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Pop-ups: An essential part of the modern retail strategy

Retail_is_Detail_Hypsos_Popups-An-essential-part-of-the-modern-retail-strategy_Image credit ShutterstockOnce a novelty concept, today pop-up stores are a firm fixture in shopping centers, transit hubs and markets – in fact, anywhere with a high footfall.

They’re no longer the preserve of start-ups and boutique retailers. Big name brands are now harnessing the power of pop-ups to enhance brand awareness, boost seasonal sales and target new markets.

“In many cases, they present an effective way for brands to test a format they haven’t trialed before,” explains JLL’s Director of London retail, Duncan Gilliard. Watch retailer Larsson & Jennings, for example, started out with a London pop-up before signing a permanent lease, and subsequently opening further stores in London’s Regent Street and New York’s SoHo.

Likewise, they’re commonly used to launch or trial new products. U.S. footwear retailer DSW, for example, recently debuted their range of customized 3D-printed shoes in pop-up locations in New York and San Francisco, which allow visitors to actually see their new shoes being made.

Even Google is experimenting offline, with a new space in New York’s SoHo. While shoppers can’t actually buy anything from Made by Google, the store provides an opportunity to try out the brand’s new hardware.

An evolving format

When pop-ups first came on the scene, critics thought they may pose a threat to traditional real estate. “We’ve seen from the way companies and landlords are using them, that in fact they’re complementary,” Gilliard says.

Take traditional British brand Hunter—known for their colourful wellies—which set up a temporary store in London’s Piccadilly Circus, just steps from their permanent flagship on Regent’s Street. “This location was predominantly a satellite that directs customers to the main store, and increases awareness of the brand,” Gilliard says.

Elsewhere, brands are leveraging pop-ups to deliver products directly to their target market, as well as get a foothold in new ones. Canadian fashion retailer Kit and Ace collaborated with luxury hotel chains for “The Carry-on”, which offered guests and local residents the opportunity to shop a selection of the brand’s travel clothing and accessories.

Crucially, the initiative also featured an online version, offering digital visitors access to city guides curated by local influencers, as well as product recommendations.

“Lately we’re seeing pop-ups used as a key part of an ominchannel marketing plan,” says Gilliard. “Brands are realizing that they need to harmonize the digital and physical. If someone has a good brand experience in the real world, they’ll buy online.”

New opportunities for big names

Within the modern day retail strategy, pop-ups are frequently used to engage consumers in unique and experiential ways, such as drinks brand Rémy Martin which travels round U.S. cities and allows visitors to blend their own cognac. “Brands, for their part, recognize that a pop-up needs to provide something special. A smaller version of a freestanding store simple won’t work,” says Gilliard.

Creating such immersive and interactive experiences can convert casual visitors into long-term customers.

Moreover, to businesses offering season-specific products and services, the pop-up offers big benefits. “Ice-cream brand Magnum have been successful with their pop-up stores in Central London which has allowed them to maximize their brand awareness at the peak of summer,” says Gilliard.

Making pop-ups pop

While temporary stores have transformed the retail strategy of many brands, Gilliard notes that brands should think carefully about how the format fits in with their overall approach: “For some retailers, because of their concept and the amount of time it takes to launch, the pop-up doesn’t work.”

A key challenge for retailers is gathering accurate results in a relatively short time-frame. “When trialing for physical stores, retailers need to take a pop-up for at least six months to a year,” he explains. “We generally see that retailers become much more successful the longer they’ve been in a location, due to factors like word of mouth and consumer awareness.”

However, as long as pop-ups continue to draw in consumers, they will remain a key part of a retail strategy. “Now that so many big brands are embracing it, the pop-up has hugely improved in quality and creativity in the last 10 years,” concludes Gilliard. “I believe the format will continue to move in that direction.”

Source: by Natalie Holmes, JLLRealView.com

Image credit: Shutterstock

Much interest for Retail is Detail ‘s pro-active pop up strategy for malls

During Mapic 2016 there was a real flow of interested parties to find out more from our show team at the Mapic. 

John Blogg, our CEO, presented a papier on more use in malls of pop up ideas in order to create more compelling experiences for consumers.

Malls were invited  to increase the diversity of pop up offers and to plan more in avance.

Especially the innovative pop up presentation developed for the van Gogh museum caught the attention of the experts.

retail-is-detail_van-gogh-pop-up-museum-queuing-people-at-edmonton-shopping-mall

The Van Gogh Museum edition pop up at the Canadian Edmonton shopping mall made possible by Retail is Detail and the Van Gogh Foundation.

 

Mapic 2016 was again a resounding succes for Retail is Detail

Here two executives of AEON Mall Japan who got ”in touch” with the Sunflowers of Vincent van Gogh as shown on the Retail is Detail Booth!

Retail is Detail guides and supports the famous Amsterdam Van Gogh Museum in their endeavors to expand their special editions POP UP project globally.

AEON Malls Tokyo flagship Mall caters for some 100.000.000 annual footfall!

mapic_2016-retail-is_detail_aeon-malls-tokyo

 

Pop up psychology

In an interview with John Ryan of Reed Midem Real Estate Shows, John Blogg, Managing Director Retail is Detail, explains his pop up psychology with its relating marketing opportunities.

You want to know more, please read the news article: retail_is_detail_pop-up-psychology retail_is_detail_pop-up-psychology

Source: Mapic 2016 news 2 by REED MIDEM REAL ESTATE SHOWS – issuu

 

Retail is Detail with Van Gogh Museum at the Mapic 2016!

mapic-2016

The Mapic organization has invited Retail is Detail to become a sponsor at the Mapic specialty leasing lounge in the main hall, Palais– 1.

In this specialty leasing lounge we are introducing a number of our exciting news clients for POP-UP opportunities: Dockfour, JacketzCarimaud and Le Bonparfumeur.

We are proud to announce that Van Gogh Museum will be introduced as well at the Mapic 2016. The Van Gogh Museum has requested Retail is Detail to assist them with a project to ascertain the viability of partnering on a global scale with leading mall and airport operators. All in support of their global funding drive. As well as to bring the masters work to more people in the world. At the Mapic 2016 Van Gogh Museum will be present with one of the nine new generation 3D-reproductions “The Sunflowers” that will form the backbone of their innovative mall POP UP project.

We are a full service one-stop-shop retail consultancy. We build, design & even operate pop-ups, with retail stores we give strategic hands-on advise on how to succeed in retail.

If you are planning to visit us, please let us know as we are more than happy to welcome you at the Mapic 2016!

Should you open a pop-up shop?

retail-is-detail_adidas-pop-up-store

Are you looking for a way to spark excitement around your retail brand or mall even test a new product line or reach out to a new market without making a huge financial commitment?

The answer just could be a pop-up shop.

Want to know more about how we can assist you as your pop-up retail consultant?

Contact us today at +31 6 54988843 or send us an email at info@retail-is-detail.com

Source: by Rieva Lesonsky SmallBizTrends.com & specialty retail report

Van Gogh art made available to everyone

for-comparison-this-is-the-original-1889-painting-by-van-gogh-on-view-at-the-art-institute-of-chicagoWatch this news Van Gogh’s painting “”the bedroom”’ made available to everyone via airbnb and the Art Institute Chicago!

The results:

Art Institute Museum online ticket sales went up 250%

Within one 1 week news covered in 100 countries!

Highest attended exhibition in 15 years

 

Read also how Retail is Detail has contributed to bring Vincent van Gogh to the world with a Van Gogh Special Editions Pop-Up Tour of  North America

 

Want to know more about what we do? contact us today at +31 6 54988843 or send us an email at info@retail-is-detail.com

Or

Come and see us at Mapic 2016 16/18 November in Cannes France!

 

Copy its successfull Mall of Scandinavia to the Netherlands

A significant investment of € 450 million in the Dutch retail business! Unibail-Rodamco wants to copy its successfull Mall of Scandinavia, Stockholm/Sweden, to the Netherlands.

In 2019 the Mall of the Netherlands will be opened with shiny marble floors, eight meter high glass fronts, twenty restaurants, a fresh market as the Markthal in Rotterdam and a movie theater with ten theaters. It wil get a “four star service level”: thousands of free parking spots, free wifi and customers will be able to (cold) store their shopping bags and groceries. Via the mall’ app the customers will receive tailormade offers. Shopping must be a live experience. In short: positive news in retail business, see NRC news article.

Retail is Detail is a full service one-stop-shop retail consultancy. We build and design pop-ups, retail stores and give strategic hands-on advise on how to succeed in retail.

Contact us today at +31 6 54988843 or send us an email at info@retail-is-detail.com.

retail-is-detail_nrc-about-retail-success-of-mall-of-scandinavia-to-the-netherlandsNews source: NRC

Photo:  David van Dam Artist Impression / MVSA Architects

Retail is Detail for pro-active pop-up consultancy at the Mapic 2016!

We as Retail is Detail are exhibiting again, after last years success, at the Mapic 2016 in Cannes with booth number R7.D28 as your global POP-UP and short term event !

We are also introducing a number of our exciting new clients for POP-UP opportunities through the POP UP Mapic pavilion and booth number R7.D28.

Opening times:

16-17 November 08.30 – 19.00

18 November 08.30 – 17.00

Location:

Palais des Festivals, 1 Boulevard de la Croisette, 06400 Cannes, France

See here for more practical information on Mapic 2016.

If you are planning to visit us, please let us know as we are more than happy to welcome you at our Mapic 2016 stand!

Hope to see you at the Mapic 2016!

Retail is Detail exhibitor at the Mapic 2016!

Retail is Detail exhibitor at the Mapic 2016!

Consumers do no longer buy in shopping malls

Consumers do no longer buy in shopping malls

The American malls are still an important social facilitator. “The major difference with the past is that mall visitor does not buy anything anymore” states Interbrand chief strategy office Stephan Gans in the RetailTrends issue of October 2016.

As a result of the recession four hundred out of the total of two thousand shoppings malls in North America have closed down. However the mall feature will not disappear. Larger parts of North America have an inhospitable climate with far too high or low temperatures. The need for an air conditioned indoor shopping facility to shop, to socialize with friends, to eat, will remain.

According consumer behavior specialist, Mary Brett Whitfield of Kantar Retail, the malls, which are still going strong, do not focus on product range but on an “unique experience”. An very good example is Destiny USA in Syracuse, which has developed a theme concept for among others laser game and midget golf. Visitors of this mall are staying now longer for on an average of six hours.

The October issue of RetailTrends shows more details on how to shopping malls can survive in the 21st century.

Retail is Detail’s innovative pro-active, strategy program for malls is a great answer to many of the Malls woes! Maybe it is time to give us a call or visit the team at Mapic booth R7 D 28 in the Riviera Hall during 16- 18 November. We are working with some of the leading Asset ones in the world to assist them to make their Malls more attractive to consumers.consumers-do-no-longer-buy-in-shopping-malls

Source: RetailTrends

Retail is Detail at the Mapic specialty leasing lounge!

We are proud to announce that the Mapic organization has invited Retail is Detail to become a sponsor at the Mapic specialty leasing lounge in the main hall, Palais– 1!

In this specialty leasing lounge we are introducing a number of our exciting news clients for POP-UP opportunities:

Dockfour

Jacketz

Senta

Le Bonparfumeur

We are a full service one-stop-shop retail consultancy. We build, design & even operate pop-ups, with retail stores we give strategic hands-on advise on how to succeed in retail.

If you are planning to visit us, please let us know as we are more than happy to welcome you at the Mapic 2016!

Hope to see you at the Mapic 2016!

What is a pop-up shop and six strategic marketing tips for pop-up shop success

You want to increase your ecommerce business and other internet-based brands? Pop-ups shops are becoming increasingly popular. You need to know some specific techniques in your strategic marketing to help achieve the best results.

What is a pop-up shop and six marketing tips for pop-up shop success.

Retail Is Detail is a global full service retail pop-up consultancy and provider.

Contact us today at +31 6 54988843 or send us an email at info@retail-is-detail.com.

Source: CIO from IDG

Is a pop-up a marketing tool or a solution for empty stores?

Is a pop-up a marketing tool or a solution for empty stores? We believe it is a truly marketing tool, so does Amazon. Take a look at Amazon’ plan to have to 100 pop-up stores in US shopping malls over the next year and pictures of existing Amazon pop-ups.

Retail Is Detail has all the knowhow to help you succeed in succesfully launching a retail pop-up campaign.

Contact us today at +31 6 54988843 or send us an email at info@retail-is-detail.com.

Source: The Real Deal

Van Gogh Pop-Up Exhibit In Canada

EDMONTON —  The Van Gogh Museum Edition Pop-Up made possible by Retail is Detail and the Van Gogh Foundation allowed a number of visually impaired children a rare opportunity to get up close and personal with the Dutch master’s art. While touching an original piece of Vincent Van Gogh’s work is prohibited in museums and galleries, a Pop-Up with some of his masterpiece replica’s gives everyone who visits the chance to see, touch and feel his work.

Replica’s

In order to properly replicate the strokes, a silk, rubbery cloth is placed over an original piece of Van Gogh’s work to creative a negative of the painting. That negative is taken to a photography shop where a 3D printer is used to print the piece on a canvas. From there, colour specialists spend months on each piece, getting the colours of the painting just right.

“You can actually feel… how he actually made those brush strokes and it gives a different dimension to the painting,” said Stefanye Kaltenvrunner, executive assistant at Tribute International, the media and entertainment company behind the exhibit at Southgate Centre.

“You can really feel what he tried to express and I think for someone that’s visually impaired, they can actually experience art for the first time.”

The pop-up exhibit runs at Southgate Centre until Nov. 15.

Want to know more about what we do?
contact us today at +31 6 54988843 or send us an email at info@retail-is-detail.com

Retail Pop-Up Marketing is Essential

Pop-up Retail Marketing is an essential part of the “experience economy”, guaranteeing customers exclusivity because of a limited time span. In order to succeed with a pop-up retail store, you need a clear goal assessment, ideation, and the right location, followed by effective budgeting plans, design plans, marketing plans and more.

Thanks to their mobility, pop-up stores offer unparalleled opportunities for targeting and customization. Get insights and actionable steps for the planning, production and execution stages of a pop-up store event.

Retail Is Detail has all the knowhow to help you succeed in succesfully launching a Retail Pop-Up Campaign.

Want to know more about what we do?
contact us today at +31 6 54988843 or send us an email at info@retail-is-detail.com


Retail is Detail launches the Van Gogh Museum Editions POP UP in Edmonton’s Southgate Mall

Together with our client IvanhoeCambridge of Canada we are proud to launch on the 15th October 2015, the exciting POP UP for the Special edition collection by the Amsterdam Van Gogh Museum in the top Southgate Mall in Edmonton Alberta Canada.
Read more

Pop-up Retail Is Hot & Happening

Pop-up stores are here to stay!

A historically high level of shop vacancy rates, combined with changing consumer preferences and a growing emphasis on locally sourced products has created the perfect storm for the sector to flourish…
Read more

What Makes a Pop-Up Campaign Successful?

Make your pop-up experience unique and memorable

In order for a pop-up campaign to be successful you need to achieve high levels of customer engagement and offer an experience that’s truly unique and memorable. But in order to engage your target audience, you need to have a good understanding of them.
Read more

Why Startups should Pop-Up

Pop-ups could be successfully used by startups. Here are some ideas to think about:

 

1 DATA COLLECTION
This can be as simple as asking customers for email addresses, to using mobile pop-up concepts (think temporary shops in buses) to decide on the location for a permanent bricks-and-mortar store. The likes of Cadbury’s have even experimented with online pop-up stores. In 2009, it allowed customers to get a free scarf by “finding” a virtual shop on fashion blogs and online retailers. While the digital pop-up trend is still developing (from interactive digital bill-boards, to online stores that are only accessible in certain locations at certain times), it’s another way to collect customer information while driving discussion.

2 ONLINE RETAILING
One of the best methods for acquiring new customers is to forget the limitless frontiers of the internet, and to target specific geographical locations. One way of doing this is via limited forays into the high street, both to gauge the impact of products on certain demographics and to build word of mouth interest.

2 DATA COLLECTION
This can be as simple as asking customers for email addresses, to using mobile pop-up concepts (think temporary shops in buses) to decide on the location for a permanent bricks-and-mortar store. The likes of Cadbury’s have even experimented with online pop-up stores. In 2009, it allowed customers to get a free scarf by “finding” a virtual shop on fashion blogs and online retailers. While the digital pop-up trend is still developing (from interactive digital bill-boards, to online stores that are only accessible in certain locations at certain times), it’s another way to collect customer information while driving discussion.

3 COLLABORATION
Pop-ups are an obvious way for newer companies to piggyback on the credibility of established retailers. Selfridges, for example, is providing space for emerging fashion and lifestyle brands, and other retailers are also opening up their floorplans for temporary occupation.

But pop-ups could also be a chance to experiment with new collaborative possibilities with other startups, particularly where the trend is being broken down even further. OneDayShop in Amsterdam, for example, allows companies to rent single shelves for just a few days. You may well find a new supplier, a new business partner, or a new pivot for your company…

Source: City A.M


Want to know more about what we do?
Contact us today at +31 6 54988843 or send us an email at info@retail-is-detail.com


Pop-Up Stores – A Brief History

Early adopters of pop-up stores

The concept of pop-up stores also known as the guerrilla store was popularized by Japanese fashion label Comme des Garçons. Its founder, Rei Kawakubo, opened the label’s first pop-up store in Berlin in 2004. Since then, the fashion label has been making its mark around the world through pop-up stores in Warsaw, Helsinki, Singapore, Los Angeles, Hong Kong, Glasgow, etc. These stores are usually only open for a year and are situated in unpredictable locations away from fashion hubs and districts. The temporal and anti-establishment nature of these pop-up stores has enabled the label to constantly evolve and build a name for itself in the fashion space. This pop-up concept was quickly embraced by the progressive fashion industry players as a way of bringing exclusive tastemakers to the stores.

Noting the appeal of pop-up stores to consumers, this guerrilla marketing tactic is no longer exclusively used by the fashion industry.

Retailers and brand owners value the pop-up store tactic for:

  • Creating an instant buzz;
  • Allowing for non-committal exposure;
  • Creating opportunities for brands to experiment;
  • Informal, cost-effective test-beds for new products and concepts

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Want to know more about what we do?
contact us today at +31 6 54988843 or send us an email at info@retail-is-detail.com


Airport Specialty Retail Tips for Retailers

Here are some retail tips for if you’re thinking of setting up shop at an airport.

1.

To get your concept approved at an Airport do the necessary homework to create a well-researched and well-defined retail concept. Second, remember that just because a concept works in a mall does not mean it will work in an airport. The best airport business proposals are the ones that include a thoughtful, thorough analysis of the product, how it appeals to the target airport shopper and how the business will be visually merchandised and managed. In the end, if you give the airport management a clear and thoughtful analysis of your business, you’ll have a much better chance of getting your concept approved and launched.

Read more

Differences between airport and mall shoppers

Differences between airport and mall shoppers include the following:

The first and somewhat obvious difference revolves around the reason why people are at the mall as opposed to the airport. Shoppers visit a mall with the primary purpose of shopping, but people at an airport are generally there for one of three reasons:

  • To travel, or
  • to pick up or drop off someone who is traveling or
  • to work at the airport. Thus, shopping is at best a secondary consideration for airport visitors;

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We Love Airport Specialty Retail

High traffic and a captive audience can be just the perfect combination

Airports have always been a popular location for specialty retail businesses and kiosk operators looking to enter the airport market because they all realize, high traffic and a captive audience can be just the perfect combination for your retail concept.

Read more