Mixing online with a physical pop-up shop
Categories: Marketing Strategy
, Online Shopping
Tags: Avancer Management
, pop-up shop
"The pop-up story, we’ve heard of pop-ups being around for a while. But I recently have been working for an online watch store who very cleverly opened a pop-up shop in Covent Garden, very successful indeed, for the peak trading time. There may be a lot of retailers who just want a shop for the peak retailing time. And they took some money. But the really good thing for them was that their sales online went up 50% as a result of having the pop-up shop because it’s a great marketing exercise and it’s made them think about the role of the store moving forward. And in their ideal world, what would they want, probably a dozen pop-up shops, you know, at Christmas, maybe 25 pop-up shops. Is that interesting to a property developer? And I think some of these things are not embraced, they’re not encouraged and there’s an opportunity to hold those things there. Recently in Clerkenwell, in the back of a void sort of area, they invited people in with products, with services and they had a design week where there were some fantastic products, showcasing that product. And all credit to those people, why isn’t that happening in our high streets? Why isn’t it happening in our shopping centres? Where’s the creativity? And it’s probably easier for me to make these observations because I don’t have any corporate ties, I’m looking at these people who are thinking, getting ideas, making them work now, without all the infrastructure, without all the layers to make sort of decisions on. And you know they’re making it happen. Maybe, some of the bigger organisations need to look towards that, because time’s ticking on, customers are changing and you have to embrace that."