Millions of Americans are locked in work from 9-5 every day, and sometimes even later. This time period coincides almost exactly to retailers’ business hours. There’s an alternative way to reach this untapped consumer market around work hours: workplace pop-ups.
Workplace pop-ups offer a new way to retail. They can be used to create co-working spaces or company headquarters, and even satellite offices. This is a great way for you to reach your loyal consumer base by integrating creative play and convenience into your work environment. Smart retailers and smart employers are moving in the right direction with workplace pop-ups.
Retail space expansion
Pop-ups have a strong wow factor. Pop-ups can be found in unexpected places, such as mobile pop-ups or local pop-ups.
The workplace is a new frontier in retail excitement. There is a market for professional and personal products and services. These products and services are best marketed in the places where people spend most of their time. Pop-ups at work offer convenience and a welcome break from the routine.
For example, take the beauty industry. Sephora could offer mani-pedis and lunch-break makeovers, while also displaying the best work makeup products. They could also offer professional makeup services at the end the day, on Thursdays or Fridays for happy hour and date night. Banana Republic could make tailored suits and rips, and provide accessories and client-facing clothing to those who are in a hurry for professional attire. HomeGoods could furnish the break area, making it feel like a home to employees. There are many options.
It is economically feasible to set up shop in a workplace. A lease within an office of a company is less expensive than a storefront.
L.L.Bean, co-working company Industrious went further with this idea by launching outdoor co-working spaces that are both open-air and equipped with electricity and WiFi in various cities. These glass hubs are permanent and will provide small businesses with outdoor-inspired “offices”. They also transform the notions of work and retail by allowing them to be used as permanent installations.
Matching ideologies and seamless partnerships
Each company has its own identity and values. These are the ideas around which they base their entire existence. Retailers are no different, as we all know.
Both parties must ensure that their core values are aligned when considering a partnership. This will create harmony and make the total more than the parts. This is called “co-shopperation” in business. Boar’s Head might not be a good partner with a vegan tshirt company, but it could work extremely well with a snack manufacturer.
Consider an insurance company that promotes wellness as a way to encourage employees to be more productive. REI could work with the insurer to provide bikes and hiking gear in the parking lot, encouraging people to exercise after work and getting outside. The company could also give away branded pedometers, while encouraging employees to take part in a challenge that involves steps and prizes.
Green Giant might also be able to create a hydroponic gardening system on top of buildings or in mobile containers. Fresh, farm-totable ingredients are available for employees to take home as a meal or for healthy snacks during the workday. Green Giant receives a branded space that targets its growing customer base.
A new sense of convenience
People don’t want to run errands at the end of a hard day. For many, however, shopping at night is their only option.
Pop-ups at work in offices offer convenience and convenience that customers want. Although meal kits are great for those who don’t feel like going to the grocery store, they do require planning. Wegmans may offer a mini-store within an office building lobby, where you can find essentials such as milk and eggs. They also offer daily meal ideas.
With its local marketplace, New York City’s Grand Central Terminal targets this last-minute market for years. Fresh produce, meat, and gourmet cheese are all available to commuters returning from work.
Imagine CVS working with companies to host small wellness pop ups. Employers could make a space in their lobby or break area available for drugstore necessities such as ibuprofen and deodorant, safety pins and toothpaste. It’s also a win-win situation for the employer and pharmacy to provide flu shots onsite to employees during flu season.
There are limitations to any new idea. One, no one will want to work on weekends to shop. You will have exclusive territory for five days each week, which is more than 70% of the time. Your space will only be used for workdays. It is important to build brand loyalty and reach a target audience who work all day, not just window-shopping.