Popping-up to sell!
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