Opening in Berlin in 2004, Japanese fashion brand Comme des Garçons, was responsible for one of the world’s first pop-up stores. It’s only been in recent years, however, that these temporary, eye-candy-esque shopping venues have really caught the attention of consumers. Since then, these Instagram-worthy shopping spaces have been sprouting up, catching the attention of big retailers such as Amazon, Facebook, and Target and are raking in big bucks to the tune of 10 billion dollars worldwide.
Here are a few reasons why pop-up container shops are the perfect marketing tool for any hip and innovative brand looking to connect with shoppers in a fun and personalized way.
Test the Market before Committing
A brick and mortar location is a rather big commitment not to be taken lightly. A short-term pop-up shop can prove to be a good solution for businesses that would like to dip their toes into a different market, neighborhood, or segment of the population. Beauty subscription brand, Birchbox, experimented with the idea of permanent retail locations through a nationwide pop-up store tour across several US cities before committing to opening their first standalone location in New York.
Provide a Personalized Shopping Experience
A report from Squire Patton Boggs indicated that 20% out of 2000 people surveyed would gladly pay more for a product if a memorable shopping experience was attached to it. A great example of this is the 2017 Coco Café by Chanel — a themed beauty pop-up in Tokyo, Toronto, Seoul, Shanghai, Singapore, Taiwan, and Hong Kong which attracted thousands of customers. The pop-up café featured chic, flavorful, and fragrant displays of beauty bubble tea and perfume-inspired juices. Not to mention a beauty photo booth with sticker tattoos for that perfect Instagram-worthy snapshot.
Create Urgency with a Limited-Edition Pop-Up Shop
Create an organic buzz around a product launch or even a limited-edition collection or item with a pop-up container store. Home décor retailer West Elm maximizes on the scarcity model by inviting local business owners into their retail location to set up weekend-only pop-up stores selling their one-of-a-kind wares and crafts monthly.
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