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Retail Trends
The Jeweller
John Lewis Christmas Emporium
So, what exactly is a pop-up? In short, pop-up shops are stores that ‘pop up’ for a limited time to achieve a particular goal. They are short-term outlets that allow businesses to test out their brand and product delivery before establishing a long-term physical retail store. This type of retail is becoming more common as brands look for unique and engaging ways to increase awareness while giving them the opportunity to experiment with less risk. The Christmas Emporiums that John Lewis has created across 10 of its UK stores aim to give a one-stop festive shopping experience with in-store events, workshops and personalised gifting opportunities.
The benefits of establishing short-term physical locations Retailers most commonly opt to open a popup to generate buzz and awareness of their services, offerings or even just their brand. However, pop-ups can also increase sales and social media engagement as well as boost online visibility as a result of positive customer engagement and expansion of reach.
With a pop-up being temporary by nature, customers are a lot less likely to delay their purchasing, just in case they miss out! Setting up for a limited time in a temporary location in an area that generally has high footfall can give your consumers a sense of urgency and drive sales quickly. Taking that FOMO one step further, a popup event is a great opportunity to show off a new product or range launch. Not only do you generate excitement, but consumers are also more likely to attend and purchase to ensure they’re able to get their hands on a product before it sells out.
From clicks to bricks – how e-commerce can benefit Pop-ups can be especially beneficial for e-commerce businesses because they offer brand exposure in a new space with the intention of attracting an audience that wasn’t being captured in previous marketing efforts. It can also be a great tester project for e-tailers looking to experiment with brick-and-mortar spaces, providing an understanding of how their brand might perform in this market.
As the world becomes more digitally focused, it’s more difficult for brands to stand out against their competitors. Younger consumers crave novel, interesting experiences, and combined with the changing landscape of the traditional high street battling online giants, it’s the perfect scenario for the pop-up economy to prosper.
Although the digital evolution has catapulted consumer purchasing through online platforms, a large number of retail sales are still in store, and as Covid-19 restrictions lifted in the UK, shopping centres saw footfall dramatically increase. Online stores should consider physical retail opportunities, even if temporary, as part of their strategy to build awareness of their brand and to incorporate a new sales channel. Pop-ups allow e-commerce businesses to translate their offering easily to a physical store while experimenting with their desired shopping experience. This can be done without having to commit to a longterm design and expense. Transitioning from an online-only space to a pop-up retail location can also drive more online traffic by building strong customer experiences, new audiences and retention and loyalty with existing valued customers.
Big players in the pop-up game Anyone can open and create noise through a pop-up, from a small independent greeting card supplier to a luxury fashion
