What you can learn about selling from successful pop-up shops
The booming pop-up shopping trend, where a boutique is opened in an unconventional space for just a few days at the longest, has led to some creative marketing.
Since many of the slow-burn buzz-building strategies that work for traditional stores are not relevant to pop-ups, these super agile retail guerrillas have forced themselves to think out of the box, and they've come up with some awesome insights.
For instance, some pop-up retailers have invested in ways to make the shopping experience more inviting for their niche audiences. J. Hilburn opened a pop-up store in NYC geared to men. Since many men find shopping tiring, they provided an elegant seating area in the store where shoppers could take a break and relax before making their purchases.
And Little Vida, which sells children's clothing, caters to parents with small children by providing a play area, so kids are happy while their parents shop.
Other retailers have taken advantage of the trend to support a cause while shopping. New York-based brand Sahalandy has partnered with Madagascan women who create beautiful scarves for sale in their pop-up stores. The company helps these women support their families, while giving their customers the opportunity to "do good" as they shop for accessories.
Nooworks, a West Coast women's clothing brand, utilizes ethically-sourced materials exclusively. They open pop-up shops in malls during the holiday season, to take advantage of the glaring contrasts between them and the big retail brands.
Visual displays that reflect the company's brand message can draw customers in and encourage them to make purchases. Menswear boutique Northern Grade has done this with a display that channels the 1930s and emphasizes that their clothing is high quality and classic.
Modify Watches, a fun brand, operates its pop-up shops with over 300 watches in every color and style in a way that emphasizes personalization.
This kind of creative thinking can inform the way all retailers approach sales. It's important to always challenge your assumptions about who your customers are and what they want. Sit down with your staff and brainstorm for ways to bring customers into the store and lead them to cash register. Sometimes the most "bizarre" ideas turn out to be the most successful ones!
