Pop­ping-up to sell!

VM&RD - - COLUMN - Boost­ing sea­sonal sales. in­duc­ing

To cater to to­day’s dy­namic mar­ket, con­sumer pref­er­ences and ex­pec­ta­tions busi­nesses have had to in­no­vate and ex­per­i­ment con­sis­tently with new ideas and of­fer­ings. Pop-up stores, usu­ally be­lieved to be the game of op­por­tunis­tic dis­count re­tail­ers, are now used as pow­er­ful plat­forms to create a buzz around the brand ex­pe­ri­ence by tak­ing the new of­fer­ing di­rectly to the tar­get con­sumer without the worry of long term com­mit­ments of cap­i­tal in­vest­ments. Store De­sign and Pre­sen­ta­tion play a vi­tal role in achiev­ing di­verse busi­ness ob­jec­tives.

Tra­di­tion­ally pop-up stores were about niche re­tail­ers “pop­ping-up” one day with small and tem­po­rary shop­ping en­vi­ron­ments and sell­ing lim­ited edi­tion prod­ucts for which con­sumers would es­sen­tially line up and once the prod­ucts were sold out, usu­ally within a mat­ter of days or hours, the store would be closed un­til the owner re­ceived more prod­ucts. The op­er­at­ing model was suit­able for busi­ness and ob­jec­tives that pre­fer a short, flex­i­ble hire term to a tra­di­tional long lease. This trend is be­lieved to have started in 1991 and since then used to strate­gi­cally ad­dress var­i­ous busi­ness ob­jec­tives of brands, mar­keters and re­tail­ers of­fer­ings ser­vices and prod­ucts. De­sign and pre­sen­ta­tion of a pop-up store was as crit­i­cal as a win­dow dis­play for a fash­ion re­tai­lerin­no­va­tive, at­trac­tive and en­tic­ing. Let’s look at some di­verse ap­pli­ca­tions of this con­cept from across the world that was used to achieve spe­cific busi­ness needs. Iconic toy re­tailer Toys R Us, opened 600 popup stores dur­ing the Christ­mas-New Year with the ob­jec­tive of The pop-up store de­sign and pre­sen­ta­tion cre­ated high vis­i­bil­ity, pre­sented the of­fer­ings in a well-or­ga­nized dis­play and com­mu­ni­cated through clear sign­ing to de­liver the same brand ex­pe­ri­ence as the reg­u­lar store with great topline suc­cess. Malls have picked up this de­mand and of­fer space on hire for pop-up store in prime con­gre­gat­ing ar­eas in the mall, of­ten at a pre­mium. The spa­ces on hire are ei­ther Open, where the ten­ant has to com­pletely con­struct, or Ready Shells that are in the mall de­sign con­cept that need only to be in­filled with mer­chan­dise. Re­tail­ers of­fer­ing im­pulse sea­sonal or spe­cialty prod­ucts hire th­ese spa­ces with the ob­jec­tive of

Ready Shell type Fash­ion Jew­elry pop-up store (de­signed by the Shop­ping Cen­tre) at Bugis Junc­tion, Singapore

Open Type space an­tiques pop-up store (de­signed by the re­tailer) at Ibn Bat­tuta Mall, Dubai

The store de­sign and pre­sen­ta­tion ob­jec­tive was to create high vis­i­bil­ity, present the of­fer­ings in a wellor­ga­nized dis­play and com­mu­ni­cate through clear sign­ing to de­liver the same brand ex­pe­ri­ence as the reg­u­lar store

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