pop up stores a new trend in retail!
TRANSCRIPT
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POP-UP STORES :A NEW TREND IN RETAIL !
CREATE A NEW EXPERIENCE FOR SHOPPERSBeirut – 18th may 2016
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WHEN IT ALL STARTED…… pop-up stores have existed for centuries !
FAIRS (MIDDLE - AGE) TRAVELLING THEATRE (19th c)
BUT REVAMP IN THE US (2002)UNIVERSAL EXHIBITS
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A lasting trend,Because it offers crucial benefits
Shoppers are looking for fun, for
entertainment
We all want to dream !
NEW EMOTIONSFOR SHOPPERS
It is mandatory for a brand
to tell a story
BRAND EXPERIENCE
Brands are more
global. We can find the same offers everywhere
BREAK STANDARDIZATIO
N
We want our product when we need it…And we want
it now !
MEETINGSHOPPER
NEEDS
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POP-UP STORES : FOR WHO ?
Pure Players
& why not politics and
institutions ??!Media /
Publishers
Start-uppers
Bank, Insurrance
Hi-techsA-brands
Retailers
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Digital shopping is easier, faster, and propose a larger
offer.
POP-UP STORE BRINGS THE MOST OF BOTH
RETAIL
Downtowns and malls are a opportunity for shoppers to chill
out, to socialize and discover new trends
THE EMERGENCE OF A POST DIGITAL RETAIL
BEFORE THE DIGITAL REVOLUTION Shops were a fixed places and shoppers were mobile
AFTER THE DIGITAL REVOLUTION Access to consumer goods are mobile
Pop Up are experiential, exciting, and able to renew every day.
Pop-Up stores can also create a digital experience
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POP-UP STORES ARE MULTIFONCTIONNAL
NEW TALENTS
Allow young talents to emerge
EVENT Create THE brand event
MEETING YOUR
CUSTOMERS
Create a physical link
INNOVATION
Make people see & try your innovation
TEST & LEARN
New range, new geographic zone, …
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POP-UP STORES ARE MUTLIFACETED
FOOD TRUCKS
Middle of
nowhere Containers
Stores
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POP-UP STORES ARE CRAZY
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IN MALLSA mix between brand experience and sales
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FOCUS ON POP-UP STORE IN MALLSWhy does that make sense ?
A PERFECT MIX BETWEEN LASTING & SHORT LIVED STORES
Commercial centres are every where :Top 20 is visited by 20% of French pop.Malls shoppers are in a purchasing process but are fully open to new things !
A great tool to create differentiation between Retail property group
Knowledge of shoppers flows : you can be seen by millions of people
Ability to adjust the offer to seasonality
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WHERE CAN YOU SET UP YOUR POP-UP STORE IN MALLS ?Everywhere !!MALLS
VACANT STORES
VACANT PLACES
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KEY SUCCESS FACTORS FOR A GREAT SET UP IN MALLS
The basics :
13
5
7
24
6
8
The place VisibilityBrandexpression Identified
SpaceBe open ! Meet your
customer
Digitalize Make
try
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KEY SUCCESS FACTORS FOR A GREAT SET UP IN MALLS
BUT you also needs to :
The right place @ the right momentThe right timing
Relevance between shopper style & propositionAll other retail rules : No out of stocks Sale force 6 P’s …
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SOME TRICKS…... That we know are appreciated by shoppers“I love trying
new things…”
“It’s a opportunity to discover new brands ”
“They gave me samples”
“I’m a VIP, because not all of us will see that ”
“I’m surprised and I like that…”
“I like this pop-up, it’s friendly, not too conventional”
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AS A CONCLUSION
POP-UP STORES ARE A “TRIPLE WIN” !
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easyMalls, solutions cross-canal
A turn-key solution for pop up stores
A great experience between brands and shoppers
A way to be Omni channel
A great opportunity for your Brand !
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GAUTHIER PIMONTCEO EASYMALLS
easyMalls, une entité du groupe Shopper Marketing & Cies
Sociétés du Groupe
[email protected]+33 6 88 22 41 98www.easymalls.fr