The E-Commerce Buzz!
A report on the e-commerce boom
THE BIGGEST ADVANTAGE FOR RETAILERS THROUGH SUCH POP-UPS IS THE REACH.
together randomly. The organiser puts together the carefully created list and for the shopper, it is a bonanza as it is possible to get some excellent products under one roof. The familiarity of the organisers with the products, their clientele and consumers likely to visit makes it possible to get a winning combination. It can be called an additional source of revenue. For upcoming designers, it is an opportunity to showcase their range and get customer feedback before taking a plunge or putting money on a product. Several smaller mom-and-pop kind of brands use this route to familiarise themselves with the market and its nuances.
This concept is also ideal for those who don’t wish to invest in brick-and-mortar stores. Several
players sell only through this route and just have a presence on social media with a Facebook and Instagram account. Meeting them at their place of work or residence is limited to the option of ‘by appointment only’.
These pop-ups in India are very popular especially in reaching out to the tier II towns. An established garment or accessory manufacturer might not have the resources to set up permanent shop in such an area, so catering to them through pop-ups is a very lucrative option. Cities like Jaipur, Chandigarh, Amritsar and Coimbatore thrive on these markets. For the consumers, it is an option to view brands from the big cities and shop at them rather than make a trip to the cities.
The biggest advantage for retailers through such pop-ups is the reach. They can cater to customers across the country without spending big money. They can also know first-hand the reaction of the consumers to their products. It is a comparatively inexpensive way of selling as compared to setting up brick-and-mortar shops. Online, though a comfortable medium to sell, is difficult in the case of products like apparel, where feeling it and trying it on before purchase is done. Also for weddings, it is not the bride or the bridegroom alone who shops; it is the entire family whose opinion is taken into account before the final purchases are made.