Look What’s Popping Up in Traditional Retail
Pop-ups are increasingly becoming popular among established retailers looking to inject some fun and excitement into their retail routines.
Often thought of as vehicles for direct-to-consumer and start-up brands, they are making inroads as a means of attracting new customers, as well as for trying out products and services.
Additionally, because pop-ups are temporary, they naturally project a sense of urgency, so products are differentiated from others found in brick and mortar outlets.
This urgency also necessitates the vendor’s ability to have their system run smoothly. Retail Pro Prism is able to run sales without internet, ensuring you won’t miss out on sales and technical difficulties won’t take away from the experience Here are some reasons established retailers are investing in pop-up strategies.
Building excitement for a special-issue product
Pop-ups give an established brand the opportunity to go “off-script” a bit, and provide a platform from which they can build buzz.
They can be tied to a celebrity endorsement, or to the launch of a product that had previously only been offered direct to consumers.
Further, pop-ups can be creatively presented and shared on social platforms to further increase engagement.
That appeals especially to Millennials and Gen Z, which comprise 2/3 of the population as well as the majority of active social media users, who frequently share “in-the-moment” experiences.
Retailers often provide rewards to encourage social sharing as well.
Gathering customer information via pop-ups
Many brands use pop-ups as data-gathering tools for iterating on ideas such as curbside pickup and contactless payment.
Mobile POS are also a helpful tool to have available for these smaller store settings where staff may be limited, so associates can seamlessly transition from interacting with customers to completing a transaction.
Retail Pro Prism is one software for all of your devices and is designed to be used on all operating systems for your convenience.
They can also test product ideas to see what is popular and trending, as well as easily get feedback from shoppers about selections.
Changes to how a brand traditionally operates can also be test-run — and adjusted — successfully.
Testing in this type of intimate setting helps build customer rapport.
In addition, pop-ups may attract new, non-traditional shoppers, who can now be added to future marketing campaigns.
Pop-ups respond to seasonal trends
Many retailers can provide specific products for a particular season, but may not want to transform their entire retail space for that purpose.
For instance, winter pop-ups at trendy ski resort towns cater to slope-side shoppers, while summer pop-ups in quaint seaside villages appeal to sun seekers.
Retailers are able to maintain their traditional brick and mortar branding while providing an exclusive flair outside that domain.
Pop-ups can strengthen the customer relationship.
Pop-ups are smaller, more intimate affairs. They often generate publicity simply because of their temporary nature, and especially when they are a limited engagement.
It’s often more practical to try new trends in a pop-up rather than in an expensive retail space.
Some clothing pop-ups roll out inventory on racks daily to see what sells, and that informs their traditional stores of merchandise trends.
Success relies on the retailer really understanding the customer segment they are targeting and being dedicated to developing that relationship.
