Why Pop-Ups & Activations?

  • Home
  • /
  • Why Pop-Ups & Activations?

Reasons for Pop-Ups and Activations

Pop-up stores maybe temporary, but they’re probably here to stay

Pop-up stores and activations promise numerous benefits for retailers. They are usually less expensive and more flexible to operate and can be part of a larger marketing campaign or re-branding push. They are also great for testing new markets, promoting seasonal items and complementing online distribution channels.

Pop-up industry has an estimated value of

$50 billion

24%

of retailers are currently testing pop-up stores

Consumers Shop Pop-ups To

61% Buy seasonal goods

39% Find new and unique products

36% Save money

By 2020, over 3,000 pop-up stores will have been launched in China.

Sources: American Marketing Association; National Retail Federation and Forrester; PopUp Republic; Forbes

E-commerce is generally growing faster (17% annually), but brick-and-mortar stores still account for 90% of retail sales.

ADVANTAGES OF A POP-UP TO THE RETAILER

Build brand awareness, brand hype and exposure

test-market products or services with key consumers

SECURES CUSTOMER LOYALTY

PROVIDE AN OPPORTUNITY FOR EXPERIENTIAL RETAIL

EXAMPLES OF COMPANIES WHO TRIED A POP-UP

Pop-ups can be extremely successful if they are built around a specific goal, which can be to test a new market or geography, or to expand audiences by collaborating with other brands.

 

Andy Mills

General Manager,

X Factor Displays

The pop-ups that are the most successful are the ones that really force a shopper to engage with a brand, not in the sense that its a chore, but in a way you want.

 

Amy Koo

Senior Retail Analyst

for Kantar Retail

I wouldn’t call this a fad, its definitely become another retail channel. advancements in mobile point-of-sale have made it so much easier to open a pop-up. That’s one of the reason its growing.

 

Debbie Hauss

Editor of Retail

TouchPoints