A retail pop-up, also referred to as flash retailing, is a temporary way for customers to try your new products in person. From clothing and jewelry to eyewear and skincare products, retail pop-ups enable a unique, hands-on experience that is different from your traditional storefront. It gives your retail business the opportunity to incorporate educational elements, interactive moments, and an overall one-on-one feel that will build emotional connections between you and your customers.
Retail pop-up stores generate consumer interest in your brand with a fun, limited time event. Specifically, the short-term aspect of a retail pop-up adds a sense of urgency, making whatever exclusive product giveaway or immersive experience your company has planned special and memorable, resulting in long-lasting, positive brand affiliations.
As a strategy, pop-up shops are tapping into something that’s been missing from marketing for a long time— connection. Consider yourself on your brand’s frontlines, interacting with your target audience.
In a world where most of our connection comes from behind a screen or on social media, the power of this type of brand experience shouldn’t be underestimated.
In honor of the limited-edition collaboration between MCM and Seoul-based artist, SambyPen, we hit the streets of New York and Los Angeles with a retail pop-up using a food cart and food truck dressed in the collection’s signature aesthetic. While guests shopped the collection, comprising of leather goods and apparel, they also enjoyed complimentary cookies, iced coffee, and the opportunity to engage with a branded AR filter.
To help Aerie kick off the cozy waffle season, we brought a one-of-a-kind Waffle Truck on a mobile tour spreading ‘A Waffle Lot of Love’ in cities like New York City, Chicago, Nashville, Boston and DC. This cozy party was first come, first serve— and if you were lucky enough to join early, you enjoyed a cozy pairing of waffle apparel, Belgian Boys Stroopwafels, and exclusive coupons to redeem in-store or online.
After Miu Miu unveiled a new signature logo at the Paris Fashion Show in 2019, they put us in charge of a retail pop-up that would celebrate its revamped look and cater to its young demographic. The uniqueness of our e-tuk brought out the unconventional spirit of Miu Miu, while the interior allowed us to create a showroom to display the Miu Miu’s Spring season handbags.
The conceptualization of your retail pop-up is something you can brainstorm alone, or alongside our creative team. The possibilities include product sampling events, exclusive giveaways, showrooms, and more. Whichever direction you choose to go in, it’s important to keep in mind that the design and concept of your pop-up shop will be the first thing people notice and will ultimately dictate whether or not a consumer wants to engage with your brand activation.
Our production team provides 3D renderings, vinyl wrapping, and completely customizable retail pop-up shops so that you can communicate your brand’s message at a glance.
Maybe you already have your dream destination in mind, or maybe you’re still weighing your options. Once you pin down a place for your mobile pop-up, then you’ll need to consider the logistics— especially as it pertains to permits, you should cover all your bases. Thankfully, when you work with us, permitting is an aspect of your mobile retail space that we handle altogether. From location scouting to filing the proper paperwork in cities across the US (and even internationally), we can take the lead.
Depending on the creative direction you choose, your pop-up shop will require different equipment. For instance, if you work with us to include a culinary element, then you should consider the proper cooking equipment, while if you’re looking to have consumers sample your new products, then you should make sure you have plenty of the product itself to other supporting items.
Retail pop-up shops are a form of marketing, but they also require marketing, too. Use your time pre-opening to start creating buzz around your limited-time store by leveraging social media, influencers, email marketing, ads, and more. Especially if you’re not 100% confident that your location will attract customers organically, then pre-promotion can guarantee a crowd, which takes pressure off your team on the actual day.
Traditional retail stores can use pop-ups in a variety of ways to bring in new audiences and elevate their brand name. A spike in sales can be found in other forms of marketing too, but experiential marketing strategies like pop-ups create a sense of connection between the community at hand and your company, which drives meaningful, long-term results.
When you’re envisioning your pop up space think of what you as a consumer would want to experience when engaging with a brand. Whether you’re a start-up or a household name, the effect a successful pop up can have on your business is monumental. Especially when you focus on making your event space as interactive and interpersonal as possible, you’re more likely to attract long-term attention around your product launch or brand at large.
