If you have spent any time on the high street over recent years, you may have noticed that there is often a buzz. Whether it is inside a retail space or outside a store, pop-up events have become increasingly popular, with retailers seeking to host exciting events.
Pop-up events can take the form of a regular shop front and, to passersby, look as if a brand has established a new space on the high street. Alternatively, they can be dynamic and unique retail experiences that leave the restrictions of shop spaces behind and seek to engage customers in new and exciting ways.
No matter what form they take, they are remarkably effective in engaging customers and have the potential to boost a brand’s retail presence greatly.
Reaching New Customers
It can be difficult to engage with a new customer base when limited only to the presence of a high street store. Opportunities to advertise to new customers could be right around the corner and yet, due to geographical or temporal constraints, be impossible to achieve. This is where pop-up events shine.
A retail brand can, for example, establish a pop-up event in a new location, momentarily expanding its brand reach and gauging product interest, without having to commit to a long-term establishment or rental contract. They can be effective ways of estimating potential footfall in different areas, enabling businesses to make more informed decisions about the success of a new high street venture.
Market New Products
Showcasing a new product with an exciting event is a fantastic method of ensuring it reaches a wide or specific audience, while also developing word of mouth marketing by engaging customers in both the event and product simultaneously.
A pop-up store’s design can be put together specifically to emphasise a product, with window displays captivating passersby, freestanding shop shelves spotlighting the product, while bold signs and stand offs are able to emphasise its value and detailing. All of which can be arranged in such a way that undeniably celebrates a new product’s value.
When a store embraces the fluidity and energy of a pop-up space, it contributes to a creative reputation. Businesses that become known for their exciting events and campaigns find success not only in the anticipation of future events but also in their brand in general. This benefits sales and boosts employee satisfaction, with many sales representatives seeking to work for innovative retailers.
Scope New Location
Expanding a retail venture can be a daunting task, especially in the face of uncertainty. A number of retailers, as such, use pop-up events and stores to gauge the potential suitability of a new location. Additionally, events are an effective way to trial a new store layout or the effectiveness of a particular store space.
As retailers move toward favouring smaller, dynamic store spaces, a number are seeking to host pop-up events in more compact high street locations to gauge how operations and, importantly, sales, might fare in a smaller retail venture.