Mobile Retail is any form of retail shop on the go such as a mobile pop-up shop, or mobile boutique, with the express goal of generating engagement between brands and consumers. They’re ideal for product sampling, brand awareness campaigns, new store openings, demos, and other marketing events.
Mobile retail shops are used as part of an overall retail activation marketing strategy. Brands incorporate mobile showrooms or retail shops to create one-of-kind experiences and communicate a message. They offer the opportunity to develop connections and lasting impressions in the minds of consumers. Brands can benefit from mobile retail campaigns in a multitude of different ways.
Nothing beats an in-person connection - which is exactly what mobile retail offers. From free products to an instagrammable backdrop, consumers have the opportunity to engage with brands, ask questions, and develop a lasting impression.
Mobile boutiques flaunt unique designs and offer noteworthy experiences that generate buzz. They garnish media attention and people are eager to spread the word through social media. The result is a larger organic outreach and increased brand or campaign awareness.
A mobile retail store is a perfect way to generate hype around a store opening. Brands can park a mobile showroom vehicle outside their storefront and offer free goodies, samples, or even a photographic backdrop as a promotion. Shoppers become engaged and store traffic skyrockets.
Mobile retail tours make it easy and inexpensive for brands to enter new markets and generate feedback. It’s even possible to go on full-blown, mobile pop up shop tours across different cities. Experimenting with different places and reaching new customers has never been more straightforward.
Mobile showrooms are ideal for product demos. There’s no better time to get honest feedback than when customers are already engaged in an immersive experience. The hype around a mobile pop up shop also boosts demand for new products.
The mobile showroom starting price is around $25,000. This includes wrapping and transporting the mobile showroom vehicle. The final price is also affected by factors such as permits, location, and staffing. Additional customizations, such as the visuals and food/beverages being, served will also influence the price.
There’s no equivalent to being able to view and try on jewelry in person. Unique mobile showrooms that function outside of the traditional e-commerce and retail spaces can bring jewelry to new audiences.
Ask any make-up loving guru and they will tell you how difficult it is to buy make-up online. However, an interactive experience is just what consumers need to get them enthusiastic about products.
When shopping for clothes, style and the name of the brand matter most. A mobile showroom designed with on-trend visuals will flood social media and generate thousands of impressions.
Offering complimentary samples is one of the surest ways to create hype around new products. Luxury coffee brand Nespresso served complimentary cups of coffee featuring its new line of flavors from a decked-out mobile retail store. The campaign boosted store traffic and reignited customers’ passion for the brand.
New technology can be complicated. It helps when customers are able to be walked through the product, try it out for themselves, and ask questions. Mobile showrooms are the ideal setting for these types of interactions.
There are few things that draw in crowds the way a mobile showroom does. Custom-branded visuals will stand out from the rest at trade shows, festivals, and fairs.
Be aware of permits and parking regulations unique to the cities you will visit.
Consider additional requirements such as necessary Department of Health regulations, general vendor licenses, or other required permits, which also vary from city to city.
Encourage communication between staff and consumers. Remember to gather information about customers.
Include unique display items that both resonate with your brand and accentuate the design of the mobile showroom to draw in crowds.
Decide the function of your mobile showroom. Will you be serving drinks, snacks, or displaying samples? You might even want to include giveaways.
Consider developing a unique hashtag for the duration of the activation event. Encourage consumers to use the hashtag and share their experiences on social media.
Consider using distinctive digital displays that can educate the public about products and further drive engagement.
Luxury coffee brand Nespresso witnessed first-hand how an experiential marketing campaign could transform its retail foot traffic. Nespresso parked a dual mobile showroom and coffee pop-up outside its retail locations in numerous cities to offer pedestrians product samples - all while communicating the brand’s identity. People who were unaware of the brand began buying coffee machines while locals were reminded of all the store had to offer.
Chanel partnered with Food Truck Promotions to create an interactive experience featuring mobile showroom vehicles adorned with the brand’s iconic “Allure Rouge” lipstick color. Brand ambassadors handed out custom-crafted “Hot Coco” and consumers were eager to share the “Insta-worthy” moment on Instagram - generating over 5 million impressions.
