Love for the Temporary

Consumers are getting more and more pampered with retailers competing through an array of new ways of serving them. The convenience of various delivery models makes e-commerce challenging to compete with. Brick-and-mortar stores, without a doubt, need to inspire customer visits in order to succeed in the limitless world of e-commerce. In a world where many of us suffer from F.O.M.O. (Fear of Missing Out), retailers can certainly use this to their advantage by capitalizing on the love for the temporary through the pop-up experience.

Pop-Up retail refers to short-term selling spaces, and are the very proof that consumers feed off of their F.O.M.O.; there is no greater urgency to visit in person than the feeling that it may be your last chance to do so. They capitalize on trends and are the reason that pop-up spaces have become so popular for shopping. 

While there are many online retailers that use pop-up spaces as an opportunity for off-line exposure, we do see existing brick-and-mortar stores that also utilize them as well. Linda Farha, Founder and Chief Connector of pop-up go (a trusted connector for landlords and short-term space seekers) explains the benefits of pop-up spaces from the retailers’ standpoint: “Pop-ups can exist for many reasons: to test a specific location, gain market / business intelligence, have direct access to the end consumer, test new products and create an overall brand experience/awareness” says Farha. “Brands now have the luxury to test certain markets where they do not have a presence to be sure it’s appropriate. They may also do so to capture a seasonal opportunity, like resort wear brand Fresh Produce is currently doing with their East Hampton pop-up or in conjunction with a special event that is a good fit with their product line from a thematic perspective, such as a sporting event.”

Retailers who do not choose to invest in an external pop-up space still have the need to create the same concept within their stores. This means translating the feeling of “temporary” by carving out a section for an ever-transforming set-up. This gives customers a reason to re-visit a store’s offerings, even if the store has not received any new arrivals between flips. The key is to present a new story each time. Typically, the “launch zone”  - the very first area that customers see and walk into upon entering a store - encompasses these curated, changing stories. Alternatively, instead of a merchandised section, this “pop-up” space may be home to events, workshops, or even rental spaces to other vendors for a mini pop-up experience.

It is imperative to keep up with the speed of today’s pampered consumer‘s attention span: create urgency by capitalizing on the love for the temporary!

Pop-Up Merchandising Tips:

1. MAKE THE “TEMPORARY” STATUS EVIDENT.

Visually communicate that the set-up is only temporary, whether it’s through signage, fixture choices or presentation style. Looking like a permanent station means you are not creating the same urgency for customers to come and shop.

2. PRESENT THE BEST OF THE BEST.

Showing everything doesn’t mean selling more. Edit down your product offerings as much as possible. Customers know they are able to get the entire inventory at any other point. Inspire them with your strongest, most special curated stories.

3. CONSIDER THE SURROUNDINGS.

What is the market of the specific location in which you have chosen to showcase yourself? Even if you have multiple locations, you must stay relevant by considering neighbourhood’s community and local events in addition to the overall brand image.

4. STAY TRUE TO BRAND IMAGE.

Unless you are planning to reset your brand and would like to test out your make-over, it is important to be recognizable to your existing fanbase. Otherwise, you are losing out on the presence you have already built. Stick to your brand image, but through this temporary opportunity, ensure that it is your most premium representation yet.