Pop-ups

Recently the phenomenon of the pop-up store has become increasingly popular. Relying on digital communication to inform their customers about their presence, brands take up temporary residence in a retail or event space, as a way to create a unique brand-experience. Oftentimes offering limited editions, brands are tapping into today’s tendency of exclusive not necessarily meaning expensive. Some might argue that the popularity of pop-ups is the epitome of the short attention span culture we live in, but it could also be seen as an indication of a major shift in how brands operate.

The concept of pop-up itself is nothing new. Things like discount stores, farmer’s markets or even ice cream vans have been using this strategy for decades. However, right now it’s mainly direct-to-consumer brands with a strong online presence who are employing pop-ups in their strategy. Brands like Casper, Away or Glossier are digital first, meaning that regardless of their offline sales, they have an online presence that always exists. This makes the main aim of their pop-up shops not profit generation, but cultivation of brand awareness and strengthening the relationship with their customers. The fact that pop-ups are temporary adds to the buzz and creates a bigger sense of urgency among the consumers.

The Internet has played a crucial role in the success of this new model of brands, as it enabled them to bypass steps that previously needed assistance from third parties. And since nowadays consumers are shopping online more than ever, the shift from physical stores to digital channels only, has provided brands with first-party data about their customers’ shopping behavior. This way they can act on the needs of consumers almost in real-time and base their product development cycles on customer feedback.

Even though the online experience of online-first brands is often flawless, not everything can be conveyed digitally. Pop-ups can be a great experiential marketing tool as the unique interactions with the brand, whether it’s through design elements, interactive environment etc., grant visitors a new perspective on the brand. By bringing the brand into a physical space, customers can connect with it on a new, more personal level. Often accompanied by social gatherings, parties or live performances, brands hosting pop-ups attempt to evoke the feeling of excitement about experiencing the brand in a different way. They become more than just a chance to touch or try on the products. They’re an opportunity for customers to connect with each other and meet other members of the brand-tribe.

Another characteristic of pop-ups that makes them successful in this day and age, is their experimental nature. The flexibility of location and time-scale makes it a much less risky endeavor than launching a traditional retail store. And by setting up an inviting and perhaps unconventional looking space, brands can reach beyond their already existing customer base.

In the age when the barriers-to-entry are becoming lower, consumer-brand relationships more important and pop-up shops more valuable than just a stunt, it’s an interesting time for the retail business. And the coming years will show what the future has in store for this industry.

Feel free to get in touch for further insights and ideas on how to successfully employ pop-ups in your brand strategy. — contact@noservice.today

NO SERVICE 24/7 is a Berlin-based full-service agency for strategic brand communication operating at the intersection of arts, culture and lifestyle.