This is not new, we discuss it very often on the blog, the stores represent a real advantage for brands. A physical space allows consumers to feel reassured. Pure-players and other e-commerce sites are thus increasingly embarking on the retail adventure thanks to « pop-up bedspread ».
Ephemeral retail: an innovative distribution channel
Brands are embarking on the ephemeral retail and use the pop-up bedspread in order to establish themselves strategically in certain catchment areas. Pop-up stores, for example, make it possible to try out retail while limiting risks and costs. It is also an opportunity to create a surprise for a special occasion or for a specific event. For example, when an event is planned (release of a new product), create a pop-up store can represent a rich idea in the communication campaign.
Note that a pop-up store should not be a miniature store. In other words, it should not offer your entire product assortment. It must create surprise, offer a particular experience thanks to a precise concept. A pop-up store must for example focus on the release of a new product by working on a whole theme around this event. The consumer will not come there to “shop” but is looking for a fun and friendly moment that surprises him. It is then a question of “convincing additional experiences”.
The offer of a pop-up store must be specific, original and not identical to what is available online. Pop-up stores are all about creating interaction and engaging people. Also offer individuals to follow you on social networks, to share their experience during their visit. Many brands are currently using augmented reality to boost the customer experience.
A phygital pop-up store integrated into the customer journey
The place where the ephemeral store is offered remains essential. Indeed, it must be strategic so that many passers-by stop there for a few moments. A pop-up store represents a strong gain in visibility for your business. It's up to you to optimize the installation and the design in order to attract the eye. the pop-up store must integrate harmoniously into the customer journey and into your phygital strategy. In this sense, your ephemeral store must make people discover your universe thanks, in part, to digital tools. For example, install terminals that allow you to play and win prizes. Offer demonstrations and think of all the little animations that can generate a "wow" effect and then send back to your social networks or your website. Create synergies between your different distribution and communication channels. In this sense, you will encourage people to talk about you around them.
Whether for recruit new consumers, improve your image or for achieve other types of goals (boost sales of certain products, make themselves known in a region that can order on your e-commerce site, etc.), pop-up stores seem performing. You can also use the concept of pop-up store in order to test the market just before opening your own store.
