Have you ever walked into a public space like a shopping mall or a physical space just to see branded shops and temporary retail outlets by a brand and in the next one week, you don’t see them anymore? Yes, that is what a pop-up shop is.
Pop-up shops are temporary retail spaces that can be used to promote and sell products of all types, ranging from food and drinks to clothing, gifts or other merchandise. The fact that it provides an amazing opportunity for massive sales, educating, and getting to know your audience makes it one of the best marketing strategies.
However, before thinking of doing a pop-up, it is important to ask yourself the following questions:
- Can I afford a pop-up shop?
- Do I know my brand message?
- Do I truly know my customers?
- Do I have the time to launch a pop-up shop?
- To be ready for a pop-up launch, your answer to all the questions above should be yes! Answering no to any of the questions means you need to create a plan that will help get ready.
Benefits Of Having a Pop-up Shop
There are several reasons to consider opening a pop-up shop. For new fashion brands, pop-up shops also called temporary retail is an effective way of building awareness for your brand. Let’s consider some more specific reasons;
Pop-Up Shops Are Cost-Effective
Asides from the new online methods of marketing, pop-up shops have proven to serve as an effective offline sales strategy. They have the potential of generating huge sales while simultaneously being cost-effective.
The short life span of these stores makes them cost-effective when compared to the traditional storefronts. Other reasons include:
- Less square footage
- Shorter rental period
- Lower cost of expenses
- No extra storage needed
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You Engage Your Customers Online and Offline
Pop-up shops provide a reliable means of engaging with your customers offline if you run an online business. Here comes one mistake most online business owners make; neglecting the offline form of their business. To achieve proper brand recognition that leads to massive sales, it is important to engage shoppers both online and offline with a multichannel sales strategy.
You Can Test Out New Products/Markets
Due to their cost-effective nature and smaller financial requirements, pop up shops are very useful when it comes to testing out new markets and products. Its temporary nature helps build brand awareness before they open a full and permanent store. Brands can build brand awareness with pop up shops through the following:
- Use face-to-face interactions to engage customers
- Use social media before, during and after your pop-up event
- Hold special events
- Use creative online marketing techniques
Additional Revenue Stream
Launching a pop-up store gives you another source of revenue asides from your online business. While your business continues to receive orders from either your e-commerce site or other social media platforms, you can simultaneously make money offline from your pop-up shops.
- Pop-Up Shop Ideas
- Rent on-brand decor
- Allow customers to interact with your products
- Put up a sidewalk sign
- Serve drinks and bites
- Hand out branded baskets or tote bags
- Invite special guests
- Choose an outside-the-box venue
- Set up photo booths
- Host product demos
The main aim of pop-up shops are achieved when they offer a unique customer experience, sell the brand identity, increase brand awareness and serve as the connection between the online shop and the physical stores. So long as the fashion industry continues to use pop-up shops to innovate, the industry will continue to thrive. -The Store Front.