POP UPs

What's a pop-up store? In the words of Cambridge dictionary, it's “a store that opens suddenly and usually exists for a short amount of time”. 

Pop-up shops are – somewhat paradoxically – becoming a more entrenched feature of our town and city centres. So, despite the short-term nature of their presence, they're very much here to stay.

Could the opening of a pop-up shop – or several – by your own brand be a worthwhile move, or is it a practice best left to others? 

If your brand isn't exactly a household name – generally the case for most businesses in the UK – it could be difficult for you to achieve much visibility in your field if you were to depend solely on having an online presence. 

The answer? Set up a pop up. This is where it'll show its value for your business. Help your brand capture the attention of people in your local town or city centre who might not otherwise come into contact with your business. 

From there, foundations are in place for longer-term customer relationships with your brand - well after your pop-up store is a thing of the past. 

Yes, online shopping is extremely intuitive and convenient - and that's great for sales. But there can also be a somewhat distant relationship between the human customer and what might often feel like a slightly impersonal online shopping interface. 

Visiting a physical shop, though? Completely different. 

There’s nothing quite like interacting with a store’s staff and products in person, asking questions to staff directly, or trying on and appreciating a product from multiple angles ‘in real life’. 

Getting to be so ‘up close and in person’ with brands that intrigue them help instil a desire to purchase in the customer – provided, of course, the brand in question has handled every aspect of the pop-up store’s execution well. 

Which is where we come in.