How Brands Can Achieve Their Visibility and Product Turnover Goals in the Modern Channel
In this article, we will explore a cutting-edge tactic to boost brand presence and trigger a significant increase in product turnover in the modern channel: pop-up stores and pop-up exhibitions. We will discover how these ephemeral retail experiences ignite public curiosity and create a sense of urgency, opening up new opportunities for brands in large retail spaces and specialized stores.
These ephemeral installations can take many forms, from pop-up shops in strategic locations to themed exhibitions at special events. What makes them exceptional is their ability to tell stories and create a sense of urgency that actively engages consumers.
Example: Disney’s Pop-Up Stores:
You probably have the exciting Disney X Coach pop-up store in Shanghai in mind. This innovative concept drew inspiration from beloved classic Disney movies and aimed to celebrate the reopening of the theme park in China (Shanghai Disneyland Park) after the pandemic, offering visitors a unique experience.
The benefits of a Pop-Up exhibition Store in your marketing strategy are:
• Offers a Unique and Captivating Experience for Consumers, e.g.:
Unique Experience: A luxury brand’s Pop-Up Store can offer a sensory experience, like a virtual reality wine tasting, that captivates customers.
• Allows You to Stand Out with Creative and Unique Boutique Design, e.g.:
Creative Design: A fashion brand’s Pop-Up can stand out with cutting-edge interior design that appeals to fashion enthusiasts.
• Facilitates Branding and Highlights Its Added Value, e.g.:
Powerful Branding: Imagine a high-end headphone brand. Its Pop-Up Store could be designed as an intimate concert hall. Customers can try out the headphones while enjoying exclusive performances by local artists.
• Increases Engagement by Encouraging Customer Interaction, e.g.:
Increased Engagement: A fitness Pop-Up can organize yoga classes that foster a genuine connection with participants.
• Provides an Opportunity to Reach Your Offline Target Audience, e.g.:
Offline Reach: A gardening equipment brand, primarily selling online, can open a Pop-Up at a local farmers’ market to showcase its products in an authentic environment and provide in-person gardening tips, attracting local customers who haven’t yet purchased online.
Another significant benefit of the pop-up store lies in the fact that, while promoting a new product, you can also have potential customers try and provide feedback on products you plan to sell in the future in your online store.
Example: Pantone Café Pop-Up:
A creative example of a pop-up store is the Pantone Café, located in Monaco during Paris Fashion Week, with the motto “taste the color.” It offered granitas and food matching the respective Pantone colors. The result of this creative pop-up store example is a willingness among visitors to buy these products and fulfill their desire to have a granita in the same mint color as Pantone. Is it possible that Pantone lovers will buy this type of granita in the future? With the pop-up store, any product idea is possible, as long as it’s creative.
Advantages of Pop-Up exhibition Stores in the FMCG (Fast-Moving Consumer Goods) Industry in Supermarkets, Malls, and Consumer Centers:
a) Real-Time Product Testing: If you’re a brand of energy drinks, your Pop-Up Store could allow consumers to try a new flavor before officially launching it. You gain valuable customer feedback on the spot, helping refine future products.
Example: A stand in a shopping mall allows shoppers to try a new soda flavor and provide instant feedback.
b) Generating Buzz on Social Media: Designing your Pop-Up exhibition Store attractively and uniquely can lead visitors to share photos and experiences on social media. This amplifies your online presence without additional costs.
Example: A colorful, themed corner with options for taking selfies attracts people and generates viral posts.
c) Exclusivity and Urgency: Offer exclusive products or promotions for the duration of the Pop-Up Store. This creates a sense of urgency and exclusivity that motivates consumers to make purchases.
Example: A chocolate brand offers a limited edition of custom-packaged chocolate boxes (custom counter display boxes) that can only be purchased at the Pop-Up Store.
d) Gathering Valuable Data: Seize the opportunity to collect customer data, such as email addresses or preferences. This allows you to continue engagement after the Pop-Up Store closes its doors.
Example: Offer a giveaway or contest where participants must provide their contact information to enter.
e) Impactful Marketing Campaigns: Leverage the Pop-Up Store as a marketing event in itself. Create immersive experiences that reinforce your brand’s identity and make customers feel part of something special.
Example: An organic products brand creates a Pop-Up Store with an indoor garden, healthy cooking classes, and product samples, promoting its commitment to sustainability and healthy living.
These strategies can be highly effective for FMCG brands as they allow direct interaction with consumers, generate interest, and collect valuable data for future marketing campaigns.
