How to increase your sales with an impactful pop-up store

19/04/2023

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.

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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 store

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.

Benefits of pop-up stores

Pop-up stores attract customer attention due to their ephemeral nature: Knowing something has a start and an end creates a sense of urgency to visit the space within a specific timeframe. This is why they are widely used for specific and seasonal campaigns such as Christmas, summer, sales periods, etc.
With a good strategy and an attractive project, you can improve your social media presence and increase engagement: An experience that your customer appreciates will make them want to share it on their social media. If you offer them something in return, success is guaranteed.
You can also use pop-up stores to test products: See if they will succeed in the market if offered globally and for a longer period.
Another benefit of investing in pop-up stores is that they allow you to understand how your brand performs in a city or area: They help you mitigate risks and ensure the viability and success of your brand or a new product.

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.

Bring your sales space to life with unique events

4 keys to executing a pop-up

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 very new concept: what are pop-in stores?

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.

SS23 Pop-In Louis Vuitton in Madrid

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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How to increase your sales with an impactful pop-up store

Pop-up store

Benefits of pop-up stores

Bring your sales space to life with unique events

4 keys to executing a pop-up

A very new concept: what are pop-in stores?

SS23 Pop-In Louis Vuitton in Madrid

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