Retail’s New Pop Art
Are you wanting to get into the growing pop-up scene, but aren’t sure how?
Well, first things first, we applaud your decision to include this important retail channel into your sales and marketing mix! Pop-up stores are great places for testing concepts and products, getting feedback from new markets without the upfront rollout costs (Research says pop-up stores cost 80 per cent less to launch than a full-time store), and can also draw attention and drive hype around your brand.
But we also want to help make sure your pop-up makes your brand really…erm…pop.
And since these limited editions grace square ft. everywhere from Fifth Avenue to Berlin, we collected a few key learnings to peruse through right here.
Learning 1: Have A Clear Purpose
Why are you doing the pop-up at all?
It’s tempting to answer this with the triumvirate- Advertising, Engagement and Sales. However, those are the secret socks while your customer cares about the shoe. No one wants to see the practical measures you’ve taken to appear effortlessly casual.
This is about asking: What can this medium amplify? How can it be used to introduce more about your brand, a new concept, a new product? And if you’re smart, you’ll ask how a pop-up can help you get to know your customers better.
Peach & Lily are a Korean beauty company known for developing their business according to how customers respond to their products online.
It’s no surprise then that they have opted to make the most of the direct customer access that popups provide, so they can get quick feedback.
“The part of our business that we love exploring is how beauty is both functional and emotional, but the emotional elements of a product that speak to customers are challenging to [determine] online. For example, the feeling of silkiness or the scent of a spice could stir up drastically different emotions to different customers”, said founder Alicia Yoon.
Peach & Lily, therefore, use the pop-ups to gather customer-data in order to ensure they are getting the right product-market fit. They also tweak their offerings in response to the needs and preferences of their customers.
Learning 2: Be Timely
Retail seasons are about as predictable as the Gregorian calendar. We know they are guaranteed to change- and when they do, customers will be in the mood to try something new. So why don’t you?
Periods such as Fall/Winter, Spring/Summer and Back To School are perfect times to promote new products and attract new customers with themed pop-ups.
Just remember to do some research ahead of the time- you’ll need to target your locations.
Are your target market normally seen in the area?
Then you’ll need to engage with pop-up real estate agents to secure your coveted space at least 6 months in advance.
Learning 3: Equip Your Sales Soldiers
This is not about rounding up some students or backpackers to hand out pamphlets.
Though the pop-up is there for only a temporary time, your brand presence is playing the long game- so everyone on the floor should know the score.
This means whether you are using staff from your flagships to tend to the pop up, or training new associates who can be moved elsewhere afterward, they need to be well informed.
Pop-ups offer customers a new type of personal experience, so staff should be trained properly to live out this message and story, depending on what the pop-up concept and mission is.
This Storefront article by Alexandra Sheehan will help you do that.
Learning 4: Don’t Forget The Art
It’s a form-follows-function kind of thing. The shape of a building, floorspace or location should relate to, and even play with, extend or emphasize, the intended function or purpose.
So first analyze the space to understand how to best lead your visitors through it. Where do you want them to linger? What focal points are needed to draw their attention to certain displays or products? Where would the best spots be to enable your visitors to explore and interact with your brand?
Identify any friction points or problems that could be used to your advantage and then get cracking on your strategic and visual design. How can you visually represent your brand and achieve your strategic goals? These two must reinforce each other if you want them to deliver on your aesthetically immersive pop-up promise.
The 6 Dimensions of Retail Experiences model shows that every effort must be made to make a retail space appealing and captivating- so get creative with opportunities for people to enjoy the space.
Why not take inspiration from the smart spacial strategies shown by Bikini Berlin Pop-Up Mall.
As told to InsiderTrends, Bikini Berlin faced challenges around positioning, attendance, footfall and architecture – concerns that everyone who considers a pop-up store has.
Bikini Berlin was repositioned by Dan Pearlman, a multi-disciplinary team who specialises in the integrated process of design thinking and analysis in retail.
It now houses beautifully curated pop-ups and events complete with seating, swings, Wi-Fi and the biggest free co-working space in Berlin. Progress is ongoing, with analytical technologies helping Bikini Berlin to evolve as customer behaviours change.
We believe a reliable analytics system provides the bones for your pop-ups wonderful aesthetics and experiences. The result will elevate your brand and achieve your business goals.
Are you ready? Let us help measure more than just your pop-up sales – or simply just let us know its happening!