The Pop-Up Store trend has caused a global retail revolution. The possibilities are endless with a whole array of gourmet food concepts, designer fashion and interior design made accessible to the masses. Consumer interest has been built and retained by the temporal, unpredictable, and fun nature of the concept store. The following are 5 reasons why pop-ups are rapidly becoming a mainstay of our modern retail culture.
- Go as original and offbeat as you desire: Unique, and often more quirky environments can be created for Pop-Up Stores to engage consumers and build feelings of interactivity and relevance. It’s much easier to add the ‘quirk’ factor to a pop-up theme store compared with traditional retail which has more rigid constraints. The beauty of pop-ups is that things can go as diverse or as niche as you like. Check out this Seychelles sensation on the London street food scene for inspiration.
- It’s an entrepreneurial asset: Pop-Up Stores have become a great tool for entrepreneurs to start low-cost retail business models. These models are a natural fit with the entrepreneurial mindset of thinking outside traditional norms of business structures. Boxpark founder Roger Wade has gone so far as to say that pop-ups can save the ailing High Street, London. A free Pop-Up ‘university’ has even been set up in London aiming to deliver business education and practical guidance to the innovative start-ups in the city.
- Accessible designer goods: Pop-Up Spaces have become a revitalisation tool for urban environments and an incredibly effective and low-cost method of marketing new products to your selected demographic. In this way, designer items previously hidden away behind often-forbidding glass doors and famous names become visible to a wider market. Pop-ups are ‘democratising’ the retail industry.
- Connect with social media: The Pop-Up Model works extremely well also with social media, allowing businesses to connect instantly with customers and interact with them in real time; adding to the ‘cool factor’ of this model. It’s no coincidence that the rise in incidence of Pop-Up Stores have happened at the same time as the rise in social media channels. Twitter in particular is especially relevant for this style of retail, allowing customers to ‘tweet’ businesses, for Pop-Ups to publicise and generate interest in upcoming events and react quickly to any initial queries or growing pains. It is essential for businesses to monitor and respond to all comments from customers as quickly as possible, otherwise social media can be the cause of damage to your brand reputation.
- Capability for online delivery: There is fantastic potential for retailers to exploit the growth in online shopping by organizing ‘real time’ online delivery options through social media partner sites. Interior design and vintage home accessories are an area tipped for hot growth in the Pop-Up sector and has to date, in comparison to food retail, been relatively underdeveloped. Lamp Commerce allows shoppers to purchase antique lamps and instead of carrying the lamp home they can have it delivered for free within a certain distance. Customers could have the option to select chosen items through available tablets at the store site and order instantly, giving an ‘old-fashioned’ edge to a social media shopping experience.
There is definitely potential for massive innovation for Pop-Up Stores and the possibilities are only limited to what brands can imagine for their space.