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Pop-up stores are a popular way to freshen brick and mortar presence as well as to physically connect e-commerce retailers to their customers.<\/p>\n
They have been around for a few years, but they have steadily become increasingly popular.<\/p>\n
In fact, the recently defunct Toys R Us chain had reportedly exploring popups as a possible comeback before deciding finally to reimagine their in-store experience.<\/p>\n
The strategy is a cost-effective way for many types of retailers to experiment in physical retail, from e-commerce giant Alibaba to brick and mortar veteran Macy’s.<\/p>\n
Here’s how you can use pop-up shops’ popularity to boost your profits.<\/p>\n
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Pop-up stores that are spawned from brick and mortars tend to be much smaller and more focused than their parents.<\/p>\n
New brands or trendy items can easily be curated and then tested in a pop-up shop.<\/p>\n
Once inside, shoppers movements can be tracked with video cameras, allowing retailers to learn what items piqued shoppers’ interests, and what didn’t.<\/p>\n
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Popups are a great way to illustrate the power of cause marketing.<\/p>\n
Retailers often have “pet” charities, and popups let retailers focus on that cause.<\/p>\n
Specific merchandise is showcased and a portion of the profits are directed to the charity.<\/p>\n
Press coverage is often also a welcome by-product of this strategy.<\/p>\n
Customers expect their favor stores to align with charitable causes: 86% of consumers believe that companies should take a stand for social issues.<\/p>\n
64% of those who said it\u2019s\u00a0\u2018extremely important\u2019 for a company to take a stand on a social issue said they were\u00a0\u2018very likely\u2019 to\u00a0purchase a product based on that commitment, according to the\u00a02018 Shelton Group\u2019s <\/a>\u2018Brands & Stands: Social Purpose is the New Black.<\/em>\u2018<\/p>\n <\/p>\n E-commerce companies looking to form a local connection have found popups an ideal solution.<\/p>\n Alibaba, for example, opened 60 physical pop-up stores<\/a> in 52 malls across 12 cities in China for Single’s Day last year.<\/p>\n More than 100 brands participated, including L\u2019Or\u00e9al, Unilever, Procter & Gamble and Lego.<\/p>\n <\/p>\n Due to their small size, popups are the equivalent of a test market.<\/p>\n New POS software, smart shelves, and virtual reality solutions such as the “magic mirror,” which lets shoppers try on items such as sunglasses, cosmetics and apparel virtually.<\/p>\n Pop-up stores provide a bit of spark to brick and mortar retailers that may be unable or unwilling to shake things up inside their existing stores.<\/p>\n Popups’ focus on trends or charitable causes is an effective method to encourage brand loyalty as well as bring in new clientele.<\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" Pop-up stores are a popular way to freshen brick and mortar presence as well as to physically connect e-commerce retailers to their customers. They have been around for a few years, but they have steadily become increasingly popular. … Continue reading 3: Connect with the neighborhood <\/h3>\n
4: Test new technology<\/h3>\n