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You’ve probably heard about pop-up stores and the interest brands have shown in creating these temporary activations.
100% of currently successful brands dedicate a significant portion of their marketing budget to creating in-store actions that attract new customers.
Do you want to generate more traffic in your store with personalised events?
If your answer is yes, don’t hesitate—integrate pop-up stores and pop-ins into your marketing and communication strategy.
You need to offer your product in a different way, attracting customers with unexpected and appealing actions.
Having eye-catching tools that facilitate access to your potential customers is key.
In this post, we present two super effective tools.
Pop-up stores emerged from the need for brands to have a physical space without investing too much money. Pop-up stores are shops set up for a specific period in a strategic location, aiming to surprise and attract consumers. In recent years, pop-up stores have been used to consolidate and capture customers, enhance brand image, and understand consumer habits. However, this tool continues to evolve, and recently, it has been used as a space for brand events to improve the customer experience.
More and more brands are prioritising the customer’s shopping experience in physical points of sale, knowing that generating these types of events boosts their sales and provides a great opportunity to enhance the customer experience.
Location
A fundamental decision that many brands mistakenly take lightly is the location of the pop-up store. It should be a strategic location. To choose, you should conduct market research to understand the consumption habits of the audience that will visit you.
Many e-commerce companies analyse the cities where they generate the most online sales to place their pop-ups there and assess whether establishing a physical point of sale in that city or area would be a good idea.
Decoration
Turn your pop-up into an attractive and original space to grab the attention of your audience. Decoration is a powerful tool for this.
Although it’s a space that will be operational for a limited time, you can create a decoration that fits the situation and meets the objectives. A highly effective trend is to use monochrome decoration, choosing a striking colour as the focal point.
For example, consider this pop-up store by luxury brand Jacquemus, where blue predominates due to the launch of one of their iconic bags in that colour.
Customer Experience
If you want to position yourself in the top of mind of your target audience, you should maximise their experience. Depending on your objectives and the pop-up’s theme, you can organise different activities to interact with and connect with the customer. Offer personalised experiences to achieve a perfect match.
We can observe how luxury brand Prada elevates the customer experience through their pop-up store, wrapped in a grand strategy that undoubtedly attracts customers.
Strategy
Set primary objectives. What do you want to achieve? Create a story, convey your brand values, and ensure that the customer receives what they desire to be satisfied.
A pop-in store is an activation within an existing point of sale, using the same shop or boutique to hold the event and invite participants there. This is common when a brand wants to improve the shopping experience, build loyalty, and boost sales.
As mentioned at the beginning of this post, these attractive spaces are currently used to host events or temporary campaigns of short duration.
A recent notable project is the pop-in by INSTORE for Louis Vuitton at their boutique on Calle Serrano in Madrid.
An event where they presented their spring-summer 2023 season, showcasing the runway they created during Paris Fashion Week. Thanks to this pop-in, they brought an unprecedented experience to the heart of one of their boutiques, allowing customers to travel to the fashion capital without moving, thanks to screens displaying images of the runway.
In short, the opportunities to reach your audience more effectively are in your hands. You just need to think about what you want to convey and transform your shop into a meeting place between brand and customer, a space where your audience’s experiences are memorable.
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