Following on from last week’s VM blog about Concept Stores this week’s blog is focusing on Pop-up Shops.
These are a great opportunity for retailers to pursue different types of goals: they are a neat way to launch products, to collect data for marketing research or to test a specific market or location. The single most important ingredient in the recipe of success is to set a clearly defined goal. It’s the only way to create the right strategy and reliably measure its effectiveness and success. I highly recommend working with an expert in this case, as factors such as optimal size, location, timing and design vary depending on your purpose and goal.
The golden rule of brick-and-mortar retail: the experience is everything. The past years have been shaped by an experience-driven retail trend.
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.
With any retail outlet (Pop-Up or Bricks & Mortar) good Visual Merchandising and Store Presentation is paramount.
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