Guidelines pop-up stores

The emergence of ephemeral retail finds its place at the crossroads of the real estate market and the search for experience from consumers. Physical commerce has seen a unification of the in-store customer experience in recent decades. Whether you are in Paris, New York or London, these are the same brands with the same merchandising. Thus, the consumer lacks surprise and discovery. Faced with the growing demand of consumers looking for originality and the constant desire to be surprised, brands must be creative to meet this need and the ephemeral lends itself very well to the game.

The success of the ephemeral format can also be explained by the reduced financial burden and the limitation of the financial risk represented by an own store. Thanks to e-commerce, the physical store is no longer the only source of income for a brand. However, as stated above, physical commerce remains an interesting sales channel when implementing an omnichannel strategy . Combining digital and physical in its strategy allows consumers to navigate the world of their favorite brands not only through their online world, but also during events such as pop-up stores.

What are the advantages of a pop-up store?

A true marketing tool of the 21st century, how can we explain the dazzling success of the pop-up store?

1. The pop-up store, a test and learn tool

According to Nestore, the pop-up store is used as a laboratory . We see pop-up stores as a way to test new concepts, test a market, a location, a target... before deploying it on a large scale. During this test it is important to collect performance data and analyze it to measure the impact of the store on the development of the brand and find avenues for improvement .

Contact with the customer is clearly your best ally to best understand your target and their expectations. It is therefore very important to go directly to the store to meet your customers and obtain feedback .

2. Ephemerality minimizes financial risks

Also, by resorting to ephemerality, brands do not commit to long-term commercial leases that are often very expensive. The pop-up store versus a traditional store minimizes financial risk . It's an agile way to approach the transition to physics before why not taking the plunge and settling in permanently. This can also be seen as a reinforcement during often busier periods such as Christmas or other holidays.

3. The pop-up store renews the customer experience

A company opening a pop-up store simply gives life to its brand , to its products. Through design, events or collaborations , it is the perfect opportunity to highlight the purpose of your brand and transmit your identity. By applying customizable merchandising concepts , customers become loyal and are seduced by feeling considered by the brand.

The pop up store, or ephemeral store, meets its customers, and therefore has the ultimate goal of creating proximity and privilege thanks to its short-term format. Creating a link between a brand and consumers is the main advantage of ephemerality. Thus, customers, always looking for new experiences , feel considered and the brand attracts new customers by offering events, activities such as talks, mini-games, DIY workshops, etc. A very good communication move for the brand which will attract the curiosity of its customers, prospects but also the media!

Illustrated examples: reasons for a pop-up store

Are you launching a new product or expanding your range? A pop-up store can be an excellent communication campaign to promote your product. This is what the Coca-Cola brand did for the launch of its new FuzTea drink. Coco Chanel also resorted to the ephemeral for the launch of its new "Coco Crush" make-up range.

Many companies are turning to the ephemeral to give their customers an experience. This was the case for dessert brand Danette. By focusing on its emblematic yoghurt pot, Danette offered a number of fun activities in its ephemeral store. The 1664 beer brand also proposed an innovative concept for the arrival of summer. The aim here was to give customers a "chill" moment by privatizing a hotel.

Finally, the idea behind the pop-up store can also be to interact with its community, to get closer to it and create a bond. This was the case for IKEA, which set up an ephemeral cinema using its own furniture and letting customers choose the film. Kellogg's Extra created a workshop where consumers could create their own cereal recipe. The best will be selected and marketed the following quarter.

1. Pop-up stores to promote an offer

What better way to introduce a new product to the market than in an ephemeral space totally dedicated to it? Brands such as Coca-Cola and Chanel have seized this opportunity and used ephemera as a means of communication to promote the launch of their new products or collections.

Coca Cola pop-up store for its new Fuze Tea drink

To promote their brand-new Fuze Tea drink, a healthy, low-calorie iced tea, the brand has thought big and set up a week-long pop-up store on the theme of disconnection. On site, customers can enjoy free iced tea in a relaxed, friendly atmosphere in the brand's green and yellow colors. The layout featured relaxation areas: rocking chairs, a photo call swing, a quotation area inviting customers to "disconnect", and another area where customers could enjoy drinks to a musical backdrop while blindfolded... It was all part of a convivial experience and a chance for customers to discover this brand-new beverage.

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Chanel: Coco Game Center

To introduce its new "Coco Crush" make-up range, Chanel has opened a "Coco Game Center" in several cities around the world: an ephemeral space featuring Chanel-branded arcade games. At the Coco Game Center, you can play a number of trendy original games such as Guitar Hero, Smash or the retro game "Pong". You can also play a pincer game to win samples of the new collection... And if games aren't your cup of tea, you can get advice and make-up from Chanel's makeup artists! At the Coco Game Center, you can have fun and enjoy yourself while discovering the new Coco Crush range hidden in the pop-up merchandising.

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2. Creating a memorable pop-up store experience

Other brands prefer to create worlds in which to share moments with family and friends. They offer places to play, create and have a good time, with a view to developing their reputation and establishing their positioning in the minds of their customers.

Danette and its sPOT

At sPOT Danette, the brand decided to focus on its emblematic yoghurt pot: POT'pong, a game derived from the very famous Beer Pong, and the POTomaton for taking photos between POTes. A dance area was also available for those with a POT's rhythm... In short, at the Danette sPOT, it was a chance to disconnect from Parisian stress and have a fun time! Danette seized the opportunity to bring the brand to life in real life, with a whole concept based around its cream desserts. Yummy!

3. Get closer to your community and build customer loyalty with pop-up stores

Ikea's ephemeral cinema

In Russia in 2014, Ikea replaced the armchairs in a cinema with its own furniture (bed, table, lamp, cushion...). Ikea had already carried out the same experiment in the Olympia in Paris in 2010.