I have learned so much about the
art of pop-up shops in the last couple of weeks. From advertising and
marketing, to aesthetics and material selection of displays, but most
importantly, I've learned that a successful pop-up shop needs to be engaging!
That happens to be the trickiest part of this retail model. How do you get a
customer from perusing a rack of merchandise, and get them to feel the
“want it, need it, have to have it” feeling? Visual merchandising is extremely
important to facilitate these purchases. An engaging retail display will excite
the customer in multiple ways. First, the merchandise should be displayed in an
appealing way. Secondly, the display should be shopable, meaning that every
item is easily accessible. Can the consumer touch it, feel it, try it on? And
lastly, the customer should easily navigate the “register” whether it is an
actual sales person, or a self-service iPad.
All of the components of a pop-up
display might seem like a piece of cake, but it is not. How many times do you
browse a display without any thought of purchasing an item? Pop Shop’s business
model knows that customers need to be enticed to make the purchase. That is why
we work with online-only brands. The e-commerce retail industry
is booming, but there is one major flaw; you can’t touch, feel, or try on the
merchandise before buying it. Of course you can return it, but sometimes you
won’t get your shipping and handling money back. Also, it’s a headache waiting
in line at the post office, just to ship your product back to the company. Pop
Shop has big plans by realizing this flaw, and coming up with a creative
solution to facilitate online-only purchases.
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