More and more of us are ‘popping in’ to pop-up stores created for us by designers. Not only is this a great way for customers to experience a new and exciting way to shop, but a beneficial way for designers to get their name seen in a temporary retail manifestation.
If new products can come and go then why can’t the stores that display them do the same?
7 Ways Designers Can Use Pop-Ups Stores to Grow
Here are 7 key issues for making pop-ups work for a growing business:
1. Element of Surprise with Pop-Ups
The ‘here today, gone tomorrow’ attitude leaves people almost panicked to be part of what’s happening quickly. This short window of opportunity ultimately forces customers into a ‘must have’ buy, encouraging spontaneous sales.
2. Branding and Pop-Ups
Pop-ups allow designers to extend their brand into the offline world. It is so easy to advertise online and forget that some customers will only respond to what they can see in front of them, something they can pick up and touch.
These temporary stores help ‘put a product to a name,’ in the form of physically viewing it within the real 3D world as opposed to a one dimensional image.
3. Love for Customers
The success gained from any business strongly reflects on customer understanding and consumer needs. Pop-ups allow designers to get up close and personal with their buyers, making them feel special with free giveaways, samples and competition offers as well as capturing their details for their email newsletters.
Pop-ups can also avoid those elements of larger stores that customers often dislike such as over-crowding, lack of stock and service and changing room queues. After all, a happy customer is a returning one, even with temporary stores, especially when they know where the next pop-up store location will be.
4. Product Experimentation with Pop-Ups
What better way to determine whether a product will successfully sell than to trial it within a non-permanent base?
The low-cost and temporary nature of pop-ups allows brands to engage in test marketing new products and promotions to determine future demands.
Supporting product development, pop-ups instantly give an honest representation to designers on whether or not items are going to promote new launches and alter financial accomplishment.
5. Practicality of Pop-Ups
With the recent recession leaving many empty retail outlets on both the high street and within shopping centres, rental rates have significantly fallen in some areas.
This can sometimes allow for designers to overtake a space for a short period of time at a reasonable price. Short-term leases are perfect for pop-up stores and for the affordable running of the business.
6. Stock Sales at Pop-Ups
Pop-ups can be a great way to shed end-of-season stock. These temporary stores are a way of selling old inventory that needs to move to look after vital cashflow, especially if positioned as a time-limited sale with numerous bargains.
Moving stock is vitally important for all businesses and especially true when new designs are coming in and so are their production bills.
7. Social Media and Main Stream Media Exposure for Pop-Ups
The media loves to write about anything out of the norm, with pop-ups being no exception. This exposure is invaluable to any designer and their business success and it’s vital to include the hot term “Pop-Ups” in your media press release.
Social media marketing via Facebook, Twitter and personal blogs can play a huge part in promoting these pop-up stores online. This generates a social media buzz and therefore links, helping to increase search rankings and a strong SEO.
Meet Victoria Kear
Meet Victoria Kear...
Victoria is a freelance Journalist and graduate in Writing Fashion & Culture from Southampton Solent University.
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