Why Startups should Pop-Up | Retail Is Detail
June 10, 2015 Bernard - Retail Is Detail

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


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