By Bennet Holmes on Sunday, January 25 2009, 15:58 - Blog - Permalink
A new star: “Pop-up Retail”
In mid-March 2009, Publicis Net sent a newsletter about “Pop-up Stores” to its subscribers (of which I am one). You’re probably wondering what this new marketing concept is all about! The idea is simple and inspired by flash-based sales on the internet.
From the “pop-up stand” to the “pop-up store”
Perhaps you are more familiar with the “pop-up stand” that has clearly been very successful in Germany and England according to Publicis Net. This is a new generation of temporary stands made of recycled cardboard and other basic materials, with but one aim: to sell a completely new product or to promote a new brand. Stands are easy to install (they only take a few minutes) and can be disassembled just as easily, which makes them very useful.
Inspired by these stands, “pop-up” stores are designed to sell “one or more brands within very specific time and space constraints, and are deployed in the heart of large cities in order to generate “buzz” and to create a new, unique image to a brand name.” These “pop-up” stores seem to be very effective if one were to believe what is written at www.trendwatching.com, although it does not go into detail to justify them. After all, if new products can come and go as quickly as they seem to, why not the same for stores?
Beyond plain old standard shops, local stores, and other “last minute” boutiques, here are short-lived, temporary stores designed to create a “buzz” effect that are finally in tune with our times. A new sort of “passing” or “zapping” store that entices young people (and older people) with a quick marketing and commercial offer (between 15 days and 2 months), effectively taking them by surprise with an unusual way of doing business.
Does this work?
It is a concept that seems to work for major brands looking for new ideas and new ways to remain viable and make an impression without investing significant sums. Here is an example cited by Publicis Net: Nike opened a “contextual” store in 2007 for 4 days in SOHO in order to sell 250 pairs of a special edition basketball shoes at $250 each.
The “Target” franchise, for example, a “chic” discount store based in the United States, working with fashion designer Isaac Mizrahi, used a pop-up store a few years ago in the Rockefeller Center in order to launch a new line of women’s clothing. This promotion only lasted a month and a half during the fall season, but it successfully boosted the image of the brand and all its products.
Other major brands also tried the same thing, including Pepsi and even luxury brands such as Vuitton.
The “pop-up store” even shows up in the most unexpected corners of commerce such as the recent campaign conducted by the “American Potato Board” (representing the potato growers). They opened a pop-up store in New York for Thanksgiving Day in order to promote a single message: “potatoes contain more potassium than bananas, as well as folic acid and other vitamins!” It had a maximum effect for the price of a few kilos of potatoes …
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