The Pop-Up Bandwagon

As Christmas fast approaches, the battle of brands on the high street commences, but what is their most powerful weapon? In order to beat the competition, brands need stand-out and tangibility on the high street to attract consumers and ultimately drive sales, so it is not surprising that pop-up shops are on the up. We take you through the top four advantages to these savvy temporary stores, and why brands are jumping on the pop-up bandwagon like there's no tomorrow...

Pop-up shops are beneficial for both retailers and consumers. For retailers, they give brands that don’t usually have presence on the high street or in high footfall areas greater exposure and allow them to test a product on a particular market. For consumers, they are offered a tangible experience of a brand they may have only previously come across online.

Pop-up shops offer a great opportunity to showcase a brand or product in an exciting environment. Their ‘now you see it, now you don't’ dynamic lends the activity an air of excitement, creating a buzz and increasing traffic. Pop-up shops are about presenting something new in an engaging way that creates intrigue and hopefully a memorable experience.

If coupled with a social media platform/strategy, which is recommended, retailers can increase consumer engagement through using innovative interactions that help drive people online to either Facebook pages or online stores. This enables retailers to build a relationship with consumers over a longer period of time, increasing brand loyalty.

In this economic climate, the future for pop-up shops is extremely promising. Retailers are offered the chance to ‘test’ their products and customer behaviour in a trusted environment without having to tie themselves in to long contracts.