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How pop up stores are changing retail?

Updated: May 8


With the emergence of online commerce, retail trade is set to evolve in order to respond to a

strong expectation expressed by consumers, which is to favor advice and support in stores.

To respond to this, the innovative pop-up store solution appeals to brands that want to enhance their products by creating a unique customer experience.


A pop-up shop is a temporary storefront space often operated by an online merchant or new

brand owner. Pop-up stores have become more prevalent in recent years and continue to

grow in popularity . These short-term retail environments (from 1 day to few months) enable

customers to experience products firsthand. Ecommerce merchants and new brand owners

often use pop-up shops to reach new customers and test out a physical retail environment.

As well as well established brands looking to gain new market.

According to Ana Milevskaja, director of marketing agency Elastic Path, in an interview to

Business Leader in February - the UK’s pop-up industry was worth over £2.3 billion last year.

Yet in today’s tough trading climate, it’s arguable that retailers will seek to tap into the multi

billion-pound pop-up market as a way to mitigate soaring rents and a slow recovery after

post- lockdown measures.

Assel Yusupova, business development manager at design agency UXUS, said pop-ups

have become more than a temporary retail space, but a “testing platform” for retailers to

experiment.


The pop-up model is flexible, and there a number of ways to do it. Businesses can partner

with an established retailer or gallery owner and rent out a portion of their space. It is also

common to rent a vacant storefront for just a short period of time. Business owners may

choose to sell a wide variety of merchandise or just just a small selection.

Because they are small-scale, pop-ups provide an opportunity for business owners to be

creative and use innovative merchandising techniques to attract passersby. Pop-up stores

are often characterized by an engaging appearance and innovative design. pop-ups combine a good location and retail concept to create an experience that customers

will remember.


While in the '80s and' 90s, big box stores were popular, today the trend is to go back to

smaller retail spaces. The reason? The consumer favors local commerce and the

accompanying support. As proof, the biggest giants do not hesitate to reinvent themselves

by turning to ephemeral concept stores in order to build even better links with their

customers.

Big cities have more pop-up shops. Los Angeles, New York, London, Stockholm and Berlin

all have big pop-up retail scenes. Brands large and small have experimented with temporary

retail establishments, including mastodonte Amazon and Google.


Amazon, arguably one of the biggest retailers in the world, launched 10 pop-up shops in

UK town centres last summer to allowed 100 small online businesses the opportunity to

trade in a physical retail setting.

Amazon said UK shoppers liked to shop both online and in high street stores, and that their

pop up stores was to help small businesses succeed by combining elements of online and

physical retail.

With this in mind, pop-up stores make it possible to boost local commerce by offering

innovative alternatives to owners of retail spaces and brands looking for "experiences" for

their customers. As well as testing their brands in new market.


The concept of pop-ups often capitalises on consumers’ fear-of-missing-out (FOMO)

mentality. Today’s audience is constantly the next best thing, and pop-ups are a way for

retailers to talk about and share their business with others at a time when experiences are a

far greater currency than simple in-store transactions.


Also, authentic engagements with customers offline allows brands to share their story.

Shoppers can learn about the brands and the story behind the product and this authenticity

can build brand loyalty.


From building deeper relationships with customers to testing new markets, pop-up shops

offer brands and retailers the opportunity to build an offline arm to their business all without

breaking the bank!


May Fall-Kadouf

CEO Elemntz LTD


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