Discover the Pop-Up store model and learn how to boost your sales – WAU
The pop-up store is a model already widely used around the world, and what makes it stand out is its concept. Bringing a sense of urgency and exclusivity to the consumer can have a very positive impact on the brand’s goals.
The traditional retail model has been changing for some time. The internet gave space to e-commerce and today it competes with physical stores. In the midst of these news and new forms of consumption, the pop-up store appeared, with a different concept and ready to receive special projects.
This store model is a important strategic tool for brands. Whether they are native to the internet, be established in physical points, the frisson caused by these establishments is what makes the concept a real differentiator.
In this post, you will better understand what pop-up stores are and how they work! See when and how they can be a good option, what are the advantages and how to open one!
What is the pop-up store and how does it work?
The pop-up store is a temporary store model, always open with a specific proposal, within a dissemination strategy. This is an increasingly common model seen worldwide, usually within marketing actions.
Brands of all types have adopted and the reason is simple: the impact generated on the public is always positive, thanks to the store’s assembly work. Pop-up stores are not simple stores, and this is one more factor to generate the desire to visit and, naturally, consume the concept and the products it brings.
Why they are temporary
If they are so successful, why not continue? This is a very pertinent question, but it is also easy to answer. The temporary concept of this type of store is related to the marketing strategy in which it is included.
The pop-up store is usually used on very specific occasions such as:
- launching a new product or collection, as a means of activation;
- within strategies that consider a commercial date;
- when an online store wants to take its products to a physical point;
- when a brand wants to take its products to other regions, such as states or even countries;
- to provide experiences of impact to the public, within a special concept;
- to sell a small demand for products, working mental triggers of exclusivity it’s from limited offer;
- to promote collaborations between brands and sell products in a physical location that offers a consumer experience.
The pop-up store does not have the simple proposal of selling products in a physical store, even when it is promoted by an e-commerce. In this model, the central proposal is draw consumer attention, generate comments, curiosity and the feeling of participating in a unique experience, since it is temporary.
The launch of a pop-up store
Everything revolves around fast processes and at a cost that is not too high. Pop-up stores usually use existing retail spaces. Thus, the concept of the store is assembled quickly, taking a few weeks, most of the time.
There are also stores that are mounted on temporary structures, such as containers. For this option, it is necessary to work with more efforts, since the place needs to have a good presentation to win over the public.
In this launch process, it is also important to pay attention to the region where the store will be set up. The more busy and strategic the location, the greater the engagement of the public and, consequently, sales.
Pop-up stores can also be present at events. In London, for example, there are stores that take this concept to music festivals, such as Lollapalooza. It’s a great chance to get sales and engagement, as long as the company has a good relationship with the event’s audience.
What are the benefits of this business model?
Launching a pop-up store has many positive impacts for the brand that opts for the strategy. These gains go far beyond revenue and are important for any company. Next, better understand what the benefits are!
Increased customer engagement
A temporary store, well planned and with an impactful concept wins over customers. When visiting them, if they have a different and positive experience, engagement is successfully achieved. All of this can be of greater importance in cases of online stores, since they work to “show your face” in person.
A temporary store is also a great alternative to launch a new product, however, it is important that it really stands out. With a space just for him, the proposal must be public immersion in the launch experience. As a result, the consumer is involved and ends up buying!
Pop-up stores also have a major impact on brand activation, as the public will be involved in a different proposal. One way to achieve this more efficiently is through stores at events, as you have seen. If the pop-up is where you can reach more audiences, chances are good results.
With a different concept, a unique decoration and in places where they were not before, pop-up stores have great chances of attracting public attention and generating buzz around the brand. If a lot of people are commenting, interest increases. In addition, feelings of limited and temporary opportunity attract attention and generate a sense of urgency.
Another important advantage of this store model is the possibility of highlighting the brand in specific periods. Seasonal marketing involves the consumer due to some date or event, generating the desire to buy. In London, during the 2014 World Cup, many pop-up stores were successful!
Often, a given brand is known and has a fan base away from where you operate, as in another country. In that case, the temporary store is a great alternative. It manages to reap benefits such as increased sales, engagement, brand activation and market expansion.
What to define before opening a pop-up store?
Opening a pop-up store is an important step and it shouldn’t be done on a whim. As you have seen, it has a strong strategic bias and, therefore, the brand must prepare properly and define some points. Know the main ones below and understand the impact they have.
The purpose of the store
Why do you want to open a pop-up store? It was already possible to understand that it has several benefits and that it can favor the brand in different ways. In this scenario, you need to choose a path:
- make activation;
- launch a new product;
- take items online to the classroom;
- launch a project or other proposal.
This first definition is what will guide the next steps. The objective impacts the way the store is advertised, the concept of decoration and architecture, and even the way it works. All of this will influence the achievement of the intended objective with a temporary structure.
Any store needs to be highlighted in its physical point, and this is very much related to location. Defining a strategic region is important, so that you can find a space for the pop-up store to be set up. It’s always a good idea consider a place that is already used for stores but is empty.
As for the region, the busier the better. It is also good to consider local businesses, as this ensures that your brand’s audience is there. If you are going to open a fashion pop-up store and you are in a region where other brands have their stores, the competition is greater, but you attract the right consumer.
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The experience to be provided
This temporary store model cannot be applied just for the purpose of selling. As much as it is the main one, the model should bring a different experience to the public. The most interesting thing is that this can come in many forms, especially through innovation.
Pop-up stores usually have a different decoration, with a aesthetic that escapes the ordinary compared to other retailers. The simple visual question generates enough impact on the consumer, which influences engagement, the buzz surrounding the store, and also stimulates the desire for consumption.
Which successful cases deserve attention?
The pop-up store concept is used in several segments, from fashion to electronics. Around the world, brands of all types have opened their temporary stores and been very successful. How about seeing some examples for inspiration? Find out about some successful cases below.
Pantone is widely known for its color control and specification work, defining palettes and trends in shades. This performance brought a lot of popularity to the brand in the last years and she knew how to take advantage of that, launching her Pantone Cafe.
The establishment stayed for two summers in Monaco and then arrived in Paris, where it offered its menu during the city’s Fashion Week.
Kanye West: The Life of Pablo
American rapper Kanye West is much more than a musician and knows how to promote his image. His connection with fashion resulted in a merchandising line to promote his latest studio album, The Life of Pablo.
The artist opened pop-up stores all over the world, starting in the USA and, according to him, earning US $ 1 million in the first two days from the sale of clothes and articles of the project.
Nike Rio No Limits Popup
The Rio 2016 Olympics brought a lot of visibility to London, and the brands knew how to take advantage of that. Nike, supplier of Olympic material to the London delegation, opened a pop-up store in a large container on Boulevard Olímpico, in Rio de Janeiro, during the games.
There, she promoted interactive experiences, introduced the technology used in sneakers and shoes, and also sold some products.
Regardless of the segment and persona, the pop-up store is a current alternative and presents itself well for any purpose! With proper planning and a prominent concept, good results can be achieved with this temporary store idea.
Do you want to learn about other ways to impact your audience by generating engagement and market recognition? Then check out our guide on how to build advocates for your brand through content!