Guidelines pop-up stores

It is important to start this pop-up store guide by going back to the basic definition of the pop-up store and its origins. Whether it's a pop-up store, or an ephemeral store, ephemeral shop or even ephemeral space, we are indeed talking about the same thing. This concept, which dates back a few years, is reinventing the commercial real estate and retail market to the delight of consumers.

What is a pop up shop? Marketing definition

By definition “pop up” comes from the English “to pop up” meaning “to appear”. In particular, we use this Anglicism in computer science to talk about a window that opens on a page without having been requested (advertising pop-up, newsletter subscription pop-up, etc.).

But then what is a pop-up shop? From Nestore's point of view, the pop-up store allows brands to do physical test and learn: brands test a concept, a layout, a location, a technology... for several weeks. During this period, the brand will measure the performance of the point of sale to then learn lessons and renew the experience with the ultimate goal of deploying the ideal store on a large scale.

In a broad sense, it is a pop-up store. This retail strategy makes it possible to open a physical point of sale for a short period. This concept, based on exclusivity and rarity, appeals to a very wide range of brands, from luxury to mass distribution, including celebrities and young brands. When a consumer knows that the pop-up store has a duration of 2 weeks, he will want to go there and feel privileged to live this experience.

The history of the pop-up store

The ephemeral does not date from yesterday, the markets have always been. But concretely, the history of the pop-up store is marked at the end of the 20th century thanks to an event bringing together different artists in Los Angeles. This event, The Ritual Expo, which took place in 1997, inspired many brands until it arrived in Europe in the early 2000s. The concept of the pop-up store is now part of the strategy of most brands.

Why create a pop-up store?

In search of a souvenir and an experience that is each more unique than the other, consumers want, through a pop-up store, to experience a unique moment that they will not experience elsewhere and above all, they want to be impressed that this either through the layout, the location or the selection of products. The benefit of creating a pop-up store is therefore clear for brands. It's a great way for them to highlight a new collection or a capsule collection. Through the pop-up store, companies will live a real experience for consumers who are highly sought after by it.

The different pop-up store formats

To surprise consumers, there's nothing better than setting up a pop-up store in a unique location . Whether it is on a kiosk, in a container, in the form of an exhibition, in a garden, a hotel, a restaurant, or simply appears as a spectacular installation in a shop, the pop up store wants to be “instagrammable” and make an impression . The format of the pop-up store therefore has all its interest in the reflection.

Who can open a pop-up store? Who are the players?

But who can make a pop up store? The main purpose of the ephemeral store is to gain visibility, to meet its customers (for digital-only brands for example), and to communicate . International brands use the ephemeral to test a new product or service, also to highlight a new collection for example. For a young brand wishing to make itself known, to test a district or a city before setting up a long-term physical presence and/or meeting its customers, it is also interesting for it to try out the ephemeral. So there are no codes in particular to make a pop-up store. If you have a project and ideas in mind, then why not get started?

The ephemeral boutique format: fad or sustainable future?

Booming, the ephemeral has been making waves since the early 2000s. But is it a fad or a lasting future? Known for surprising , the ephemeral is a real marketing asset when a brand wants to surprise and create the exception with its customers. We notice that more and more sectors are using pop-up stores. Companies like the SNCF play the game and it is not to displease consumers! Indeed, the trend of opening a pop-up store is currently at the top of the podium. Fashions go out of fashion and then come back. Conversely, the ephemeral meets needs that will always exist as the market evolves.