10 Jun The Power of the Pop-up Shop
Pop-up shops are becoming an increasingly popular form of boosting brand exposure or creating an instant PR stunt. But why do they work so well in today’s predominantly ‘online’ climate?
Whilst they’ve always been around, more recently, pop-ups have become an integreal tool in generating brand awareness of a new product or service. They allow brands to reach new target markets, carry out market research, test new trading location or provide a glimpse of what may usually be available online-only.
By offering discounted prices and unique ‘one-of-a-kind products’ that will only be sold for a limited time, instant demand and footfall can be achieved. Whether it’s to promote food and drink, designer brands, clothing or homewares, these concepts are a huge pull when it comes to increasing footfall on UK high streets.
Automatic 360-degree PR
Sometimes, the press reaction does all the taking. Online retailer, ‘Sisters & Seekers’ recently held pop-ups in Liverpool, Manchester and Birmingham. Each saw a crazy amount of organic coverage across press articles and TikTok, as well as content for their own socials. Press reported on the turn-out and users documented their attendance, with both going hand-in-hand to create the perfect media storm.
Collaborations
A collaboration between two or more brands can take a campaign above and beyond for maximum reach. Just like Loewe’s recent partnership with On at Selfridges in London. Available for a short time only, the luxury designer teamed up with the coffee brand to offer a bespoke café menu for customers. It is this synergy between brands that results in maximum exposure and attention. Combining a high footfall shopping destination with a luxury brand to sell a more affordable item.
Blank Street Coffee are also doing everything right when it comes to campaigns right now. Their iconic mint green is certainly becoming the new Tiffany blue. They recently teamed up with singer, Sabrina Carpenter, around the release of her song ‘Espresso’. Seeing an opportunity for a perfectly aligned pop-up, Sabrina made a surprise appearance at a random London branch and got behind the counter to serve customers. Of course, TikTok did its thing and coverage was everywhere.
@blankstreetcoffee
Positive PR Story
Charity initiatives are also a great way to show the work that a brand is doing in conjunction with another organisation, as well as help spread the message. Nespresso recently launched their ‘Nespresso for Change Please’ campaign, a £1million partnership with the Change Please Foundation who help to tackle UK homelessness. Working closely with Big Issue, the brand launched a special coffee blend which could be tried and tested at a pop-up coffee bar at the Outernet on Tottenham Court Road, one of London’s highest footfall areas.
On the Road
Some brands like to take things on tour. For example, Harrods Beauty introduced their pop-up concept, ‘H Beauty Tour Bus’, last year. Travelling to six locations across the country, customers could visit the bus for unique experiences such as Charlotte Tilbury makeovers or contemporary blow-dry’s by Drybar. Using a hot pink bus that you certainly can’t miss, the travelling pop-up had queues going down the high street to discover what was inside. We like to think that the Coca Cola Christmas truck did it first though…
@weareraye
A New Retail Concept
Pop-up shops are just as (if not more!) important for smaller brand to introduce their concepts to consumers. The online store, ‘We are Raye’, opened a series of travelling pop-up concessions that provide a ‘discovery space for conscious consumers’ and sell a range of stylish homewares, food & drink and wellness/beauty products. Opening in one destination for a limited time only, this is a pretty revolutionary concept which is certainly new to the retail-sphere. Having opened in cool shopping spots like King’s Cross’ Coal Drops Yard, it’s a fun and social user-friendly way to increase nation-wide demand and increase online orders.
In the age of the so-called ‘death of the high-street’, pop-ups are a glimmer of hope for keeping it very much alive.
Looking to roll-out a new retail concept? Get in touch: hello@luya.co.uk.