Pop-up's are temporary retail establishments that are typically set up for a short periods of time in a physical location such as a store, kiosk, or event space. Pop-up businesses can sell a variety of products such as clothing, accessories, home goods, food and beverages, and are usually positioned in a store that sells similar items (stationary business selling in the gifting section of a department store). In recent years, pop-up shops have become increasingly popular as they offer several advantages over traditional stores.
For small businesses in particular, they provide a useful tool to increase their visibility, promote their products, engage with customers, and personalise their marketing in innovative ways. Here we will explore some of the biggest advantages to starting pop ups for your small business;
- Increased exposure
Pop-ups can attract the attention of visitors and increase their awareness of your small business. This is especially helpful if you're a new business trying to establish your brand and gain visibility. Pop-up shops can be set up in high-traffic areas or areas where the target demographic is likely to be. This can increase the visibility of the brand and attract new customers who may not have otherwise discovered the brand. They can further be promoted through social media (hopefully by the department store itself), which can reach a wider audience and help generate buzz and interest for the brand. Jessica Anderton Designs has popped up in multiple large scale retailers, including Harvey Nichols, Fenwick and John Lewis.
2. Brand building
Pop-up stores can be a powerful tool for building brand awareness and loyalty, as they provide a unique opportunity for customers to interact with a brand in a tangible and memorable way. Not only this, but pop-ups can create a sense of excitement and exclusivity among customers, as they offer limited-time products or experiences that are not available elsewhere. They can be used to promote offers, deals, or discounts. This can encourage visitors to become customers by making a purchase, subscribing to a newsletter, or following you on social media. It is also a testament of the success/ popularity of your brand - which is an attractive quality and will give customers confidence in purchasing.
3. Convenient and flexible
Pop-up businesses can be set up quickly and easily and can be moved to different locations or events as needed. This makes them ideal for testing new markets or reaching new customers. Typically, they also have lower overhead costs than traditional retail stores, as they require less long-term investment in rent, fixtures, and staffing. Pop-up shops often feature a curated selection of products or a limited inventory, which can help simplify the setup process and reduce the amount of space required. Additionally, pop ups have the potential to become stocked by the retailer that you are popping up in, which would be beneficial financially due to the potential high stock purchases.
4. Customer engagement
Pop-ups can provide valuable feedback and insights into your customers' needs and preferences, as you will be speaking with them in real time! This can be beneficial to understanding your target market and customer demographics as well as test the waters with new customers or products. This can increase the effectiveness of your marketing efforts and build deeper relationships with your customers by answering questions and personalising their experience to build brand loyalty. Pop ups offer a unique opportunity for customers to engage with a brand in a physical space, providing a memorable experience. Entrepreneurs and businesses can interact with customers in a more personalised way, providing one-on-one attention and creating a sense of connection. It can also be used to create a sense of community among customers, bringing people together around a shared interest or cause.
I hope this blog post will encourage you to reach out to retailers to set up your own pop-up. We work with a great business called The Great Brand Exchange who is here to help you design, curate and deliver an experiential version of your brand that’ll leave a lasting impression on store visitors and buyers!
Jessica Anderton Designs will be popping up at the iconic Peter Jones in Sloane Square London this July. More details to follow!
Author: Anmol Sall