Have you noticed the number of Pop Up shops quite literally popping up? With the increase of on-line shopping, Brands are now fighting to attract customers back by creating the pop-up shop experience that will have a lasting impression with customers. Retail, whether it’s a Pop-Up Shop or permanent, needs to be fun and exciting for customers. It’s all about creating retail theatre, creating a memorable shopping experience for the customer which is something you don’t get when you are shopping on-line.
Pop-Up shops were introduced in the early 1990’s in cities such as London, New York, Los Angeles and Tokyo. These retail event spaces create theatre, create a fun place to shop and generate new customers, while building Brand awareness. This is a great opportunity for the Brand to educate customers, as well as connect with customers who normally shop on-line. It gives the Brand an opportunity for a Pop-Up shop without signing up to a long, expensive and complicated lease on a property.
While most Pop-Up shops are in Malls or on the street, some pop-up shops still remain physical bricks and mortar stores. In many department stores such as Selfridges in the UK, Pop-Up shops are installed and become part of the overall department store environment. It creates excitement and anticipation when a new Pop Up shop is being launched and is an opportunity to for Brands to promote a new product, or something that is on trend or even a Wedgewood Tea Shop in Peter Jones in London.
In February Creative Download was involved with creating the Concept/Pop-Up Store “FOMO” (Fear Of Missing Out) in Gothenburg. They are currently running an event entitled British Island, showcasing 20 innovative and sustainable British Brands new to Swedish market. This has proved to be very successful.
With any retail outlet (Pop-Up or Bricks & Mortar) good Visual Merchandising and Store Presentation is paramount.
“You Don’t Get A Second Chance To Make A First Impression”
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