The world of retail is in a state of rapid change. The ease and convenience of e-commerce has many shoppers avoiding traditional retail locations in favor of purchasing from their phone, tablet or desktop. The result can be seen in the closures of many brick-and-mortar retail locations. However, many retail experts believe that having a traditional retail presence is still essential to building brand value and gaining exposure to customers. So, how do you capture the attention of the consumer, without the long-term expense and commitment? One answer: pop-up shops.
Pop-ups stores showcase a brand for anywhere from 3 days to 3 months. While some traditional retail brands, like Target, have utilized the pop-up model, it is extremely valuable to those brands that live online. By creating a tangible presence, companies can enhance their relationship with their customers. According to one retail expert, "pop-up shops are that new, high touch way of getting in front of your customer, client or consumer." Many people also believe that pop-up shops are a more exciting way to shop because of the ability to create an exclusive experience that can go beyond classic retailing.
The pop-up shop is a fleeting experience, creating a not-to-miss opportunity to shop favorite brands in-store, as exemplified by the widely successful Kylie Cosmetics pop-up shops. The 20-year-old reality TV star has launched her own pop-up stores as well as put up stands in Topshop locations across the United States. The same is seen in the success of pop-ups for Goop, Gwyneth Paltrow’s lifestyle brand. Both Jenner and Paltrow have cultivated a strong fanbase for their respective brands. Their fans, while dedicated to online shopping, seem eager to interface with their brands in-person, and have flocked to the pop-up locations.
Some brands want to offer their customers something more than a retail pop-up. Blue Apron, a meal kit service, included cooking lessons in their pop-up, bringing in new recipes for the holiday season. The urgency to do as much as possible in their short run, is what makes pop-up shops successful and cost effective for retailers. With traditional retailers are taking note of this new trend, the power of the pop-up seems to be heating up.
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