Not all brands have the means to have a permanent physical store; most brands operate online. Even for brands that do have multiple permanent stores, it's imperative to create hype around your brand and get more clients. Saads Abrahams from media update is sharing insights into the power of a pop-up shop!
Social media platforms such as Instagram have made it easier for brands to build an aesthetic, and because everyone spends time online, many brands only have online stores. Now, there is absolutely nothing wrong with only having an online store but many people would like to see your product face to face before making a purchase.
The growing popularity of pop-up shops is a strategic move to cater to shifting consumer tastes, which now favour more personalised and immersive shopping experiences.
This is why having a pop-up shop is a brilliant marketing strategy for your brand.
What Is a Pop-Up Shop?
A pop-up shop is a temporary store that is set up by brands to showcase a new idea or product. These pop-up shops can look like a normal store or be built in an open space in a mall.
What sets a pop-up store apart from a normal store is that they are usually uniquely themed and meant to create an engaging experience for customers.
Why Do They Work?
Now you might be wondering, what is it about pop-ups that just makes them work? Well, there are a few reasons why pop-up shops work.
They Create a Sense of FOMO
Pop-up shops are only up for a limited time, which means it establishes urgency in clients to come and see what the hype is all about. People hate feeling left out, so a pop-up store automatically pulls people in so that they can be part of an exclusive experience.
They Create a Retail Experience
If your brand is solely online, having a pop-up store is the perfect way to get clients to see your product in person. Pop-up shops give clients an opportunity to see, feel and experience your brand and products without any guessing and hoping that what they order and see online is what they will actually get.
It also eliminates shipping costs and is more than likely to turn first-time clients into long-lasting ones.
How Do Brands Benefit From Them?
Pop-up stores work for brands because there are some major benefits that would be otherwise difficult to achieve.
They Give Brands a Chance to Experiment
If you are deciding to launch a new product to the market, sharing it at a pop-up shop is a brilliant tactic to see how the public responds to it. And you will be able to make better decisions around your new product before you release it to the general public.
They Are Cost-Effective Retail Spaces
Traditional retail spaces are incredibly expensive, and many brands, especially smaller ones, just cannot afford them. Pop-up shops allow brands to rent out a space for a short period of time while eliminating the need for long-term leases and extensive overhead costs.
They Generate Buzz
If you are a South African, think about the KFC 'Kentucky Town' everyone was talking about it and knew about it — even those who weren’t huge KFC fans wanted to check it out. 'Kentucky Town’ was trending in person and online, which is brilliant for the brand.
This is the value in having a pop-up store for both big and small brands — the organic buzz not only boosts immediate foot traffic and sales but also enhances the brand's visibility well beyond the physical store, creating a memorable impact on consumers.
Tips for Creating a Successful Pop-Up
There are a few things that brands need to keep in mind when creating a pop-up shop to ensure that it is a successful experience.
Spend Time Researching Your Location
It is pointless to put up a pop-up where your demographic isn’t generally spending their time and in a place that has very little foot traffic.
Have a Solid Marketing Strategy
Are you going to build buzz on social media first? Are you working with influencers? Is this pop-up going to have its own designated social media page? What hashtags are you going to use? These are all questions you need to have answers to before you start your pop-up.
Offer Exclusives
One of the best ways to ensure that people are flooding your pop-up is by having exclusive products that are only available at your pop-up shop.
User Experience
If you want to have a successful pop-up shop, you need to ensure that each and every person who steps foot into your store has a wonderful experience. No person should leave feeling as if they didn’t get the experience promised.
What are your thoughts on pop-up shops? Let us know in the comments section below.
*Image courtesy of Canva
**Information sourced from mailchimp, TechTarget and Lightspeed