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Pop-Up Shops Are More Than A Trend, But Success Takes Strategy

Forbes Communications Council
POST WRITTEN BY
Lola Catero

One tap into Instagram and consumers can instantly access trends, uncover “outfit inspo” and shop nearly every brand. The downside? This ever-growing digital domain doesn’t quite let them try before they buy -- or even snap a mid-shopping selfie.

Pop-up shops do. That’s where brands can get intimate with consumers and immerse them in a vibe. Where consumers can try on clothes, listen to curated playlists and snap selfies. For a price, they can even leave holding something real.

Pop-ups are the Instagram Stories of brick-and-mortar retail, temporary gems to catch -- or miss out on. From custom designer dresses by Batsheva to virtual reality experiences with Clinique, more and more brands are putting in the effort to make physical locations a worthwhile trip. Even savvy brands, like Winky Lux, have intertwined their pop-up with a made-for-Instagram experience.

While it’s easy to be inspirational on Instagram, it’s even easier to turn inspiration into a reality when you invite consumers into a space dripping with the ethos of a brand they favor. Getting them in the door is the challenge, but that’s what creativity, research and ad spend is for.

In my experience working with fashion and lifestyle brands, pop-ups can be incredibly successful if built around a specific goal. Maybe it’s to test a new market or geography. Or to expand audiences through a collaboration. Whatever your goal is, be sure that it’s clear to everyone and has the clout to dictate key decisions.

Results-Oriented Questions To Answer Before Setting Up Shop

First, if you’re testing geography, make sure you’ve selected the location based on data. I recently worked with Someone Somewhere, a popular lifestyle brand in Mexico City, to test the U.S. market. The company smartly launched a pop-up on Abbot Kinney in Los Angeles, a location with heavy foot traffic from its target audience. This allowed the company to test consumer demand despite low awareness, and glean that, yes, when U.S. consumers are aware of the brand, they are often compelled to purchase.

Another name I previously worked with, NorBlack NorWhite, an India-based brand dipping its toes into the U.S. market, opted to do a several-day-long pop-up in Brooklyn at the creative space A/D/O. The company used online sales, social and anecdotal data to inform it of a thriving and loyal consumer base in New York so that it was able to select a space that factored in commutability but not over-index on it. The company tested how many New York City-based consumers were compelled to show up and shop. Turns out, there are quite a few.

Acknowledging whether you’re entering a new market cold, like Someone Somewhere, or warm, like NorBlack NorWhite, can help you make strategic decisions about pop-up length. Someone Somewhere had the pop-up for several months. Other new entrants should follow their lead, as it can take time for sales data to roll in and inform geographic product preferences, sales associates to learn the brand story (if outsourced) and promotion of upcoming events to reach your new customers. In addition, placing all bets on one weekend or day could be a gamble -- what if there’s a snowstorm?

It makes sense that NorBlack NorWhite did a shorter pop-up to initially test the market. While gaining new customers is always a plus, leveraging a shorter shopping window can be strategic. It gives customers a now-or-never feeling that increases the impetus to head over and shop. In addition, if you already have data on which products sell best in this area, you already have an initial inventory list to work with.

If you aren’t entering a new market but still want to generate brand buzz, a pop-up can be the way to go. Find other partners or brands to collaborate with. You’ll all be marketing the event, thus increasing the width of the net you’re using to acquire new customers. Timberland teamed up with Create & Cultivate to create a pop-up experience targeting women in New York. It was an opportunity for both brands to be creative and offer their audiences a combined experience that felt unique.

Pop-ups can also be used to launch new products. Using the opportunity to drive brand awareness and sales makes sense here, but be sure to set realistic sales targets. For example, Clinique recently launched its first pop-up to promote the new Clinique iD line. Complete with a virtual consultation, virtual reality and endless photo opportunities, the company clearly wanted to generate hype and engagement. If your primary goal is to generate awareness, use metrics that will track awareness success. If your goal is to drive sales, be sure to do a sales projection specific to the pop-up and set appropriate expectations.

Regardless of your pop-up shop goal, remember to keep it customer-centric. Create something that motivates shoppers to show up. Whether it’s first dibs on your new product, the manifestation of your online persona or access to the community you cultivate, show them you understand what they care about.

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