\u2019re customizable and offer long-term benefits.<\/p>\n\n\n\n<p>\u201cIn each of the [following pop-up types], long-term commitment provides a greater chance of long-term success,\u201d Guillot adds. \u201cThat\u2019s why I think of serial pop-up shops as both a sales channel (for the pop-up retailer) and a marketing strategy (for the host retailer), rather than simply a selling event.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Seasonal_Pop-Up_Shops\"><\/span><strong>1. Seasonal Pop-Up Shops<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/11\/mai-truong-E-2skRB88KI-unsplash-1-1024x768.jpg\" alt=\"A holiday pop up store\" class=\"wp-image-47835\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/11\/mai-truong-E-2skRB88KI-unsplash-1-1024x768.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/11\/mai-truong-E-2skRB88KI-unsplash-1-300x225.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/11\/mai-truong-E-2skRB88KI-unsplash-1-768x576.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/11\/mai-truong-E-2skRB88KI-unsplash-1.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>One of the most popular serial pop-up shop themes is based on seasonality. Some brands host pop-up shops exclusively during a specific time of year that\u2019s popular with their target customers, such as the Holidays, <a rel=\"noopener\" href=\"https:\/\/fashionweek.thestorefront.com\/nyc\" target=\"_blank\">New York Fashion Week<\/a> or in Summer months.<\/p>\n\n\n\n<p><strong>Read More:<\/strong> <strong><a href=\"https:\/\/www.thestorefront.com\/mag\/seasons-best-pop-shops\/\" data-type=\"URL\" data-id=\"https:\/\/www.thestorefront.com\/mag\/seasons-best-pop-shops\/\">The Season\u2019s Best Pop-Up Shops<\/a><\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_TouringTraveling_Pop-Up_Shops\"><\/span><strong>2. Touring\/Traveling Pop-Up Shops<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Another popular serial pop-up type is the traveling shop. Some brands will visit the same cities and set up temporary retail activations once or twice a year, while others will tour a country or region as part of a one-time campaign.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.thestorefront.com\/mag\/british-menswear-brand-sir-plus-pops-up-with-storefront-in-le-marais\/\">Menswear brand<\/a> <a href=\"https:\/\/www.indochino.com\/press\/news\/march-18-2014\" target=\"_blank\" rel=\"noopener\">Indochino<\/a> found great success with this touring pop-up model with its \u2018Traveling Tailor\u2019 tour. Eventually, the brand used the momentum from this tour to open a series of permanent showrooms across North America.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Recurring_Pop-Up_Shops\"><\/span><strong>3. Recurring Pop-Up Shops<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>When it comes to recurring pop-ups, think about temporary activations that occur at the same time every week, month or year.<\/p>\n\n\n\n<p>One high-profile example is <a href=\"https:\/\/www.complexcon.com\/\" target=\"_blank\" rel=\"noopener\">ComplexCon<\/a>, an annual convention showcasing pop-up retail activations from streetwear brands, artists and musicians in a massive indoor marketplace.<\/p>\n\n\n<p><a href=\"https:\/\/www.instagram.com\/p\/Bca1aA4Fy01\/\">https:\/\/www.instagram.com\/p\/Bca1aA4Fy01\/<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Rotating_Pop-Up_Shops\"><\/span><strong>4. Rotating Pop-Up Shops<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>In the case of rotating pop-ups, the storefronts are stationary \u2014 but the merchandise isn\u2019t.<\/p>\n\n\n\n<p>Rotating pop-up owners generally act as curators. Rather than showing off a single brand\u2019s products, a rotating pop-up will promote products from dozens of creators. Often the products are unified under a cohesive theme, category or target customer. Those products are sold for a limited period, and then poof! They\u2019re exchanged for a collection of brand new vendors and products.<\/p>\n\n\n\n<p>For example, <a href=\"https:\/\/www.storenvy.com\/popup\" target=\"_blank\" rel=\"noopener\">Storenvy hosted a pop-up shop<\/a> in San Francisco that highlighted exceptional products from a handful of local, online-only merchants.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Benefits_of_Serialized_Pop-Up_Shops\"><\/span><strong>Benefits of Serialized Pop-Up Shops<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Pop-up shops have a variety of benefits, but serial pop-ups boast their own unique advantages to help brands achieve their goals.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Test_Different_Markets\"><\/span><strong>Test Different Markets<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Serial pop-up shops offer brands the opportunity to dip into \u2014 and test \u2014 new markets. If you wonder how certain products would fare in another major city or want to build brand awareness in a different region, a traveling pop-up shop is one way to gain traction. Pop-ups in new places allow brands to connect with new communities and talk to new customers on the spot.<\/p>\n\n\n\n<p>When mattress brand Casper made its first foray into Canada, the company set up a traveling pop-up aptly called the <a href=\"https:\/\/www.caspernaptour.com\/\" target=\"_blank\" rel=\"noopener\">Nap Tour<\/a>. A vehicle complete with Casper mattresses and sleep accessories (like eye masks and slippers) visited multiple cities across the country to build brand awareness with Canadians.<\/p>\n\n\n<p><a href=\"https:\/\/www.instagram.com\/p\/BCOiZqFw2M5\/?tagged=naptour\">https:\/\/www.instagram.com\/p\/BCOiZqFw2M5\/?tagged=naptour<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Provides_a_Tangible_Offline_Experience\"><\/span><strong>Provides a Tangible, Offline Experience<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Because <a href=\"https:\/\/www.retailtechnologyreview.com\/articles\/2017\/10\/17\/why-90-percent-of-sales-still-happen-in-brick-and-mortar-stores\/\" target=\"_blank\" rel=\"noopener\">90% of all sales still happen in stores<\/a>, it\u2019s crucial to offer an in-person selling experience for your potential customers. Even major online-only brands are investing in pop-up shops and offline activations. For example, <a href=\"https:\/\/www.cnbc.com\/2017\/11\/09\/amazon-to-bring-pop-up-shops-to-whole-foods-stores-for-the-holidays.html\" target=\"_blank\" rel=\"noopener\">Amazon rolled out a series of pop-up shops<\/a> in selected Whole Foods stores leading up to the 2017 holiday season.<\/p>\n\n\n\n<p>An initial offline experience via a pop-up shop is a great way to build brand awareness. Getting current and potential customers excited about your products and introducing them to your brand can help retailers gain enough traction to create a permanent store.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_Host_a_Serial_Pop-Up_Shop\"><\/span><strong>How to Host a Serial Pop-Up Shop<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>For brands that want to take advantage of all that serial pop-ups have to offer, Guillot has offered some specific steps on how to get started.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Start_the_Planning_Process\"><\/span><strong>1. Start the Planning Process<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>To help you flesh out the right pop-up for your brand, Guillot recommends asking yourself some of the following questions:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li>What do I want to achieve?<\/li>\n\n\n<li>How will I measure success?<\/li>\n\n\n<li>What resources am I able to commit to developing and executing a pop-up series?<\/li>\n\n\n<li>How will I brand and market each pop-up?<\/li>\n\n<\/ul>\n\n\n\n<p>Next, consider the unifying theme, collection of products or campaign you want to plan your pop-ups around to keep the events cohesive.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Commit_and_Book_Your_Pop-Up_Shops\"><\/span><strong>2. Commit and Book Your Pop-Up Shops<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Once the plan\u2019s foundation is in place, it\u2019s time to execute (use our site to <a href=\"https:\/\/www.thestorefront.com\/\" target=\"_blank\" rel=\"noopener\">find and book your pop-up venues!<\/a>)<\/p>\n\n\n\n<p>Guillot has a list of tactics to ensure each pop-up event is differentiated enough to grow incremental sales and keep all the activations fresh for customers.<\/p>\n\n\n\n<p><em>Consider separating each experience by:<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li>Varying the assortment with capsule collections<\/li>\n\n\n<li>Creating exclusivity with one-of-a-kind or limited-edition inventory<\/li>\n\n\n<li>Combining service and retail by offering a personalized element to go with the purchased item (monogram, custom alterations, etc.)<\/li>\n\n\n<li>Promotional pricing (seasonal previews, bundled pricing, etc.)<\/li>\n\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Promote_Your_Pop-Up_Shops\"><\/span><strong>3. Promote Your Pop-Up Shops<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>After brands have a plan in place and secured venues, it\u2019s time to spread the word about the upcoming activations.<\/p>\n\n\n\n<p>Create a marketing and promotion strategy for the pop-up series as a whole and mini-plans for each pop-up.<\/p>\n\n\n\n<p>\u201cLeverage your current marketing and social media strategies to build buzz for an<br>\nupcoming pop-up series,\u201d she says.<\/p>\n\n\n\n<p>While announcing the pop-up events to followers is a great start, brands can also:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li>Create a press release and distribute to relevant media<\/li>\n\n\n<li>Send invitations to relevant social and blogging influencers in your niche<\/li>\n\n\n<li>Use a service like <a href=\"https:\/\/www.paperlesspost.com\/\" target=\"_blank\" rel=\"noopener\">Paperless Post<\/a> to send personalized invitations to each event to current customers, followers and brand evangelists<\/li>\n\n\n<li>Hire a pro photographer and post share-worthy photos after each event to build buzz and momentum for the next pop-up<\/li>\n\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Moving_Forward_With_Your_Own_Serial_Pop-Up_Shop\"><\/span><strong>Moving Forward With Your Own Serial Pop-Up Shop<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Now you\u2019re aware of the ins and outs of serial pop-up shops and what they can do for your brand.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.thestorefront.com\/popup-guide\" target=\"_blank\" rel=\"noopener\">Find out how to turn your idea into a reality with the ultimate guide to opening your own pop-up shop &gt;<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is a pop-up shop? Everything you need to know to try short-term retail\u00a0> Reasons to open a pop-up shop. Top 7 business benefits to opening a pop-up shop > Why a Pop-Up Series Is The Best Next Move For Your Brand A pop-up series can build serious buzz and brand awareness, whether brands choose 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