As early as 5:00 AM, the very first customer was already in place outside the store. When the doors opened at 8:00 AM, hundreds of eager customers had gathered in a massive queue on the street.
To celebrate the move, Science Fiction Bokhandeln attracted visitors with opening offers and goodie bags. In addition, the first 100 people in line were rewarded with an exclusive gift.
On the store's social media channels, satisfied fans testified that it was well worth the effort of queuing from early morning to receive the gifts.
On Instagram, the store shared videos showing the extremely long queue, a post that quickly gained widespread attention and collected over 2,600 likes. Later in the weekend, the company published a follow-up post thanking everyone who had queued and stating that the atmosphere in the store had been at its peak all day.
The omnichannel strategy, where the physical store acts as a physical complement to the chain's strong online sales, thus appears to have gotten the best possible restart in Malmö.