2017 was a strong year for pop-up stores. Kendrick Lamar was doing it. Kylie Jenner was doing it. And many other savvy individuals were taking their brands to the streets of America to tap into a new genre of consumer engagement. But that was last year. Since then, temporary pop-ups have become more popular than ever before. Hold onto your wigs, because the pop-up industry is now worth over $50 billion- yes, that’s with a b!!
From temporary in-store installations to stand alone kiosks, it’s safe to say that pop-ups are more than just a fad. And it’s easy to see why. They spark an open dialogue between your brand and your consumer, and transform retail transactions into engaging customer experiences. Despite being temporary in nature, here’s why they’re sticking around for good.
They create a buzz. Offline.
Ok, while camping out for 48 hours to secure the latest Yeezy’s may seem a little intense, there’s a reason people are willing to go to such extremes for new releases.
In one word? Exclusivity.
People like to feel like pioneers, setting the pace for new trends and technologies. And pop-up stores tap into this sense of urgency. Unlike online, where consumers can create and come back to a ‘wish list’ of items that tempt them for months, pop-ups offer no such luxury. Customers are well aware that items won’t be around forever, meaning they’re eager to purchase them right away.
Pop-ups are also an awesome way to get a little experimental. They serve as the perfect place to demo products, test out a new stream of revenue, and big up new releases. And with a few funky live demos and alluring free samples, they allow all of this while generating memorable, exciting engagements for your customer.
What better way to sell yourself?
Consumers are hungry for tangible brand experiences in our digitally fragmented world- and who can blame them?! A pop-up store is the best way to show that you’re an interesting brand with a lil bit of spice. By sparking an open dialogue outside of the digital realm, you can disrupt the status-quo of the consumer-brand relationship.
The store front is a piece of marketing in itself. People will have walked past the spot you choose everyday, so what are you going to do to make them stop? Untraditional is completely in line with pop-up culture, so when you start designing, think creatively, think boldly, and think passionately.
They’re a safe venture
It may sound like music to your ears when we say that pop-up stores have very little financial risk (cue the celebrations!!). You only need to obtain a short-term lease for a month or two, and if you don’t quite get the results you were aiming for in that time, then it’s easy to move onto the next challenge.
With a bit of pre-planning, you can launch your store alongside a popular event or holiday that you know appeals to your target demographic.
We’ve seen pop-up stores in trailers, abandoned warehouses, or even al fresco on the streets of NYC. If you can’t nail down a single location – take inspiration from food trucks and go mobile! This will give you virtually unlimited flexibility to maximize your revenue and get your product out to as many people as possible.
So long as you deliver a unique and enticing pop-up experience, there’s very little that can go wrong. At this is LESTER, we’re a creative bunch that love the unlimited potential of the pop-up venue. Whether it’s a humble food truck or an industrial warehouse, we’ll get to work transforming blank canvases into pieces of art that pack a punch! We’d love to connect with you and show you what we’re all about – you can find all of our contact details here.