Posted on by adrienneagain

Pop up stores, how do you stay in the game?

The idea of pop-up store, also known as flash retailing, was created in the 90s and has been used ever since. It’s a great way of engaging with audiences and testing new products. We all know locations matters, but as digital marketers, what are some marketing tools we can use to help pop-up store experience a remarkable one?

pop-up-stores-adidas-shoebox

(adidas pop up store, source: Mumbrella)

As I mentioned last time to make good use of hashtags in your social media platform, you can also produce a few fun videos to attract customers, which is to use the technique of video marketing. Statistics has shown that 95% of viewers retains messages through videos, compared to 10% when reading in text.

(Video created by Astound Group promotes Nike pop-up store, source: Youtube)

Furthermore, word-of-mouth spread between consumers is still one of the most impactful methods of marketing, just that it’s online now in the 21st century. Creating contents that are interesting and insightful draws consumers’ attention and hopefully they can go viral!

Another suggestion is to embed augmented reality in store to create engagement and interactions. With the aid of technology, brands can better provide consumers insights, allowing retailers to deliver catalogues and products within seconds. Let’s look at the example below:

(Mircrosoft HoloLens with Volvo Cars, source:  Youtube)

What do you think of the above techniques? Do you have any other suggestions for pop-up stores promotions?

 

(Cover image source: Storefront)

13 Replies to “Pop up stores, how do you stay in the game?”

  1. I think pop-up stores can also use VR technology to enhance customer experiences! This may include leaving “prizes” for customers to find in the pop-up stores, I believe it can not only make the whole visiting fun and interactive but also increase customer’s awareness to the product/service!!

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      1. Or they can be rewarded if they successfully unlock the “challenges” from the VR technology! By giving prizes customers will be more motivated to play VR in your store!

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  2. That’s so cool!! Great post 🙂

    I use to work in a shopping centre and have seen the popularity of pop-up stores, or public marketing work hand in hand in order to gain views of many.

    I also see that Facebook can help boost the visitation of these pop-up stores, especially if the news of them circulates around groups of friends tagging each other to go visit. I also believe that a positive experience, can boost retention rates of the brand so you are correct!

    If you don’t mind, ‘popping’ by my page to see what’s ‘up’ I’d greatly appreciate that.

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    1. Hi thanks for coming by! I agree with your thoughts on tagging people on facebook as I always does that haha! and of course I don’t mind, see you at your blog! Feel free to check out my other articles:))

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  3. Interesting post Adreienne! First time I’ve seen something like this, and the giant shoe box looks amazing. With an attraction such as this I don’t think a brand would have any trouble at all gaining consumer eyeballs and visits regardless of what’s inside of it. So the way I see it is, it’s not about what you’re promoting, but rather how you’re promoting it, which is why I think AR and VR and content marketing in general is gaining so much traction. Its appealing to consumers and different from what they’re used to.

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    1. Hi Eric thanks for the comment! With the aid of AR and VR, consumers can relatively pay more attention then the traditional ways of pop-ups. And as you mentioned on content marketing, providing them deeper insights satisfies beyond their needs and this is what digital marketers should work towards.

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  4. I like pop-up stores because of the idea that they offer a small glimpse into the existing range of offered products and sneak peaks of new products, and it doesn’t require your full commitment to purchase intent as you’re free to base your decision-making and judgement on how the store interacts with you as a consumer. I think using AR technology would be the best way to improve pop-up stores by offering exclusive insights and statistics for those who are really interested in the products, ensuring that consumers are engaged and increasing possibilities of sales through word-of-mouth.

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  5. Great post Adrienne! I think pop up stores, and the above digital marketing techniques that you identified above that can be used for pop up stores is a great way to attract consumers toward your brand, as well as gain new customers. I think a great way to utilize pop up stores would be to give “first in” previews and insights such as promotions and deals to customers who come to pop up stores.
    As said above, I also think AR and VR is a great way to engage customers in pop up stores, as it is not only fun and engaging which will increase word of mouth and the potential for the pop up store to go viral as you said before, but provides customers with that sneak peak they may be seeking in pop up stores.

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  6. Fantastic topic! Actually this is my first time heard about pop up stores. Thanks for introducing that! And I definitely wanna try shopping at those fancy shores. Also I think those pop up stores should do some ‘touch ground’ promotions. So that increase awareness. Expand the impact on people like me who haven’t try this before. Probably use social media influencers to do that as well. Just that people know about it.

    And VR&AR are good technology to use as well.

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  7. Interesting topic Adrienne! I love the idea of pop up stores, they really play into the idea of FOMO marketing and can be very captivating given the amount of creativity and though put into their construction. I think more brands should create for exclusive pop up stores not only to generate brand awareness but also consumer curiosity. I for one would be very curious about a random pop up store with a mysterious and exclusive product.

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