Store Cashing in on ‘Pokemon Go’ Craze

The mural on the side of Maxbauer Ace Hardware depicts Traverse City, Michigan—but when “Pokemon Go” players go to the store, they see a digital cartoon character on the wall.

And that’s OK with the staff at Maxbauer Ace. When they figured out that the mural was attracting players of a smartphone game that’s “been a local craze,” an employee decorated a sign inviting players inside, manager Mike Peacock says.

The business is cashing in on a wildly popular trend.

“Less than a week after launch, this augmented reality mobile exploration game has been installed on twice as many phones as Tinder, it has double the engagement of Snapchat, and it is eclipsing Twitter in its percentage of daily active users,” Inc. magazine reports.

“As Pokemon Go users traverse their towns in search of Pokemon, local stores, restaurants, movie theaters, and other businesses are capitalizing on this massive opportunity, driving huge amounts of foot traffic and conversions both with simple in-app purchases and creative marketing campaigns.”

The sign at Maxbauer Ace in Traverse City features chalk drawings and says, “Pokemon Trainers Welcome!” It also promotes the store’s free popcorn and air conditioning.

For about two weeks now, the sign has brought about a dozen extra shoppers per day into the Traverse City store, boosting ice cream, pop and candy sales, Peacock says.

The store will display the sign “until the craze goes away,” he says.

Inc. recommends that businesses find out if their locations are part of the augmented reality game—as Maxbauer Ace did—and then find ways to earn some cash from the players. Some money-earning strategies include promoting on social media that your business is a “Pokemon Go” stop on the game, which uses real GPS maps, and Inc. also suggests giving away free items to attract players.