With the end of the epidemic, there a great recovery of physical stores, but it can also be seen that consumers’ shopping habits have also shifted from offline to online. Consumption habits and brand awareness are affect by digital advertising, online official websites, malls, etc. The physical retail market is bounddifferent from the past. In addition to previous brands, many online brands have also begun to sms services open offline pop-up stores in physical department stores. Following the trend of virtual and real integration. Merchants can also use the EasyStore POS system to check out store customers. Which facilitates management and provides customers with a smoother and more seamless shopping experience.
I believe that everyone is very interested in brands opening pop-up stores or doing pop-up events. For example, In-N-Out Burger, a popular American burger. Came to Taiwan for a limited time of 4 hours this year, and Valentino launched “V” at Breeze Nanshan Outdoor Turf in Xinyi District, Taipei. PINK PP Limited City Camping event and fast fashion clothing SHEIN also announced plans to open 30 more pop-up stores in the second half of this year to accelerate the layout of offline retail.
Why do so many brands or industries join the ranks of pop-up stores? This article will reveal 4 key reasons 4 major types of e-commerce platforms why pop-up stores have become a popular marketing strategy in today’s market. Pop-up stores are not only a temporary point of sale, but also a place for interaction between brands and consumers. , its existence is not only to improve performance, but also has more deep-seated reasons, causing brands to seek opportunities for this marketing strategy.
1. Set off a topic
The younger generation of consumers, Generation Z, has gradually become the main driving force of the market. They bring diversified shopping habits and needs and pursue unique experiences. For these consumers, shopping is no longer just about buying things. It is an opportunity for interaction and experience, and this is exactly the advantage of pop-up stores. They not only focus on sales, but also focus on “creating amazing and interesting experiences” and use pop-up marketing to Traditional brands or emerging brands provide bulk lead an opportunity to penetrate the younger generation consumer market, create and detonate instant topics, attract more attention and participation, and further promote the growth of the brand.
Figure 1. London department stores launched a series of Barbie pop-up activities , such as clothing rental, hair and manicure, etc., to promote and warm up the upcoming Barbie movie.
2. Increase exposure
Pop-up stores or market stalls are usually set up in places with high flow of people, such as department stores, business districts, and cultural and creative parks. They can establish a brand image in a short period of time, attract consumers’ attention to the existence of the brand, and let more people know the brand. product and value. When consumers interact with brands in these venues, they tend to experience the brand’s culture and style more deeply, which helps build closer connections. This also provides brands with an opportunity to meet face-to-face with consumers to collect feedback and insights to further optimize products and services to meet changing market needs.