Content Weapons Primer: Pop-Up Retail
While pop-up retail or pop-up shops are not really new, the truth is that they are becoming more popular every day, especially for big brands.
In case you never heard of pop-up retail before, these are just sales spaces that are open between one day and a couple of weeks. While these short-term sales spaces started in Los Angeles, they are quickly spreading throughout the entire world. These include countries such as Germany, France, Australia, the United Kingdom, the United States, Mexico, Japan, Canada, and even China.
Ever since 2010 that pop-up retails have been increasing and the trend has been intensified in the last couple of years. While most brands used to take on special occasions or holidays such as Halloween, for example, there are now stores that are trying to create their own pop-up retails throughout the entire year.
Why Do Brands Use Pop-Up Retail Or Pop-Up Shops?
A brand has many benefits on having its own pop-up retail. The truth is that a pop-up retail can be a great way to build interest in their products and services as well as it is also a great way to allow consumers to get to know the brand a bit better.
One of the big advantages of having their own pop-up retail is the fact that the brand will be able to engage with their customers in a different environment. Ultimately, this leads to a feeling of interactivity and relevance.
Other benefits may be related to testing out their products, new markets or even more specific locations. After all, this is a very affordable way that brands have to determine it if will pay off to open a new store in the neighborhood or in the center of the town.
Amazon Is Already In The Business
While it seems odd that the online shopping giant Amazon is moving into small pop-up shops, the truth is that they have been making this experiment for quite a while. And the truth is that they are selling everything from housewares to beauty products, electronics, and even food and drinks.
The company is planning to open 10 different pop-up shops but until now, the company only disclosed that it will open the first Clicks and Mortar shop in central Manchester, next Monday. About the other 9, Amazon only stated that there would be openings in Yorkshire, the Midlands, Scotland, Wales, and the south-east.
With this strategy, Amazon is planning not only to help their sellers who are traditionally only online sellers to become more integrated into the community. In addition, this will also be beneficial for the high street which has been having a lot of shop closures in recent years. According to the founder of Enterprise Nation, Emma Jones, “UK shoppers like to shop both online and in high street stores [and this will] enable customers to discover new brands on their local high streets. Our intention is to help small businesses succeed by combining the best elements of online and high street retail. This new concept will provide small businesses with the space, technology and support to experience physical retail for the first time.”
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