Picture this: you’re a ‘legacy’ retailer and, perhaps contrary to your better instincts, you’re about to open a new store (the lease was signed a few years ago, so you have little choice) and you want to let shoppers know about it.
As it happens, in spite of the fact that you’ve been around for many years and you’re a national name, you are the new kid on the block in this location and are something of an unknown quantity locally.
The question therefore is what needs to be done to get the message out there? The answer may be to do what some of the biggest online names have been doing for some time: stage a pop-up.
In recent weeks, Amazon Fashion has been and gone on London’s Baker Street, and it garnered an almost unfair amount of coverage thanks to nailing its colours to the mast of several large brands and media players with a five-day programme of in-store events.
It’s fair to remark that had the store been permanent, it might not have had the same exposure and perhaps might have passed somewhat unnoticed.
The same is true of Notonthehighstreet’s current pop-up on the main concourse at Waterloo station. This one opened at the end of last week and, whatever its merits, it was attracting shoppers because of its unusual location and also because it is, as the name implies, not on the high street.
Less is more
All of which perhaps provides an answer to the legacy retail operator in search of marketing inspiration. A new store in a new location is as much about impact and perception for them as it is for any of the online players heading for retail’s physical playground.
“There has to be a good reason why Amazon and others choose to open pop-ups. They know scarcity creates value and appearing and then disappearing gets you noticed”
Instead of a concerted local advertising campaign that may or may not be remarked upon, perhaps the solution is to open a pop-up a few weeks ahead of the store opening itself. If you’ve completed part of the store ahead of time (it does happen) you could even offer a snifter of what you are all about before the store officially opens.
This may sound a little obvious, but there has to be a good reason why Amazon and others choose to open pop-ups rather than going permanent. They know that scarcity creates value and appearing and then disappearing gets you noticed.
The same holds good for physical retailers looking to promote new stores. Pop-up, disappear and then reappear – it will pay dividends.
1 Reader's comment