Written by Hanna Duncan, Intern, HJ-PR
Have you ever been walking in the mall and come across a new-looking store, then a few days go by and it’s already gone? This is a pop-up shop – and in an age where things are always coming and going, these shops do exactly that. They create a temporary store in hopes of promoting a brand and to create more awareness and engagement with the brand. Here are 3 big reasons why e-tailers should consider launching a pop-up shop:
Higher Engagement
Only have an online store at the moment, but considering opening up a brick-and-mortar location? You’re in luck – pop-ups are a great way to put this to the test! “When done right, pop-ups can boost your real world cred, help you connect with existing customers, and allow you to get in front of new customers.” (Nicasio Make your pop-up shop successful + 8 creative examples). Adding on to this, “the most popular results from pop-ups were improved market visibility (51%), increased sales (46%), and more social media engagement (46%).” (Keyes Pop-up shops are paying off for retailers).
Customer Experience
With a pop-up shop, you have the creativity and freedom to make the experience unforgettable for your customers. Warby Parker launched his first pop-up in 2013 by transforming an old school bus into a mobile store and driving around several different cities and engaging with new and old customers. It is a great way to strengthen the brand relationship with its customers and for being an online shop, it brings the brand to life in a real way that the customers have never experienced before.
Cost Effective
A great benefit to investing in a pop-up shop is that it is cost effective while still having a big impact on sales, and with less square footage the lower your rental rates would be. Another advantage are low overhead costs – With the nature of a pop-up shop being temporary, you do not need to spend as much on inventory, staff, and utilities.
As you can see, there are tons of advantages to having your own pop-up shop! Not only does it create higher engagement, it also gives the customers a real and interactive experience with the brand that builds the relationship with one and other that you cannot get solely online.
Check out some images from the recent Pop-Up shop we put together for our client Sprayground, taking place in the Fairfax district in Los Angeles for 10 days. Together with Sprayground, we spared no expense with this store aptly named ‘The Coliseum’, completely turning this iconic location into the most unique, eye-catching, Instagrammable, and mind-blowing shopping experience for visitors to get their hands on coveted Sprayground products. Visitors were able to enjoy amazing fashion, food, music and more.
Taking place on a basketball court in the middle of West Hollywood, together with LA Native and world renowned street artist Zermilion, Sprayground created the craziest design for this pop-up, once again pushing all the boundaries to create the impossible!!!!
