For a long time, any retail business was required to own or rent a storefront. This was the only way you could reach your customers and sell them your products or services. Then the Internet came along, and more businesses were able to do all this online. But, as time has gone on, online retail businesses have discovered that there is something to be said for having a store. Now pop ups – or temporary retail stores – have become an integral part of retail strategy. Here’s why:
Pop Ups Provide Long Term Benefits Without the Commitment
For starters, pop ups don’t require the same level of commitment that normal retail stores do. You don’t need to purchase an entire building or sign a multi-year lease. You can set up shop for just a couple of days, weeks, or months, depending on what best suits your business plan. By having to commit less, business can try out a pop-up store and see if it works for them, without having to spend a lot of money.
However, the benefits of a pop-up store extend well beyond after you close down. You can interact with new customers, who will then use your online store for future orders. Or maybe your pop-up store makes the news, which will exist on the Internet forever, and can attract more people down the line. Running a pop-up store could realistically provide you with benefits for years to come.
Allows Customers to Experience Brand in a New Way
The best thing about pop ups though is that they let you interact with your customers on a different level. For many customers, they need to see and touch a product before they feel comfortable making a purchase. Putting together a temporary pop up shop allows you to reach this customer base and convert them into return customers.
At a pop-up store, you can give out samples, try out new products, and gather customer feedback as they use your product. These are invaluable tools that allow you to learn more about your customers that you can’t really get when you only operate online.
Finally, a pop-up store helps you to promote your brand image. Let’s say you run a retail business that produces a new children’s toy. Which is going to leave a larger impact on potential customers: a website with some videos showing how the toy works, or a store in which a bunch of kids are all running around and playing with your toys?
When you run a pop-up store, you can decorate it however you want, and really turn it into a place that exemplifies the image you’re after, leaving an impression that remains long after the customer leaves the store.
Make Pop Ups a Part of Your Retail Strategy
If you run a retail business, and you operate mostly online, it’s time to consider setting up a pop-up store. Not only are they more affordable than having to build a permanent store, but you can get lasting benefits from it – benefits that you can’t get online. To learn more about the benefits of pop up stores, or how you can start working one into your own retail strategy, please feel free to contact us at any time.