Part 1: Pop-Up Retail Basics
Chapter 3: Omni-Channel Pop-Up Shops
Chapter Overview
In many cases, pop-up shops may be treated as standalone events for independent retailers and major brands alike. However, the potential value of this retail format extends beyond a simple one-time opportunity to engage with customers in a specific market. Integrating a pop-up strategy into any on-going consumer business can be an effective way to generate excitement and drive interest among new and returning customers across multiple traditional and online channels.
Learning Objectives
Upon completion of the chapter, readers will be able to:
- Recognize differences between operating single location vs. multiple pop-up retail shops and channels.
- Identify the functions and uses of pop-up shops in omni-channel
environments. - Demonstrate impacts of a pop-up shop on an omni-channel retailer.
- Identify implications of each consumer touch point in an omni-channel pop-up retail environment.
Setting the Context
VIDEO
The following video helps to set the context for the chapter with some considerations for integrating multiple channels with a pop-up shop strategy, which could include social media, an e-commerce site, direct marketing, etc.
In this example, a fictional entrepreneur who sells wigs and hair care products online meets with a consultant in an empty store space where she plans to open a pop-up. Her objective is to sell products but the consultant encourages her to consider how to use other channels to help drive customers to the pop-up as well as staying engaged with her business online post-purchase or after the temporary shop closes.
1. Pop-up shops for online-only, single or multi-location retailers
Depending on the current state and future plans of a consumer business, an omni-channel strategy may take various forms.
- For pure play e-commerce retailers, running a pop-up can serve as a means to reach new customers, grow brand awareness, evaluate the potential for additional temporary or permanent stores, and sell merchandise to those who expect to see, feel, and try an item before committing to make a purchase.
- Independent retailers with a single store may set up in an area that is frequented by its target customers with the aim of driving traffic to the permanent location, to test the viability of opening a second shop across town, or even to acquire new social media followers and newsletter subscribers to expand the reach of future communications and promotions.
- Multi-location retailers may look to pop-ups as a way to enhance hybrid shopping options with “click and collect” or product returns and exchange programs. They may promote the launch of a new private label product line through a series of pop-up shops and corresponding marketing campaigns or use pop-ups as a platform to partner with other brands and events to grow their business.
In each of these cases, the retailer must consider the integration of each touch-point and channel through which