Concha Saez
The pop-up store concept has gone from being a novelty to be fashionable. The first pop-up store was launched almost 20 years ago in the United States. The format has been so successful that today we can find pop-up stores all over the world. In this article, we will tell you about some of the advantages of pop-up stores.
//Why are pop-up stores so successful?
The secret lies in their flexibility.
The world is constantly changing and one of the most desired attributes for brands and customers is flexibility. Brands use pop-up stores to place themselves in strategic locations in cities, for a specific period of time. These are the advantages of pop-up stores:
Different formats: pop-up stores are used for everything you can imagine: events, exhibitions, more conventional shops, festivals, conferences…
Millions of locations: you can launch a pop-up in the format of a container, food trucks, conventional shop, bus… The possibilities are endless!
Testing: a pop-up allows you to test if a city or market is attractive for your idea, and you don’t need to settle permanently in that location. If you are an online shop, you can test how your business would develop in a physical format. If you have a physical shop, you can test new locations in the market you want to test or try different formats.
Rise of the number of visits: customers tend to visit pop-up stores because of the urgency of the situation. The pop-up is ephemeral and will not be waiting forever.
Innovation and trend: pop-up stores present an innovative idea that started as a trend in the United States. This concept is now fashionable all over the world.
Experience and adaptation: the pop-up format offers different experiences to the customer and adapts to the environment. This is why the demand for pop-up stores has grown in the wake of the Covid-19 pandemic. Lockdowns have meant that brands don’t want to be tied down to endless leases and now prefer to use more flexible formats such as pop-up stores.
Looks good, doesn’t it? Well, we’re not done yet: below you can see some examples of the immensity of options that a pop-up store offers.
//Best Pop-Up Stores
IKEA launches a pop-up store in Madrid and another in Barcelona to celebrate its arrival in Spain 20 years ago.
Donuts launched a pop-up store in the Diagonal Mar shopping centre, where customers could try hundreds of donuts and personalise them with toppings.
Artenea 3D used an innovative pop-up to show live how a 3D printer is designed and how it works.
The fashion brand Kaótico has used the pop-up concept in San Sebastian for several summers to take advantage of the influx of people that the city has at this time of year.