Retailers' most popular reasons for opening pop-ups are all about growing buzz and awareness of their brands and offerings. Nearly 66% of respondents cited increasing brand awareness as a reason why they launched a pop-up, making it the most common selection. The next two top-selected reasons were connecting with customers and introducing a new product or brand . Pop-ups are a strong choice for building awareness and reaching consumers, as they stand out and can grab their attention.
Pop-ups have been most successful at boosting visibility, sales, and social media engagement.The most popular results from pop-ups — respondents picked their top three options — were improved market visibility , increased sales , and more social media engagement . So, pop-ups have garnered consumer attention — and their presence in a new location or a new channel, in the case of e-commerce pureplays, powers this ability.
Temporary stores can be a great stepping stone for e-tailers interested in expanding to brick-and-mortar. Most retail sales in the US still occur, so online brands and retailers should consider finding physical retail opportunities, both to build awareness of their brand and to add a new sales channel. And pop-ups allow them to dabble in brick-and-mortar without having to make the sizable investment that comes with opening and operating a full-time store.
Pop-ups can also allow for a flexible layout, so e-tailers can more easily create a unique in-store shopping experience and figure out how they want to translate their brand to a store. In addition to the physical retail benefits of opening pop-ups, they can alsoInterested in getting the full story? Here are two ways to get access:2. Subscribe to apass to Business Insider Intelligence and gain immediate access to the E-Commerce Briefing, plus more than 250 other expertly researched reports.
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