If it feels like you’re hearing more about pop-up events, you’re not imagining it. Whether a restaurant, shop, art installation or new product launch, consumers are embracing the opportunity to immerse themselves in any unique and fleeting experience. For retailers, pop-up stores are excellent opportunities to attract attention, connect with consumers and build brand communities.
“Today’s shopper just wants to have fun,” Anne Kong—a gia expert juror, educator and designer specializing in visual merchandising, exhibition design and brand activation—told the audience in a recent IHA webinar. This is especially true for Millennials and Gen Z, who value experiences over material possessions, she said.
An obvious way for retailers to take advantage of this trend is to open a temporary shop in a new location, whether a traditional retail space, in another retailer’s store or at a non-traditional venue like a park or special event. But pop-up experiences don’t necessarily need to sell a thing to be impactful. They can also be set up within your own store to generate foot traffic and buzz.
“Whether you’re launching a new product, celebrating a milestone, or simply looking to engage your audience in a fresh way, a well-executed pop-up event can make a significant impact,” says John Hunter of Cvent.
As you consider possible approaches, consider five reasons pop-up experiences are so popular today:
1 – They’re Immersive
They don’t call it the Experience Economy for nothing. Today’s shoppers, especially younger generations, value the opportunity to try new things. And they’re craving opportunities to do it in real life.
IKEA is one retailer who has made a name for itself by fashioning different pop-up stores around different themes. Some of the most notable include a tiny home on Australia’s Bondi Beach, an outdoor living immersion during Miami Art Week and a playful take on their iconic blue bag in London’s fashion district.
The retailer says each pop-up is “like a circus of furniture fun, aimed to surprise, entertain, captivate and inspire”…. a concept it says has been well-received.
2 – They’re Unexpected
The fact that pop-ups are often so unique and unexpected is especially important. In fact, Hunter compares pop-ups to flash mobs, which combined an element of surprise and delight to make them marketing sensations a decade ago.
Consumers increasingly worn out by political and economic stress, not to mention the demands of their everyday lives, are increasingly looking for joyful escapes. That’s why an unexpected opportunity to “get away” in a local store will be especially appreciated.
3 – They’re Fleeting
Just about any marketer will tell you that the words “limited time only” have powerful pull. After all, nothing inspires us to act more than a finite window of time.
Levi’s put this to work earlier this year at a pop-up store in Korea that featured limited edition products from Korean celebrities for sale, as well as denim wallets given away for free to visitors during the limited run (that reportedly became highly sought-after online after the pop-up closed, for large amounts of money).
4 – They’re Often Exclusive
Some pop-up experiences are invite-only. Others are open to the public, but only a limited number of tickets are made available in advance. Other organizers may seek to generate a buzz by saying only the first (fill in the number) people in line will be admitted.
In concept, any pop-up experience creates an aura of exclusivity because of the fact it’s largely only accessible to people who happen to live in a certain city or geographical area.
5 – They’re Highly Sharable
The most successful pop-up experiences are very visual, which make them especially worthy of social media sharing. Case in point: Poppi’s event during New York City’s Fall Fashion Week to celebrate the launch of its new cherry cola flavor. “We were enveloped in this magenta environment from ceiling to floor—carpeting, neon, wall color, lighting, music and entertainment,” says Kong.
Those who attend such events are often more than happy to spread the word (actually, the photos and videos) about their experience through social media with family and friends.