The rise of pop-up stores (2023)

Pop-up stores offer a whirlwind of excitement for any business owner. From choosing the perfect location, decorating and branding the space, building buzz on social media, and finally opening the doors, these experiences are a unique way to connect with new customers and show them what you've got.

The biggest advantage for customers is exclusivity.¹Opening a pop-up store allows you to offer unique products and experiences that will make your customer base feel included in something special. However, 49% of emerging customers are there for curiosity and entertainment.¹So it's up to you as a pop-up owner to deliver an unforgettable experience that makes you money and keeps your customers happy.

Pop-up stores are nothing new. It is common for seasonal Halloween decoration and costume stores to appear in empty stores during September and October. However, the trend towards temporary display cases has increased in recent years. For example, extra thousand²Halloween stores opened in 2019 compared to 10 years ago.

And during COVID-19 social distancing protocols, pop-up stores have allowed brands to open a small temporary or outdoor storefront where social distancing can be easily enforced.

So what's behind this growing trend? Next, we will look at the growing trend of temporary windows, a bubble that is unlikely to burst.

What is a popup store?

As the name suggests, a pop-up store is a temporary stationary space where brands can connect face-to-face with customers or a store that "pops" for a short period of time. Typically, brands that don't have a physical store choose to host a pop-up store to give their customers the opportunity to interact with them in person. But even brands that already have a brick-and-mortar store sometimes use pop-up stores to promote a new offering or to engage with customers in a short, informal way.

Why Host a Pop Up Store?

Hosting a popup experience has many benefits. In the age of COVID, outdoor popups have helped brands that cannot afford a physical indoor space stay connected with their customer base. But even before social distancing began, these stores were already helping brands connect, advertise and get their name out there.

Some advantages of pop-up stores:

• Create connections with your existing customers
• Promote a new product or offer
• Introduce your business to new potential customers
• Enable customers to physically shop at a traditional online store
• Engage consumers through social media or news articles.
• Test the waters before opening a physical store
• Feature seasonal products and deals to grab attention.
• Provide a smaller, socially distant retail experience

What makes a successful pop-up store?

A good pop-up store will attract customers to your brand and help with name recognition. Pop-ups not only increase sales, but also provide an opportunity to build connections and establish yourself as a member of a community.

So how can you be sure all your boxes are ticked with your popup? It all starts with a good brand and a clear goal.

Marketing

When you open your doors, you want customers to be there. Marketing is essential to promote your brand and attract customers to your store. In most cases, audiences for pop-up stores are generated through social media and word of mouth. A few months or weeks before the event, you should start posting thumbnails with fun, eye-catching photos and maybe even a hashtag unique to the event.

Unless you're a big brand, chances are you won't attract the audience you want without advertising. You can still make your event surprising and exciting by revealing your store location and opening hours without revealing all the details of the social media experience first.

Marketing for your pop-up can benefit from a combination of virtual and physical techniques. Some ways to market your popup:

• Paid advertising on Instagram, Twitter and Facebook
• A Facebook event
• a billboard
• signs at a bus stop
• Flyers in the public area
• Create a hashtag to use on social media
• Place advertisements in local newspapers and magazines.
• Access your email list

These ideas blend the virtual with the physical, allowing for maximum exposure.

client connections

Ultimately, a pop-up store can be more than just an opportunity to earn some extra cash. Creating a physical space where customers can experience your product or service and gain insight into the business can help build lasting relationships, leading to increased brand and business awareness.

Connect with customers through your pop-up window, ensuring each visitor receives personalized attention from the team. You can also give them the option to sign up for a mailing list or follow your social media accounts while at the company to build a lasting bond.

An accessible location and hours of operation

Finding the right location is crucial. Familiarizing yourself with the city you're showing up in will help you determine where it makes the most sense to settle down - you'll want to.Choose a temporary retail locationThis has a good mix of car and pedestrian traffic, as well as ample parking. Starting with a Google search for "[city name] + temporary commercial space" you can start finding viable spaces to set up.

Some placement options for a pop-up window:

• An existing empty showcase
• A gallery or event space.
• A special pop-up area
• An outdoor mall or park
• An existing business where you can establish yourself
• Uma van móvel ou caminhão

From there, you need to make sure your work schedule makes sense for your market. If you're trying to attract business people, if you're only open Monday through Friday, 9am to 5pm, chances are you won't convert. Be available for several hours depending on the deal you want to get.

A unique experience

While your main goal is to make money and build your customer base, the people who visit your pop-up store are there for the experience. You want to offer your guests something interesting, attractive and fun. This will help keep people in your business, but it will also build excitement.

You can add an interactive experience, live music or a photo booth with fun props to help people have fun and tell their friends. Whichever path you choose, make sure your options for entertainment and intrigue are unique and easy to understand.

A strong Wi-Fi connection

Since social media will help build hype for your popup, make sure your guests can sign up quickly and easily. This helps them share your event posts, photos, and status updates to engage a wider audience.

Also, your POS system is likely connected to Wi-Fi via a portable or mobile service. A strong Internet connection ensures that you can complete transactions quickly and easily, avoiding headaches and saving your guests time.

Real pop-up store examples and lessons from the best

Big brands have used pop-up stores to promote new products, connect with customers and build excitement. Let's look at some successful examples.

brighter

Makeup brand Glossier has opened pop-up stores across the US to give customers a brick-and-mortar location to shop alongside the brand's three brick-and-mortar locations in New York, Los Angeles and London. As Glossier's products are not available in cosmetics chains, most of the brand's sales are made online. These pop-up stores allowed customers to purchase products in a retail space that mimicked the brand's iconic minimalist branding and light pink color scheme.

Lesson learned:Ecommerce stores can use pop-up stores to provide their customers with a physical space to view their products.

IKEA gaming snack bar

As part of its mission to make its stores more accessible and fun for everyone, IKEA uses pop-up stores to offer a smaller, fun shopping experience than its department stores.

One of the store's pop-ups, Play Cafe, focused on the company's food offerings. IKEA served up its famous Swedish meatballs and invited guests to dine and be entertained in its pop-up area. However, the company's kitchen and dining room furniture, appliances and glassware were also on display.

Lesson learned:Align your pop-up shop with an aspect of your business to promote one of your offerings.

barkshop live

People love their pets. At BarkShop Live, Bark &​​Co. - makers of the BarkBox dog toy and subscription treat box - dogs to buy for themselves. BarkShop Live provided an open area where visiting dogs could try out different toys. Then, using a special tracking belt that was synced to the owner's phone, which was attached to each dog's playtime, owners were able to find out which toy their dog liked best.

Through the use of technology and its unique idea, BarkShop Live not only provided a fun place for dogs to play, but also provided owners with personalized information about their furry friends.

Lesson learned:Technology can help improve your popup to make it more interactive and personal.

Pantone-Coffee

The Pantone Cafe was a bright and colorful pop-up shop that deviated from the company's typical color-fanatical offering to serve snacks and coffee. The pop-up was housed in a room painted in some of the company's color swatches, and they designed the building and products with the company's stylish branding in mind. Menu items were also given numerical code names of some of the company's colors.

While the coffee shop wasn't directly aligned with the company's product offering, it did create a buzz and drive more traffic to the site. Plus, they offered a colorful, social media-friendly aesthetic that inspired people to take pictures and share them.

Lesson learned:It's okay to deviate from your typical product offering to create something unique and shareable.

penguin books

Running your popup on advertised holidays can help build excitement and establish your business as a thoughtful and influential company. Like more than 50%³of Gen Z shoppers say that knowing a brand is socially aware influences their purchasing decisions. Championing a cause can actually be good for business.

Penguin Books did just that with its International Women's Day pop-up store, which featured women-led authors and panels. The bookseller also donated the money raised from ticket sales to a support center for women.

Lesson learned:Aligning your popup with a holiday or occasion can help create a positive impression.

A pop-up shop is an exciting way for a brand to build their audience and showcase their offerings, but it's also fun! Before diving into any retail experience, be it temporary or permanent, make sure you have thisbusiness insuranceto deal with anything that comes your way. Keep reading for more infographic tips.

Sources:

1. Consumer reasons for buying from pop-up stores
2. Pop-up-Palooza
3. NMI publishes data in specific press releases to help marketers acquire Gen Z followers