{"id":14712,"date":"2016-07-07T09:36:08","date_gmt":"2016-07-07T09:36:08","guid":{"rendered":"http:\/\/blog.thestorefront.test\/4-ways-think-big-pop-experience\/"},"modified":"2019-03-18T00:05:06","modified_gmt":"2019-03-18T00:05:06","slug":"4-ways-think-big-pop-experience","status":"publish","type":"post","link":"http:\/\/167.172.135.46\/fr\/4-ways-think-big-pop-experience\/","title":{"rendered":"4 Ways to Think Big About Your Pop Up Experience"},"content":{"rendered":"
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\u00a0Pop-up shops are a viable retail trend and win-win solution for both brands and consumers. The ready availability of temporary retail space permits everyone \u2014\u00a0from established wholesalers, to web-based brands, to crafters ready to turn pro \u2014 the new ability to dip a toe into the wonderful world of retail. However without prior bricks & mortar experience, it can be easy to make the mistake of project planning with a too-narrow focus.\u00a0\u00a0While the original impetus to launch a pop-up might be to generate buzz, jumpstart high-margin sales, or create a splashy new product launch, it\u2019s important to consider beforehand all the benefits of a pop-up presence.\u00a0\u00a0Knowing what kind of intelligence you can realistically glean from an ephemeral retail presence will help you get the most out of this project.<\/p>\n

So what data can you gain for your own pop-up store?\u00a0\u00a0Lots.<\/p>\n

Consumer metrics.<\/strong>\u00a0Online surveys and peer reviews (think Amazon or Yelp) provide valuable insight, but is that the insight you need?\u00a0\u00a0More often it\u2019s important to know why a product isn\u2019t selling rather than what\u2019s right or wrong about the SKU that did sell. And since customers don\u2019t provide feedback on products that they haven\u2019t purchased, the only way to find out why red is outselling blue is to be on the sales floor with a trained-to-analyze sales staff as your extra eyes and ears on the ground.<\/p>\n

Customer acquisition.\u00a0<\/strong>A purchase ends when a customer puts away their debit card.\u00a0\u00a0But years of marketing, dialogue and potential sales begins when an email is captured. It\u2019s very easy to click away a \u201csign up here for our newsletter\u201d box online, but quite difficult to refuse a friendly sales associate who offers a discount or other incentive in exchange for email & demographic information.<\/p>\n

Regional demographics.<\/strong>\u00a0Raw sales are very narrow parameter of a SKUs success.\u00a0\u00a0In the current retail paradigm, launch a new range in five test market retail doors and you\u2019re relying on the retailer\u2019s data, usually a sell-through report issued a week after then fact.\u00a0\u00a0Brands receive no information on external contributing factors (foot traffic, weather, economy, relative brand positioning), no access to consumer engagement (reaction to price, packaging, merchandising), and limited info on the sales that do happen. But launch five pop-ups in five varied regions and you\u2019ll be able to survey first-hand holistic results.<\/p>\n

Successful strategies for cultivating brand loyalty.<\/strong>\u00a0Think of your brand like a debutant at a coming out ball.\u00a0\u00a0Pop-up shops are a formal introduction of your brand to you customer, so it\u2019s important to make a more meaningful statement than \u201cWelcome! Here are some products on a shelf.\u201d\u00a0\u00a0Take this opportunity to educate your customer about your corporate giving program, the story behind your logo, the rich heritage of your brand or provide a memorable retail experience.<\/p>\n

Consideration given to these priorities in the pre-production stages of your pop-up store will help you build your systems and campaigns (POS reporting, social media, B2C marketing) to support not just sales, but also valuable data.<\/p>\n

Gentry Lane<\/a> helps brands maximize profits and minimize risk for their pop-up projects. She is also the CEO\/Founder of Le Pop Up, a 3000-sq. foot \u201cRetail as a Service\u201d permanent pop-up boutique opening in vibrant Downtown LA in Spring 2014.<\/em><\/p>\n<\/div>\n