Pop-up retail has gained plenty of attention — and gained billions in sales — in the past few decades. For a merchant or retail manufacturer, this may set the bar quite high. But do not be held back by a few of those common pop-up myths. We would like to make one thing clear: pop-up retailing is possibly the most advanced, flexible and cost-effective method to catch attention and make a lasting buzz in your market.
Myth #1: Pop-ups are just for product launches
While pop-ups are a leading solution for analyzing or introducing a new solution, they are also a place for engaging your customers in a special way. Have a note from how Wayfair, an e-commerce furniture website, plans to exploit the energy of pop-ups this holiday season.
Wayfair is producing pop-up retail in vacant shopping malls — not as a means to establish a new line of sofas or as a precursor to coming physical shops, but as a means to fine-tune their merchandising strategy and lead new clients back to their online shop.
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Pop-ups have several applications: to test a new product and service lineup, create buzz for or reinvigorate an existing product, or expand your reach into a new demographic or geographical base. Or, as Wayfair intends to perform, your pop-up can connect with existing clients in a personable, unique manner.
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Myth #2: Pop-ups are pricey
Some firms are known to pull out all the stops — and invest heavily — to bring their pop-up to reality. Take HBO. The premium TV station recreated an entire set in their hit series Westworld in SXSW, putting a massive budget supporting the installation. Or think about the antiquities gallery which The New York Times called the World’s Most Expensive Pop-Up Shop. Big budgets will help pave the way for magnificent ideas.
But launching a pop-up does not have to mean breaking the bank. In actuality, new short-term rentals are creating pop-ups more viable and affordable .
1 option to rein in the cost of a pop-up would be to establish a store-within-a-store, or a”shop-in-shop.” Partner with an existing merchant and set up a kiosk or display in their space. These collaborations can be mutually beneficial: your company gains exposure without you spending countless, and merchants have a opportunity to give their clients a special experience.
Myth #3: Pop-ups need to reinvent the wheel
It may be intimidating to read about pop-ups (such as Ben & Jerry’s Carnival pop-up) that defy the bounds of retail convention. However, while your pop-up ought to stand out creatively, it is more important your concept remains true to your brand.
Rather than trying to reinvent the wheel, stick to your brand’s specialty. Say you are in the tech business, and you’re trying to provoke clients at an upcoming festival or event in town. Think about establishing a mobile charging station so pedestrians can add some juice that is essential for their own devices. Use creative signage to stick out from the crowd and connect your technician to a theme — of power, mobility or connectivity.
Myth #4: Pop-ups need to stand still
When you consider a traditional pop-up, you likely think of a four-wall installation. While it can be helpful to utilize a place that already has a shop-like setup, companies are increasingly turning to mobile pop-ups to advertise their brand. These pop-ups allow you to take your idea on the street. Plus, a setup that’s easy to move means you are not tied down to the foot traffic in one space.
There are a number of ways to add mobility to your pop-up. Among our favorites: a shipping container, which is both mobile and rentable.
They supply flexibility and garner attention — all while invoking buzz on social networking.
Myth #5: Your pop-up should be all about you
Brand collaborations are simple, innovative strategies to get your pop-up stand out while also expanding your visibility. But don’t think you are limited to working with a brand that directly relates to a product or business.
Think about the current alliance between Dunkin’ and Dove Dry Shampoo. While it might seem that java and dry shampoo are not natural partners, a pop-up aimed at on-the-go clients is a excellent way to capture the essence of both brands.
Collaborations permit you to maximize your budget and your exposure and actually think outside your box.
At MR Pop-Up, we’ve got the expertise to create pop-ups which are affordable, feasible and true to your brand. From a strategic pop-up assumption to flawless execution, we’re your pop-up retail partner. Better yet: we streamline the process, focusing on logistical details so you can maintain the industry quickly.
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