What retailer doesn’t want ideas on how to generate buzz about their brand and increase revenue with minimal costs and little-to-no commitment?
What if we told you there’s an effective retail medium to do just that without forking out all of your cash for a storefront? It’s referred to as temporary retail or a pop-up store, and according to Storefront, pop-up stores, are expected to generate $80 billion annually compared the pop-up industry’s value of $50 billion in 2016.
While the trend of pop-up stores first started in LA in the 1990s, it hasn’t been until the last few years that brands big and small have started to recognize the concept as more than a novel idea. Today, pop-up stores are becoming a viable component in retailers’ business development plans.
4 Reasons to Consider a Pop-up Store
Whether you’re trying to build better relationships with your customers or find unique ways to keep them engaged, pop-up stores offer many benefits. Read on for 4 reasons why you should consider temporary retail.
1. Boost Brand Awareness – Between all of the online and brick and mortar businesses out there, a lot of retailers are competing for attention, making it difficult to stand out from the crowd.
But pop-up stores can help your brand build buzz by showing up in temporary and unexpected locations because there’s good potential for capturing the attention of consumers who might never have encountered your brand had it not been for a pop-up store.
Whether the space is in an empty storefront for a day to host a special introductory sale, or in a vacant restaurant for a private cocktail party, the pop-up trend is employed by companies to generate interest in their product or service, and raise awareness for their brand by creating a unique and engaging environment that serves as marketing without feeling that way.
2. Test Market Products or Services – “Pop-up shops require a much smaller financial commitment, so they’re ideal to use when testing the waters in new markets,” says Storefront Magazine.
“Whether you’re an online-only retailer ready to dabble in offline sales or you’re interested in expanding your physical presence to a new city, pop-up stores are a low-risk way to gain traction.”
Source: Storefront Magazine.
If you’re dipping your toe into a new market, a pop-up store can help build awareness for your brand before you commit to a full storefront. Temporary retail will also help you familiarize yourself with a particular community to find your target customers in that area.
Additionally, you’ll be able to use face-to-face interactions to engage customers and build initial relationships of trust before fully investing in a new market.
3. Create Loyal Customers – More and more, brands have been abandoning the conventional model of the brick-and-mortar store. In fact, according to Storefront Magazine, savvy retailers are using pop-up stores as an innovative way to engage customers and provide them with memorable and immersive experiences.
“Launching a physical retail store, even in the short term, provides the perfect opportunity to appeal to new customers with a higher chance of retaining them. Pop-up stores are an engaging and financially fruitful way of engaging with your customer and increasing their lifetime value.”
Source: Storefront Magazine
“Today it’s not enough to have either a physical or online presence alone,” says Storefront Magazine. “For your business to survive and thrive, you need to diversify to create loyal customers. And temporary stores are the answer.”
4. Try Out Experimental Retail – With the financial commitment for pop-up stores being significantly less than a permanent storefront, you can use temporary retail to experiment with new products or services. Instead of a formal (and costly) market research study, you can simply ask customers visiting your pop-up stores what they think.
Pop-up stores will give you the opportunity to poll your target customers offline. When you sell new products along with your usual inventory, you can get customer feedback on the spot. This will help you determine if your new product or service resonates with them and how it compares with other products customers love to use.
Another option is to hand out free samples of new products for customers to try. In exchange, you can ask them to post their thoughts on your website and/or social media and use that information to refine and perfect your products or services.
As you can see from the four points covered above, the benefits of temporary retail are clear.
Whether you want to generate buzz about your brand, engage new and existing customers, test out new markets, build an offline arm to your online business, or increase revenue, pop-up stores can help retailers like you score big wins.
Essentially, whatever your end goal is, pop-up retail can provide you with the opportunity to make it happen!
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Also published on Medium.