A ‘pop-up’, in this context, is a temporary retail space which offers companies a ‘here-today-gone-tomorrow’ sales or marketing environment in order to showcase a brand or product in a ‘trail size’ platform. Being such a short term venture, a pop-up offers relatively low-cost opportunities for a company to take some creative risks, have a bit of fun, generate some buzz and introduce their brand to new audiences.
It’s a kind of low-commitment advertising platform which allows emerging brands to experiment a bit with their retail options and, at the same time, create an immersive experience for potential customers without signing up for a ton of overheads involved with a permanent retail location.
To take advantage of the ever evolving shift in shopping behaviours of the general public, brands are increasingly embracing the brave new world of high-tech, high-concept experiential pop-up shops. The retail transformation we’re seeing where consumers are moving from in-store to on-line and prefer experience and interaction with a brand is not just a passing fad, but a by-product of the brands evolving to meet market demands.
Just like social media campaigns, experiential marketing efforts in the physical world represent quantifiable results for retailers by creating memorable, shared experiences. This shared and unique relationship builds a devoted clientele which, in turn drives sales and retains brand loyalty.
Brands are using pop-up platforms to not only sell their products direct but also to heighten consumer experiences. It is imperative to engage the consumer through stimulating aesthetics and interactive displays. These micro locations are being employed not just to extend brand awareness but to target prospective customers in a more authentic and experiential way.
Similar to exhibition stands, the environment created can be completely controlled and themed by the exhibitor. For example, the ‘Kube’, specifically designed by us here at Exhibitionco for outdoor branding events and activations, is is a highly adaptable and durable mobile unit which allows for an almost unlimited level of customisation suiting various individual requirements, whilst bundling up into a compact package for easy installation and transportation.
There are so many options available from tailor made mobile units such as the Kube to shipping containers or individual custom designed displays. You are really only limited by imagination and creativity, or at least the imagination of your exhibit designer.
Below are some examples of Pop-ups designed and built by us here at Exhibitionco. Contact us for ideas for your next event and let us create a great experience together.