How Pop-Up Retail can Drive Business Success
The pandemic has been a catalyst for change in many sectors, none more so than in the world of retail. While lockdown shopping has been a major boost to e-commerce sales, the proportion of purchases made in-store is still a staggering 79%. The re-opening of retail stores is likely to boost in-store shopping as pent-up demand hits the high-street. The second half of 2021 could see a boom in footfall numbers creating exciting opportunities for experiential marketing and customer engagement.
Successful brands are employing a dynamic mix of digital and experiential marketing to engage customers. A recent study by the International Council of Shopping Centres found that opening a new store increases digital traffic to a brands website by an average of 37%. In-store experience remains a powerful marketing tool for brands. A fantastic example of in-store experiential marketing is Louis Vuitton’s vibrant summer pop-up campaign. Summer themed pop-ups in London, LA, Hamburg, and New York have been wildly popular on Instagram and TikTok. The campaign has created an uplifting customer experience and a wave or internet buzz.
Louis Vuitton Pop-Up Store, New York
The in-store experience goes far beyond a bump in online traffic. Physical interaction presents an opportunity to speak to customers, gather product feedback and observe customer behaviour. This is an invaluable chance for small businesses to gather customer data while building brand loyalty. Opening a pop-up store is a sure fire way to drum up excitement and increase sales but it’s this connection with customers that builds a foundation on which your brand can grow.
An uptick in sales is easily measured, the less tangible boost to reputation can however be the most substantial return on investment. That same report by the International Council of Shopping Centres found that a new physical store can increase a brands overall share of web traffic by 27% giving the brand a substantial advantage over competitors.
Brick and mortar remains a vital part of any retail brands sales and marketing strategy. It’s never been easier to start your own pop-up. Many e-commerce platforms like Shopify, WooCommerce and Squarespace already offer offline payment solutions. All you need is the right space. Check out the Fillit platform for a list of exciting pop-up units in Madrid, Barcelona, Dublin, and beyond!