Pop-up store: a concept built to last?

It’s no longer just the asset of small structures seeking for fame. Distributors, online retailers and brands, all create their pop-up store. Why turn to these pop-up stores? In a fast changing environment where the consumer is constantly seeking for new purchasing experience, a revolutionary marketing approach start to emerge and it works

These pop-up stores, once recommended for stores and brands which suffer from a lack of brand awareness, have now become the spearhead of the biggest names in retail. For example, in France, the number explodes, we found over 400 in 2014 (LSA.com). Over the same period, the British opened in addition 10,000 (Centre for Economics and Business Research) ! But why they all rush on these short-lived boutiques? In accordance to this rise of pop-up stores, brands and companies, find locations where to start easily: some websites now put offers for empty premises for rent on a daily, weekly or monthly basis. Other experts provide pop-up store key in hand, with the store design and communication strategy at affordable prices. From the ephemeral basic store, to trendy pop-up concept stores, a complete sector has therefore been created to meet this new demand.

Models Own's Pop-Up Store

Models Own’s Pop-Up Store

There a four key factors that drive success in this particular industry. Brands and stores should take in consideration this in order to unsure there good entering of the market.

1 – Exclusivity: Be a small distributed brand in the catchment area.

2 – Web to store: Have a significant online audience/community

3 – Communicate effectively: Be a brand that has a strong communication potential

4 – News: Support a new product launch or a foreign brand that want to enter your country

The pop-up stores share many commonalities, among them the effort from brands to create real world around their products. In order for the visitor to have an immersive and innovative purchasing experience, brands are establishing creative and unconventional marketing methods in their pop-up stores.  For example, Nike open its pop -up store in New York in shape of a giant shoebox. This was created to support the launch of their new mobile app, the brand has offered a temporary store 100% digital. LED walls outside and inside, application test, Nike pop-up store immersing visitors into the universe of the brand.

Nike Pop-up Store NYC

Nike Pop-up Store NYC

Some brands take the initiative to open a temporary store in order to strengthen the relationship with customers and prospects. Indeed, the pop-up stores offer the opportunity for brands to be in direct contact with their target. There is no doubt that in the coming months, a wave of new pop-up stores will open, and in a close future those ephemeral stores will replace the closed windows of city centers boutiques and shopping centers.

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3 Responses to Pop-up store: a concept built to last?

  1. arnaudgd says:

    Do you think sales and profit of an ephemeral store is significant compared to fixed stores?
    Personally, I see it more as a marketing tool to promote and showcase their products, more than the future of retailing.

  2. lvermeulen says:

    Like Arnaudgd said, people might see ephemeral stores as marketing tools to promote and showcase their products but like these stores are small they can’t contain all the products of one brand (Nike for example). I think that they might be useful to redirect and invite customers to go and visit the fixed store of the brand. In my opinion, ephemeral stores are helpful to increase brand awareness and might generate a small part of the turnover.

  3. Maëlle Guyot says:

    I have to agree with what Arnaud said above, ephemeral stores are considered more as advertising tools that promote a small quantity of products in stores. Ephemeral stores are seen as very useful in branding as they can increase a brand’s sales and awareness. However, I believe fixed stores worth more than ephemeral ones. I mean can a brand get famous and increase their turnover thanks to ephemeral stores?

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