Pop-up retail, also known as pop-up store or flash retailing, is a trend of opening short-term sales spaces. A pop-up store space is a venue that is temporary, the space could be used for a sample one-day sale or most familiar the seasonal pop-up store, slated for a month or so, to market holidays such as Halloween and Christmas. Pop-up stores are used for marketing and building and awareness of a brand and / or product.
There are many benefits tied to pop-up stores. Pop-up stores allow for interactive branding, product testing, market (location) testing, low cost overhead (no long-term lease), low risk investment, buzz generation through social media interaction and promotion (Facebook, Instagram, Pinterest, Twitter, etc.), and most importantly an experiential experience for potential / current / past customers.
Pop-up stores create an experience and space customers do not currently get on-line or at a permanent brick and mortar location. This new experience provided by pop-up stores is due to a different form of interaction with a brand / product. The difference can come from the location (coliseum, park, office building, etc.) and the ability to touch, feel, and try on. One such example was a pop-up store created by Clarins in Shanghai, China.
Clarins’ pop-up store gave customers the ultimate experiential experience. Their pop-up store provided the customer with many interactive experiences. Tompkins’ team members were most intrigued by the “magic mirror” (a term branded by Alibaba). The magic mirror provided an interactive experience allowing the customer to take an image of themselves. The image could then be transpired with a new look, showing what the customer would look like in one of their Four Color Eyeshadow Palettes, the 19 different Joli Rouge Lipstick color offerings, and the Bronzing Duo Powder Compact. This is one example of the experiential customer experiences that has now become increasingly popular and important to customers.
Brands / products can and do many other experiential things within a pop-up store. We have seen pop-up stores where a customer can taste food, try on clothes / shoes, test visual effects on a computer or video game, try out a new form of communication, design items to fit their needs, and much more.
Alibaba is adding pop-up stores within stores to allow customers to have an experiential experience and improve their overall shopping experience. Alibaba tested 60 futuristic pop-up stores across China for Singles Day 2017.
Pop-up stores need to be considered. They allow a new form of interaction with customers, help with a new needed retail model, provide a new experience for customers, and can gain new customer loyalty. The new retail model will result in increased profitability for retailers, increased customer satisfaction, and the evolution of a seamless and integrated ecosystem experience regardless of the channel. To achieve these results a total reinvention of your supply chain is required.