Pop-Up Shops as a Marketing Tool for Retailers

152 Comments / By /

[simple-author-box]

Pop-Up Shops are short-term, temporary retail events that are “here today, gone tomorrow”. It is the temporary use of physical space to create a long term, lasting impression with potential customers. “The pop-up retail phenomenon, once known as flash retailing, has grown in recent years” say experts at Gordon James Realty, a local property management firm. Retail space for pop-up shops is rented for a fraction of the cost of a long-term space and is a cost-efficient way for a retailer to increase its brand awareness and make a profit.

Pop-ups are changing how commercial property owners are leasing their spaces; how big brands are launching new products and how online retailers are marketing the merchandise they sell online 1. Inquisitive customers enjoy pop-ups because there they can learn more about product they are buying – e.g. where, how and by whom the products were made. Online customers can enjoy the shopping experience by visiting Pop-Up shops of online retailers. It offers a physical space to touch, smell and try-out products that they’d searched online.

What are Pop-Up shops?

My first memory of a Pop-up shop was as a little boy at a school bazaar. The local fish-and-chips fast-food retailer has setup a stall, with the necessary fryers and other equipment from his store at the school. The sounds and smells that were coming from his pop-up stall will always stay with me. However, more formally:  A distinguishing feature of pop-up retail is its temporary nature, intentionally springing up, and disappearing quickly 2. Consequently Pop-up shops can further be described as follow:

  • The shops usually involve one retailer rather than a group of retailers, and are usually found in trade shows. The latest trend however, is that they are setup in unused open spaces, storefronts, or within existing stores.
  • They are a way for promoting selected products or brands in a temporary location and on a smaller scale than trade shows;
  • Pop-up shops may be open in only one location, and are designed to be open a few days to a year;
  • Customers are allowed to have unique, personalized interactions and experiences with brands at the shops; and
  • Pop-up shops employ brand representatives who have a lot of knowledge about the brand.

The benefits of Pop-up shops are according to Sriram Subramanian writing in ShoppinPal:

  • Low overhead costs – retailers can take advantage of prime retail space at the fraction of what it normally cost;
  • Lower risk – short term monthly leases, low initial expenses and flexibility in operations reduce the risk for retailers;
  • Higher brand awareness – people are interested in the sudden appearance of a store, especially if it offers something different;
  • Increase sales – by taking your store where your customers are and making it more convenient from them buying from you;
  • Extended reach for established retailers – reach into different locations and new market niches without having to establish new stores in those locations.

Let’s take a look how retailers may use pop-up shops strategically to their advantage.

 Bricks and Mortar retailers use Pop-Up Shops to stay competitive

The battle for Brick and Mortar retailers to survive against the virtual onslaught of their online counterparts has been discussed many times by this author (e.g. “Crossing the digital threshold – adding Clicks to Bricks for sustainable retail outcomes“). Hence some Bricks and Mortar retailers had to resort to Artificial Intelligence and using the Internet of Things to integrate digital technology to the physical stores.  However, resolute Bricks and Mortar retailers have found another innovative way to enhance the shopping experience of dwindling customers.

Pop-up shops that are strategically placed on shopping floors are appreciated by customers because of the positive hedonistic aspects thereof 2. Here they enjoy the excitement of the experience and the exposure to new, unique products. The Pop-up shop offers an interactive environment where the customers may communicate with knowledgeable brand representatives to gather information and share their perspectives.

A pop-up shop placed inside the retailer’s store can be used as a hub where customers can get more technical information about products and services. It gives them the opportunity to buy the retailer’s products online while they are in her shop.

Online Retailers use Pop-Up shops to let their customers feel, smell and taste their products

One of the big drawbacks that online retailers have is that their customers can’t feel, smell or taste their products online.  However, pop-up shops may help online retailers to bring their customers in touch with their products. Pop-up shops are ‘mobile’ and can relative easily be assembled in places where customer traffic is high.  They can be erected in shopping malls, at trade fairs etc.  Further, online retailers that sell niche products may choose to setup the pop-up shop close to their target customers.

The big online retailer Amazon.com has started to launch pop-up shops in multiple locations across the USA, according to Eugene Kim of the Business Insider. The pop-up shops reflect the company’s growing drive to reach consumers directly . Amazon.com does it through a variety of access points including retail storefronts, home delivery, and innovative devices.

Amazon’s Pop-up Shop

Concluding

Although pop-up shops are not new to retail, they are nowadays used more strategically as a marketing tool. Therefore retailers should ask themselves what they want to achieve with pop-up shops. Are the additional costs and benefits worth the effort? Also, the roll-out of pop-up shops need to be preceded with a focused marketing strategy. Therefore, tell the people in the vicinity of your planned pop-up shop about it . They need to know what they can find there, and what the benefits are for them.

Finally, the rise of pop-up shops can partly be ascribed to the ongoing digital disruption taking place in the retail marketplace.

Read also: Adding Bricks to Clicks – How to Choose a Site for your Physical Store

Notes

1 Baras, J. 2015. Popup Republic: How to Start Your Own Successful Pop-up Space, Shop, or Restaurant. John Wiley & Sons.

2 Kim, H., Fiore, A.M., Niehm, L.S. and Jeong, M. 2010. Psychographic characteristics affecting behavioral intentions towards pop-up retail. International Journal of Retail & Distribution Management, 38(2):133-154.

Images

Flickr

 

152 thoughts on “Pop-Up Shops as a Marketing Tool for Retailers”

  2. Garrett Hocker

    Hi there! This post couldn’t be written any better! Reading through this post reminds me of my previous room mate! He always kept talking about this. I will forward this article to him. Pretty sure he will have a good read. Thank you for sharing!

  3. Krista

    I am so happy to read this. This is the type of manual that needs to be given and not the accidental misinformation that is at the other blogs. Appreciate your sharing this greatest doc.

  4. شهرزاد فصل 3

    I’m interested to discover which site platform you have been using? I am having several small safety issues with the most recent blog dealing with free movies online for free so I’d like to find one thing a lot more risk-free. Have you got any solutions?

  6. ios 11 jailbreak

    I’m curious to learn what site system you have been using? I’m having a few slight security challenges with my latest website related to latest ios jailbreak so I would like to find a thing a lot more safe. Have you got any solutions?

  8. web site

    Hello I’m really excited I found out this blog, I really found you by accident, when I was searching on Bing for forex robot. Anyways I’m here right now and would simply enjoy to say cheers for a wonderful post and the overall fun site (I likewise like the theme), I don’t have the time to browse it all at the moment but I have saved it and also added the RSS feed, so once I have plenty of time I’ll be returning to go through a great deal more. Please do keep up the awesome job.

  15. Cat Kamar Tidur Sederhana

    Appreciating the hard work you invested in your blog and thorough facts you display. It is good to find a blog every now and then that is just not the similar expired rehashed information. Awesome read! We’ve bookmarked your webpage and I am adding your RSS feeds to my cottage home plans website.

  27. Reformas vitoria

    “Howdy very cool blog!! Guy.. Beautiful.. Superb.. I will bookmark your web site and take the feeds additionally…I’m satisfied to seek out so many helpful information here in the submit, we’d like work out extra strategies in this regard, thank you for sharing……”

  37. good

    Youre so cool! I dont suppose Ive read something like this before. So nice to find someone with some authentic thoughts on this subject. realy thank you for starting this up. this website is something that is wanted on the net, somebody with slightly originality. helpful job for bringing one thing new to the web!

  61. silkscarvesblog.com

    “I’m extremely impressed with your writing skills as well as with the layout on your weblog. Is this a paid theme or did you modify it yourself? Anyway keep up the nice quality writing, it is rare to see a nice blog like this one these days..”

  65. nike huarache

    I precisely wished to appreciate you all over again. I’m not certain the things I would have tried without the tricks contributed by you regarding such a situation. Previously it was the frustrating problem in my position, but discovering a new specialized tactic you managed it took me to weep over gladness. I am just grateful for this help and thus trust you really know what a great job you’re accomplishing educating most people using your web blog. I’m certain you haven’t met any of us.

  66. timberland shoes

    I together with my friends came looking through the excellent ideas located on your website and suddenly came up with a terrible suspicion I had not thanked the web blog owner for those strategies. Most of the young men had been very interested to study them and already have in actuality been tapping into them. Thank you for genuinely so accommodating and for opting for this form of outstanding guides most people are really eager to discover. My honest apologies for not expressing gratitude to earlier.

  68. nike foamposite

    I am also commenting to make you be aware of of the remarkable experience my wife’s princess went through studying your web page. She picked up several details, not to mention what it’s like to possess an excellent helping style to have others without difficulty know just exactly various extremely tough things. You truly did more than our own desires. Thank you for giving the practical, trustworthy, explanatory and cool tips on that topic to Gloria.

  69. yeezy boost 350

    I wanted to create you this little bit of observation to thank you yet again for your amazing guidelines you’ve discussed in this case. It is really unbelievably generous of you to convey extensively all that most of us would have distributed as an electronic book to make some cash for their own end, precisely since you could have done it in the event you desired. Those solutions as well served like the great way to fully grasp that some people have the identical passion the same as my own to know a great deal more around this problem. I am sure there are a lot more pleasant situations in the future for people who looked over your website.

  70. michael kors outlet online

    A lot of thanks for your own effort on this site. My aunt delights in conducting investigation and it is easy to understand why. All of us notice all concerning the lively form you convey sensible tips via this web site and therefore encourage response from the others on that issue then our own daughter is undoubtedly understanding a lot. Enjoy the remaining portion of the new year. You are always doing a very good job.

  72. cheap nhl jerseys

    I would like to express appreciation to you for bailing me out of such a difficulty. Just after researching through the world-wide-web and getting notions that were not productive, I figured my life was done. Living minus the approaches to the issues you’ve solved through your report is a serious case, and those which could have adversely damaged my entire career if I had not discovered the website. Your main knowledge and kindness in taking care of all the pieces was important. I am not sure what I would’ve done if I hadn’t come across such a solution like this. I can also at this point look forward to my future. Thanks a lot so much for your high quality and sensible help. I will not think twice to refer the sites to anyone who wants and needs guide about this situation.

  73. ray ban store

    Thanks so much for giving everyone such a special opportunity to discover important secrets from this blog. It can be very lovely plus jam-packed with a lot of fun for me personally and my office peers to visit the blog minimum 3 times in a week to learn the fresh things you will have. And of course, I’m also always happy with your special ideas you give. Selected 1 facts in this post are completely the most impressive I’ve had.

  75. paul george shoes

    I intended to write you that very small word to help give thanks over again on the extraordinary advice you have featured on this site. This is simply strangely generous of people like you to offer unhampered all that most people could have made available as an electronic book to help with making some cash on their own, most notably now that you might well have tried it in case you considered necessary. These ideas as well worked to provide a great way to recognize that other individuals have the same interest similar to my very own to find out whole lot more with reference to this matter. I am sure there are many more enjoyable instances up front for individuals that take a look at your website.

  77. hermes birkin

    My wife and i got very lucky Raymond managed to carry out his web research while using the ideas he came across from your web page. It’s not at all simplistic to just always be giving freely guides that most people might have been trying to sell. And we realize we need the website owner to give thanks to for that. The main explanations you made, the simple website navigation, the friendships you assist to instill – it’s everything terrific, and it’s really assisting our son in addition to the family do think this subject is thrilling, and that’s very serious. Thank you for all!

  78. supreme clothing

    I am also writing to make you know of the extraordinary discovery our child enjoyed reading through yuor web blog. She noticed a lot of details, not to mention how it is like to possess a wonderful coaching style to get certain people without difficulty learn specific tortuous topics. You truly surpassed my desires. I appreciate you for presenting the warm and helpful, dependable, edifying not to mention easy tips on this topic to Ethel.

  79. adidas ultra boost

    Thanks for each of your hard work on this website. Ellie really loves participating in investigation and it’s easy to see why. Many of us know all of the powerful means you make invaluable tips on your blog and in addition recommend response from people on the article and our own simple princess is understanding a lot of things. Enjoy the remaining portion of the new year. You’re the one doing a brilliant job.

  80. nike flyknit

    My husband and i were absolutely fulfilled that Michael managed to finish up his research with the ideas he was given through the weblog. It’s not at all simplistic to just possibly be freely giving guides the others could have been selling. Therefore we fully grasp we’ve got the website owner to be grateful to for this. All the illustrations you made, the easy website navigation, the relationships you assist to instill – it’s got all awesome, and it is helping our son and the family consider that the situation is thrilling, which is exceedingly fundamental. Thank you for everything!

  82. cheap nfl jerseys china

    I precisely desired to thank you very much all over again. I am not sure the things I could possibly have handled without these aspects shown by you concerning my subject matter. It had been a horrifying issue in my view, nevertheless being able to view your well-written tactic you treated the issue forced me to weep with joy. I’m thankful for your service and as well , have high hopes you recognize what a powerful job you are providing training the others with the aid of your blog. Probably you’ve never met all of us.

  83. chrome hearts outlet

    Thank you a lot for providing individuals with an extraordinarily splendid chance to read from this website. It is usually very pleasing and full of amusement for me personally and my office peers to visit your site no less than 3 times every week to learn the fresh guidance you have got. Not to mention, we’re certainly fascinated considering the eye-popping creative concepts served by you. Selected 4 facts in this article are really the most suitable we have all had.

  84. kobe shoes

    I simply had to appreciate you once more. I do not know the things that I could possibly have created in the absence of those smart ideas documented by you relating to this situation. Certainly was the frightening scenario in my position, but witnessing your well-written way you handled the issue made me to cry with joy. Extremely thankful for your guidance and as well , believe you comprehend what a great job you are always carrying out training some other people with the aid of your web blog. Most probably you haven’t encountered all of us.

  85. Ethereum

    “Hello There. I found your blog using msn. This is an extremely well written article. I’ll be sure to bookmark it and come back to read more of your useful info. Thanks for the post. I’ll certainly comeback.”

  86. basketball shoes

    I intended to create you one little word to help thank you very much yet again for these lovely ideas you have featured on this page. This has been wonderfully generous with people like you in giving extensively just what many individuals could have sold as an e book to end up making some dough for their own end, particularly since you could have tried it if you ever considered necessary. Those concepts in addition served as a fantastic way to fully grasp other people online have the identical passion just like my own to know the truth whole lot more on the subject of this matter. I’m sure there are thousands of more pleasant situations in the future for individuals who looked over your site.

  87. vans shoes

    I am also commenting to make you be aware of what a magnificent experience my cousin’s girl gained viewing yuor web blog. She learned such a lot of things, which include what it’s like to have a wonderful coaching mindset to have many others with ease gain knowledge of several tricky topics. You truly exceeded people’s expected results. I appreciate you for offering those warm and helpful, trusted, informative and easy thoughts on this topic to Kate.

  89. cheap jordans

    I must show my love for your kind-heartedness supporting visitors who need guidance on your concept. Your very own commitment to getting the message all-around became exceptionally significant and has frequently encouraged regular people like me to achieve their ambitions. This insightful useful information implies a lot to me and even more to my peers. Many thanks; from all of us.

  90. adidas ultra boost

    I must show my affection for your generosity giving support to people that must have assistance with your theme. Your real commitment to getting the message up and down had been especially beneficial and have encouraged many people much like me to arrive at their targets. Your personal warm and friendly help indicates much to me and further more to my peers. Warm regards; from each one of us.

  92. supreme hoodie

    Thanks for all of the hard work on this website. My mother take interest in engaging in investigation and it’s obvious why. My partner and i know all concerning the compelling method you provide efficient solutions by means of your website and in addition encourage response from other people on this concept plus our favorite simple princess is without question being taught a great deal. Have fun with the remaining portion of the year. You are carrying out a really great job.

  94. lebron 15

    My husband and i felt quite lucky when Raymond could finish up his web research through the entire ideas he grabbed through the web page. It is now and again perplexing just to find yourself giving freely guides which some other people may have been making money from. And we also discover we have the writer to thank because of that. Those illustrations you’ve made, the straightforward web site navigation, the friendships you will help instill – it is everything wonderful, and it’s facilitating our son in addition to our family believe that that matter is fun, and that’s exceptionally important. Thank you for the whole lot!

  96. kyrie shoes

    Thanks a lot for providing individuals with an exceptionally special opportunity to read critical reviews from this web site. It is usually so pleasing and as well , jam-packed with a good time for me personally and my office friends to search your web site on the least three times per week to study the newest stuff you will have. Of course, I am certainly pleased with the amazing hints you serve. Some 2 tips in this posting are truly the very best we’ve ever had.

  97. converse outlet store

    I as well as my buddies have been examining the excellent tricks located on your web page then quickly I got an awful feeling I had not thanked the site owner for those techniques. All the ladies appeared to be as a result stimulated to read through all of them and already have without a doubt been having fun with them. Thanks for truly being indeed thoughtful as well as for opting for this sort of really good subjects millions of individuals are really desperate to be informed on. Our sincere apologies for not expressing gratitude to you sooner.

  98. john wall shoes

    I wish to show my respect for your kindness supporting those people who need help with this one area. Your special dedication to getting the message all-around had become extremely informative and has in every case permitted others much like me to attain their aims. The helpful help and advice implies so much a person like me and a whole lot more to my office workers. Warm regards; from all of us.

  99. links of london

    I truly wanted to write down a note to be able to appreciate you for those superb solutions you are placing on this site. My considerable internet research has at the end of the day been recognized with reputable details to talk about with my friends. I ‘d mention that we visitors actually are definitely blessed to dwell in a perfect site with very many wonderful professionals with interesting solutions. I feel truly lucky to have come across your website and look forward to some more pleasurable minutes reading here. Thanks a lot once more for all the details.

  100. yeezy boost 350

    I have to show some thanks to you just for bailing me out of such a situation. Because of browsing throughout the world wide web and obtaining recommendations which are not beneficial, I believed my entire life was well over. Living minus the strategies to the difficulties you’ve solved by means of the site is a serious case, as well as the ones which may have in a wrong way affected my entire career if I hadn’t noticed your website. The competence and kindness in dealing with all the details was tremendous. I’m not sure what I would’ve done if I had not come across such a point like this. It’s possible to at this point relish my future. Thanks so much for the high quality and effective guide. I won’t think twice to refer your web blog to any person who will need counselling on this area.

  101. golden goose sneakers

    Needed to send you a little word so as to give many thanks once again for the magnificent information you have featured at this time. It has been so wonderfully open-handed of you to present openly just what many people could have offered for an e book to help with making some profit for themselves, primarily seeing that you might have tried it in case you considered necessary. Those secrets also worked as a fantastic way to be sure that most people have the identical dream much like my very own to know the truth much more concerning this condition. I am sure there are many more fun situations up front for many who start reading your site.

  103. authentic jordans

    I must express my respect for your kind-heartedness in support of individuals who must have help with this important area of interest. Your very own commitment to passing the solution all around appears to be rather functional and have allowed some individuals much like me to get to their ambitions. The helpful instruction denotes so much to me and even further to my office colleagues. Thank you; from all of us.

  104. tom ford glasses

    I not to mention my pals happened to be looking through the excellent secrets and techniques found on your website then all of a sudden I had a horrible feeling I had not expressed respect to the site owner for those tips. All of the people are already so excited to learn them and have now very much been using these things. Appreciate your genuinely so thoughtful and also for making a choice on some magnificent subjects millions of individuals are really needing to know about. Our honest regret for not saying thanks to you sooner.

  105. asics gel kayano

    I really wanted to compose a quick remark to say thanks to you for those great information you are giving out on this site. My time intensive internet search has at the end of the day been paid with professional concept to go over with my contacts. I ‘d state that that many of us visitors actually are really blessed to live in a notable place with many lovely people with insightful guidelines. I feel extremely blessed to have seen your entire site and look forward to really more entertaining moments reading here. Thanks again for all the details.

  106. lebron 14

    I intended to post you this very small word just to thank you so much as before for your personal remarkable methods you have featured above. This is certainly extremely open-handed with you to convey unreservedly all that many individuals would have advertised as an e-book in making some profit for their own end, precisely considering that you might have done it if you ever considered necessary. The suggestions as well worked to provide a great way to fully grasp that the rest have a similar desire similar to mine to realize a good deal more with regards to this condition. I’m sure there are some more fun situations up front for those who view your website.

  108. mlb jerseys

    I wanted to post you a very small note to finally say thank you as before regarding the superb suggestions you’ve documented on this website. This has been simply pretty generous of people like you giving without restraint what a lot of folks would’ve offered for sale as an ebook to end up making some dough for their own end, particularly considering that you could have tried it if you wanted. Those secrets likewise acted like the good way to recognize that some people have similar dreams similar to my own to see much more pertaining to this condition. I think there are thousands of more enjoyable occasions ahead for many who take a look at your blog post.

  110. hermes belt

    I and my pals were reading through the best hints located on your web blog and quickly I got a horrible feeling I had not thanked the website owner for them. Most of the young men were definitely as a result excited to read through all of them and already have clearly been enjoying them. Thank you for turning out to be indeed helpful and then for picking such impressive ideas most people are really desperate to be aware of. Our honest regret for not expressing appreciation to you earlier.

  111. yeezy boost

    I have to convey my respect for your kind-heartedness in support of those individuals that require guidance on this important issue. Your very own dedication to getting the message up and down turned out to be astonishingly practical and has specifically made folks like me to arrive at their dreams. Your personal interesting recommendations signifies a whole lot a person like me and even further to my fellow workers. Many thanks; from each one of us.

  113. gucci belts

    Thank you a lot for providing individuals with remarkably splendid opportunity to read critical reviews from this site. It is often very brilliant and jam-packed with fun for me and my office colleagues to search your website nearly three times in a week to find out the fresh guidance you will have. And lastly, I’m so certainly satisfied concerning the breathtaking solutions you serve. Some 1 ideas in this post are honestly the very best I’ve had.

  114. NECO Result

    “Hey there, I think your site might be having browser compatibility issues. When I look at your website in Chrome, it looks fine but when opening in Internet Explorer, it has some overlapping. I just wanted to give you a quick heads up! Other then that, terrific blog!”

  116. yeezy shoes

    Thank you so much for giving everyone a very wonderful possiblity to read critical reviews from this site. It is often very nice and as well , stuffed with a lot of fun for me personally and my office friends to search the blog on the least 3 times in a week to see the fresh secrets you will have. And of course, I am also always contented with all the cool points you give. Some 2 tips in this posting are really the finest we have all ever had.

  117. adidas superstar shoes

    I needed to post you this very little word to help say thanks yet again considering the breathtaking things you’ve shared in this article. This has been quite tremendously open-handed of people like you to allow unreservedly what many individuals would have advertised as an e-book to generate some bucks on their own, most importantly considering the fact that you might have tried it in case you decided. These good ideas additionally served like a easy way to fully grasp that the rest have the identical zeal much like my own to find out lots more regarding this matter. Certainly there are numerous more enjoyable moments in the future for many who view your site.

  119. yeezy boost 350 v2

    I precisely wished to thank you so much once more. I do not know the things I could possibly have handled in the absence of the entire hints discussed by you about such area. Entirely was the frustrating dilemma for me, but seeing a new skilled mode you processed that forced me to cry for fulfillment. Now i’m happy for your support and even trust you find out what an amazing job you were doing instructing people with the aid of your webblog. I am certain you have never met all of us.

  120. yeezy boost 350

    I enjoy you because of all of your effort on this website. My aunt really likes managing investigation and it’s simple to grasp why. Most people know all about the compelling ways you provide very helpful tips through your blog and therefore inspire response from people on that concept so our girl is actually studying a lot of things. Take advantage of the rest of the new year. You are performing a remarkable job.

  121. jordan retro 13

    Thank you for all your valuable labor on this web page. Betty takes pleasure in doing internet research and it’s easy to see why. A lot of people notice all concerning the dynamic mode you produce helpful secrets through your blog and inspire contribution from other individuals on that theme while our princess has always been starting to learn a lot of things. Take pleasure in the rest of the new year. You have been doing a really great job.

  122. balenciaga shoes

    I am just writing to let you be aware of of the excellent discovery my princess gained using the blog. She learned a good number of things, including what it’s like to possess an ideal helping mindset to have most people with no trouble thoroughly grasp certain extremely tough subject areas. You really surpassed our expectations. Many thanks for providing these valuable, dependable, edifying and fun guidance on your topic to Kate.

  125. oakley sunglasses

    I enjoy you because of your entire labor on this blog. My mother takes pleasure in managing research and it’s easy to understand why. Almost all hear all concerning the powerful way you produce good techniques by means of the web blog and as well as recommend response from visitors on this theme plus our favorite girl is certainly starting to learn so much. Enjoy the rest of the new year. You’re the one carrying out a very good job.

Leave a Comment

Scroll to Top