The unique thing about pop-up stores is that the brand becomes visible to people who have never paid attention to it before. A pop-up is a short-term burst of activity in the everyday and predictable world, a surprise designed to surprise and capture the attention of ordinary people. We tell you how to create a bright pop-up event.
When it comes to buyers, many people believe that quantity is more important than quality, but this is not true. Analytics company FiveStars conducted a study based on 14 million store visits by more than a million customers, analyzed the loyalty programs of two thousand companies and came to the following conclusions: on average, only about 20% of your customers visited your store 10 or more times. However, that 20% accounts for 72% of your store visits and 80% of your revenue. So, if you can achieve customer loyalty, then you are guaranteed success.
Achieving loyalty is extremely difficult because customers are much more likely to remember negative experiences with a brand than positive ones. Therefore, maximizing pleasant experiences is vital.
Your pop-up event needs to be emotional, fun and exciting so that the brand can hook the customer. This is definitely easier said than done. Luckily, there are many strategies you can use to attract new customers and turn them into repeat customers who will shop for life.
Create a good mood
This will help not only in direct sales of the product, but also in further marketing of the product by customers. With the help of pop-up stores, it is worth striving to improve the experience of the product, accompanying it with unforgettable emotions.
A striking example of this isChristian Louboutin nail salonat the Mandarin Oriental Hotel in Paris: while there, the customer already feels special because he is given the opportunity to be the first to explore the new collection, thus uplifting the customer's mood even before he has purchased anything. The main feature of a pop-up salon is the opportunity to get a manicure, so the customer leaves the store in a good mood and spoiled by the experience.
The combined experience of exclusive access to the new line and access to nail painting gives the customer the feeling that Christian Louboutin is working hard to satisfy them.
By launching his nail salon for the second year in a row in 2018, Christian Louboutin made visiting the salon a rite of passage for loyal customers, thereby increasing sales and ensuring customer loyalty to his brand.
Use trends
Social networks give us the opportunity to find out what people really want without spending huge amounts of time conducting surveys and directly communicating with customers. If you can find a relevant topic that suits a pop-up store, then there will be an audience that will be interested in the project and visit your store.
RecentSuperdrug pop-up store(the second largest beauty retailer in the UK) in London took notice of the popularity of veganism on social media, particularly the 3.8 million uses of #veganlife on Instagram, and took advantage of it by launching a pop-up that sold exclusively vegan products.
This pop-up is a great example for many reasons:
Firstly, the pop-up is instantly guaranteed to grab customers' attention - veganism is a popular trend on social media. Offering exclusive products means that vegans will not only shop in the store, but will also tell people about it on social media using the hashtags the brand uses.
Secondly, Superdrug created a corresponding landing page that sold the same products as in the pop-up. Thus, customers knew exactly how and where to get the products they liked, and in the future they could buy them again and again.
Finally, the pop-up turned out to be a great opportunity to test the popularity of niche products, which could then be introduced into regular stores. Customers who liked the product in the pop-up will subsequently be able to buy the same thing in permanent stores and, therefore, their status as regular customers will be achieved.
Thus, the Superdrug pop-up is a great example of using trends to attract attention to new products and word of mouth advertising for the brand on social networks.
Tell the client a story
If the buyer makes purchases more than once, this indicates that he is paying for more than just the product. This shows a willingness to interact with the brand beyond the usual purchase of an item off the shelf. Therefore, the task is to help the buyer understand how he fits into the concept and ideology of the brand.
On the occasion of Enzo Ferrari's 120th birthday, the automaker openedpop-up gallery in Modena, where he told the biography of its great founder, a racer who put his whole soul into creating the best sports car brand in history.
A customer will definitely be more loyal if he feels a sense of pride in what the brand does.
Do something unforgettable
According to a PopUp Republic survey, 39% of shoppers indicated that the main reason they visit pop-up stores is for exclusive products or services. Loyal customers know exactly what to look for in your pop-up store and want to make sure they can find the exclusive products they came for, as well as perhaps some surprises.
If it's possible to use celebrities to wow your clients, do it. This way, your pop-up will not only attract more attention, but will also show the celebrity’s loyalty to your brand.
For example, whenSJP Collectionreleased a new line of shoes, Sarah Jessica Parker herself greeted visitors and helped them choose shoes. For those who were not expecting her presence in the store, meeting the celebrity was an unforgettable experience, as was the opportunity to talk with the designer of their shoes.
People will likely attend SJP's pop-ups more often in the future in hopes of meeting the star at another event.
Overall, a pop-up can be a great opportunity to gain visitor loyalty. Creating a brand-defining pop-up that communicates your values and story is sure to be a lasting memory for customers. If you achieve pleasant emotions in customers and surprise them, you will be guaranteed to get loyal customers.
