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Why Pop-Up Stores Should Be Considered in Your Marketing Strategy

A Brief History

For years, temporary stores have been “popping up” around several locations that let customers interact with the brand. This short-term concept known as pop-up stores or affectionately known as ‘pop-ups’ has had a long history dating back to the earliest documented travelling merchants.

The origins of temporary pop-up retail businesses can be traced back to Vienna markets in December 1298 and the subsequent European Christmas markets.

One of the first modern pop-up retail stores was first manifested in the Ritual Expo in 1977 in a Los Angeles event organised by Patrick Courrielche. Back then, it wasn’t called pop-up retail, but it was later called the “ultimate hipster mall.” This concept quickly caught the attention of large brands that saw the potential of creating short-term experiences to promote their products to target audiences. Brands such as AT&T, Motorola, and Levi-Strauss collaborated with Courrielche to create a pop-up shopping experience across the country. [1]

Since then, pop-up stores have increased in popularity. Retailers and brand manufacturers have used temporary locations as part of their marketing strategy to generate brand recognition, launch new items and grow sales.

Why should pop-up stores be part of your marketing strategy?

Pop-up stores have proven their effectiveness since they began. That is why big brands have included it in their marketing strategies because it gets you in front of an otherwise untapped market without the need to rent a permanent location for a long time (which is pricey). It is especially good for those who are testing the waters. [2] Below are some of the other benefits of why it should be part of your marketing strategy.

1. Enhances brand recognition

A pop-up is such an effective way of introducing new products to the public. In fact, according to the survey conducted by StoreFront, about 66% of their respondents have answered that their main reason for pop-ups is to increase brand recognition. [3]

2. Excellent for market research

Collector Square is one of the several online retailers opening physical spaces and pop-ups as a proving ground for their larger physical ambitions and plans. It was a tremendous hit when the vintage clothing site debuted a pop-up store in Paris.

3. Provides low-cost and low-risk setting to test something new

In November 2019, Browns Fashion, a world-renowned British fashion, and luxury goods company owned by Farfetch, debuted an experimental pop-up in Berlin. The pop-up was put up in an abandoned supermarket and functioned as a testbed for the brand to launch new fashion, art concepts, music, and even partnerships. It’s the first of several roving retail spaces dubbed ‘Brown Nomad’ by the business, which was founded on the notion that temporary spaces/locations allow brands to interact with the communities in which they operate.

4. It generates enthusiasm for the product

Another brand that did a successful pop-up was Amazon which collaborated with tech companies to build a smart home experience pop-up in London’s Westfield shopping mall. Visitors explored a wide selection of smart home products that were all cleverly connected, powered and managed by Alexa. Visitors may use voice activation to operate and change kitchen appliances, lighting, mirrors, and other devices. It’s worth noting that Amazon, a company known for ‘hurting the high street,’ is now opening and testing actual retail spaces on a regular basis.

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5. Builds a connection with the community

Facebook built a pop-up café in London in 2019. The idea was to get Londoners to personalise their social media privacy settings. Everyone who agreed to participate in a privacy check-up received a complimentary drink at the pop-up café. The concept was a brilliant way to address personal data in the past and establish a relationship with the community.

Conclusion

Pop-up stores have allowed businesses to trial the retail environment but without the financial risk and commitment to building a physical store. It provides a great opportunity for brand awareness, market research and building excitement toward a product or service. It also allows businesses to connect and build a relationship with their community through their initiatives and it has been proven an effective marketing strategy over time.

Pop-up stores have been one of the marketing strategies used by businesses like Pacific Smiles Dental, Korea Tourism & MG Motors where Black Diamond agency has provided staff. And with over 500 brand ambassadors to choose from (and more added to our database every day), we guarantee to provide you with the staff that will best suit your pop-up.

And remember, we follow very high hiring standards so we can live up to the name we’ve worked hard for over the years.

Want to know how we hire our brand ambassadors? Read our blog:

Our Secret Formula for Hiring the Best Brand Ambassadors in the Country

Need help with staffing your next pop-up? Call us on (02) 8319 5544 or send us a message.