How can retailers best utilise the pop-up format?
Since its birth in the early 2000s, the pop-up has gathered pace and become an avenue for retailers to play out the latest innovations, trial new technologies, test the market and promote seasonal marketing campaigns.
Its temporary nature means that retailers must often contend with quick turnaround times.
Darren Jackson, retail solutions director at APS Group, a marketing communications business, says retailers must face the challenges around in-store branding head on – from ticketing to the physical fixtures required to ensure that the ‘up one minute, down the next’ concept runs smoothly.
He says: ”For smaller brands, start-ups and those with a tighter budget, pop-ups are the perfect opportunity to experiment and to test the marketplace.”
He adds that in order to maintain loyalty, the space needs to retain a tone of voice in keeping with the brand’s messaging and strategy, paying consideration to the environment and adapting point of sale and in-store merchandising accordingly.
“The shop may be temporary but it’s important that it still has a quality feel that can be pulled up and down again and is hassle-free.”
Jackson says: “The pop-up store has surpassed its ‘fad’ tagline and is now a viable and realistically priced option for high street retailers. With technology solutions pushing the boundaries in terms of installation times, it’s essential that retailers consider the functionality of the space as well.” Doing so will ensure that the concept of the pop-up runs smoothly and continues to spark the interest of the consumer.
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