by Martina Dimeska

Date realised: 30.01.2019

MPG Blog

Pop-up stores

When you come across some short-term exhibition, or sales event that takes place in an approachable or unique location, it is a representation of a Pop-up store. It exists for a short period of time but it creates a long-term impression and you can find it on some unusual and highly reachable place. The main aim of this store is precisely that, to touch upon a bigger target group. It is yet another way of attracting potential customers.
As the name suggests, Pop-up stores are temporary stores that appear for a couple of hours, days or weeks and take place on the city’s corners, in shopping malls and on big public events. The purpose of a Pop-up store is to create a common ground with the clients, as well as an out-of-the-ordinary way of activation with the customers, without the need to invest in a new shop or location.
I hope that it sounds good by now. The research shows that the exceptional products/service, the suitability and a fun and unique experience are among the first things that the customers are expecting from this kind of short-term stores.
This way, you will have the ability to intrigue customers for your product that usually won’t come in to your store, to literally not having the ability to pass you by. In another words, the overall value and worth extends much further from the shop itself.

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Throughout the past couple of years, Pop-up stores have gained a lot of popularity. Not only a lot of companies invest in these events, but the customers are reacting on a very positive matter, because they are offering the thing that is crucial for the both sides - they introduce the customers with the brand, and establish a direct interaction with the customers. The whole concept of a Pop-up store gives to the customers something exclusive, something that has to yet be uncovered- an experience that they can gain only while it lasts, allowing the brands to present their new products quickly and efficiently, on the most proper and most visited places.

Pop-up stores have many positive sides and advantages, but I will isolate only 4 that I consider are the most important ones:

1. Accessibility: By this I mean accessibility to the customer, which as I already mentioned, you cannot just pass them by. Every company for its product is searching for precisely this kind of place. On the other hand, accessibility for the company itself, because Pop-up stores do not last long by nature and are much smaller in size than any conventional retail stores, the lease expenses are usually cheaper.

2. Short-term obligations: In simple words, there is an existence of flexibility, their lasting is short, you are not attached to them for a longer period of time, you are trying and exploring something new and you have the flexibility that these days is very important, as well as having the ability to adapt your changes in relation to your business and marketing plans.

3. Attracts attention: People are interested in a sudden existence of a store, especially if it’s a unique one. When you think of the ways a Pop-up store can be located and decorated, you aim towards a look that is truly exclusive and different from the rest, containing an element which will attract every customer. A thing that can redound to the uniqueness of the store is a kind of mechanism which will put an extra worth to the store and will make an additional attachment with the customer.

4. Testing and experimenting: As I already mentioned above, these stores are offering you a possibility to test and acknowledge the product itself.

The Pop-Up stores have a lot of advantages, but at the end the most important thing is raising awareness for a particular product and with that, building a way for the same to end up in the hands of your target group.

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