Amidst mass business closure in the middle of the pandemic, it may seem like a suicide mission to open a pop-up shop. But think about the people who long for real-life experiences, those who miss going to a physical environment, and those who are tired of just shopping online. They will be your target market during these times.
Seizing the opportunity might be a wise decision because during the pandemic, commercial rent fell and lots of retail spaces became available. So you have lots to choose from should you decide to emerge and create a physical presence. Since landlords are now desperate to fill their empty spaces, we’re sure you’ll be able to find more spaces with dropped prices and eased-up lease terms.
Soon, low-budget, short-term, quick-install pop-ups will surge. So planning as early as possible will give you an advantage before the market starts to get crowded once again. All you need are the right marketing strategies and you’ll be closer to achieve success and become just like one of the leading pop-up brands in the world.
What are pop-up shops?
First and foremost, you have to deeply understand what industry you will be entering. Just like any type of business, it has financial risks but not as huge as the risks from committing to a permanent storefront.
Emerging and digitally native brands can use pop-ups as an opportunity to test whether they will succeed in having a brick-and-mortar space. It is a great way to meet current customers near their homes and introduce yourself to new customers while directly encouraging sales without spending much on online customer acquisition. A pop-up shop may look like just a regular store but for some, it can give a more unique, engaging, and better physical shopping experience.
Why run one?
There are several other reasons why you should try running a pop-up business. The first is that it can be used to create a person-to-person connection between you and customers.
Despite technology’s economical and convenient values, it still can’t replace the immersive experience brought by in-person shopping. By having a physical store, you will be allowed once again to interact with customers on a human level. This is surely effective given the fact that people hunger for connection after a long and dreadful pandemic.
A physical store allows you to connect with your customers on a human level—and people will be craving connection post-pandemic. The important role to be played by a pop-up shop also involves giving an omnichannel experience where customers will be able to learn about your products not only on social media but also on browsers, in print, and everywhere else. Having a combination of online and offline experience is an effective way to increase your pool of loyal, engaged shoppers.
Instilling a sense of scarcity and urgency is a sales tactic that’s proven effective because it rouses the customer’s drive to buy and own limited and exclusive products. A temporary pop-up shop with an announced expiration date is convincing enough to make shoppers visit before missing out. This strategy works for new products and collections or simply boosting overall brand awareness.
During busy seasons, putting up a pop-up shop can give you more sales not only during a particular holiday but way after it. Retention can be maintained and seasonal buyers can be converted into lifetime buyers. This can be done by hosting regular pop-ups during every season. Over time this will make shoppers anticipate until they become loyal to you.