A ‘pop-up window’, in this context, is a temporary retail space that offers businesses a ‘here-today-gone-tomorrow’ sales or marketing environment to showcase a brand or product on a trial-size platform.
As a short-term business, a pop-up offers a relatively low-cost opportunity for a business to take some creative risks, have a little fun, generate some interest, and introduce their brand to new audiences.
It’s a low-engagement advertising platform that allows emerging brands to experiment a bit with their retail options while creating an immersive experience for potential customers without having to subscribe to a ton of overhead that they would be involved with. a permanent retail location. .
It’s not just for emerging brands either, existing and well-established brands can build loyalty through meaningful brand experiences and contacts.
During this rare COVID time, with many businesses unable to pay permanent store rent and customers turning to shopping online, it is still apparent that most people like to see a product “in person.” Brands must adapt to the times and try to take advantage of this change in buying behavior.
Even before COVID, we were seeing a retail transformation where consumers were moving from store to line and leading brands were already evolving to meet market demands by embracing the brave new world of experiential pop-up stores of high technology and high concept. .
The preference for experience and interaction with a brand is not just a fad, but a by-product of the age in which we live.
Like social media campaigns, experiential marketing efforts in the physical world represent measurable results for businesses in creating memorable and shared experiences. This authentic and unique relationship generates a dedicated clientele which, in turn, drives sales and maintains brand loyalty.
Big brands are using emerging platforms not only to sell their products directly, but also to improve the consumer experience. Engaging the consumer through stimulating aesthetics and interactive displays builds brand awareness and brand loyalty. These microplatforms are being used to target prospects in a more authentic and experiential way.
Similar to exhibition stands, the pop-up environment can be completely controlled and themed by the individual brand. For example, the ‘Kube’, designed specifically by Excollective for outdoor events and activations, is a highly adaptable and durable mobile unit that allows for an almost unlimited level of customization to suit various individual requirements, while grouped in one package. compact for easy installation. and transportation.
There are so many options available, from custom-built mobile units, like Kube, to shipping containers or custom-designed individual displays. In reality, you are only limited by your imagination and creativity, or at least the imagination of your emerging designer.