Pop-up events have always been a point of interest for retails because they have a number of potential benefits. They are most often employed as a way of marketing new products or gauging potential customer interest in a new retail location. However, in an age where social media trends can rocket a company’s reputation to new heights, pop-up events can also be entirely for publicity.
The plant-based food company, This, for example, hosted a fast food truck to celebrate their collaboration with Waitrose, whereby they gave away thousands of “chicken” nuggets. To help their event and to cleverly point out their products imitation of chicken, an Ed Sheeran look-a-like joined their staff, causing a huge social buzz, largely because many believed he was, much like the “chicken”, the real thing.
Such clever ideas, however, must be supported by fundamental design principles and organisational considerations. Without them, risks become prevalent, customers will be dissatisfied, and your product’s quality will be undermined. These potential shortcomings should be avoided because, just as social media can amplify brilliance, it can also spread poor public opinion.
Compliance
Hosting your retail venture in a new location requires a great deal of consideration. Risk assessments should be a priority, as should compliance. Staff members will likely be performing tasks and interacting with customers in new ways, requiring them to be fully aware of potential issues and what to do in the event of their occurrence.
Quality
The temporary nature of a pop-up might lead some retailers to cut corners with their retail design. However, as those experienced in such events will know, your brand and equipment will be under great scrutiny, not only from new customers but their cameras too. As such, it is in a retailer’s best interest to see a pop-up event as an opportunity to ‘wow’ customers, exemplifying dedication to quality and style. It can even be a way to trial new retail designs that are later implemented in brick and mortar stores.
Experience
Simplicity should be a priority for your retail event. Due to the limitations involved with pop-up retail, whether being far removed from resources or operating from within a giant shoebox, like Adidas, it is better for retailers to focus and deliver a single concept, doing so with great quality. Not only does this ensure that there are fewer machinations to oversee within a campaign, but it also ensures that customers will understand what you are trying to achieve, being able to navigate your event with ease.
Interest
Simply surprising shoppers with an event isn’t always a great idea. Instead, it can be in the interest of your business to generate buzz prior to your event’s launch. By planning ahead in such a way, addressing customers in your store, as well as reaching others online, you will be able to generate the greatest potential interest in your event, grabbing the attention of influential people and journalists.
Location
Even the most intriguing pop-up retail concept can be undermined if it occurs in a poor choice of location. Retailers should perform due research to ensure that, not only is a certain degree of footfall ensured, one that allows for optimum impact, but also that the location meets the needs of their retail concept and campaign. Small venues can be appealing due to their affordability but, ultimately, end up costing more through unaccommodating infrastructures.
