Pop-up shops created with the worldview of a product or brand are easy to gather buzz, and they demonstrate effects that go beyond sales, such as improving awareness and revitalizing EC sales sites.
Although pop-up stores can be said to be a standard measure in the world of fashion, their utilization is spreading to various industries.
If you are in charge of events and promotion, why not consider a pop-up store?
In this article, we would like to explore the trends from pop-up store examples by industry.
There may be success stories in the industry you belong to or a similar industry.
When we asked 127 marketing, advertising, and public relations managers at various companies which marketing initiatives they want to strengthen in 2024, "SNS management" (44.1%) was the most common, followed by "Web advertising (listings, display, video, etc.)" (22.8%), and in third place, tied at 15.7%, were "pop-up stores" and "tool implementation (CRM, SFA, MA)."
As the movement to emphasize offline customer touchpoints spreads, it can be said that attention to pop-up stores is rising. "Research by COUNTERWORKS"
Citation: https://counterworks.co.jp/news/4377/
Looking at recent case studies, I feel that pop-up stores are no longer just a promotional method for fashion and apparel.
If you look at their benefits and effectiveness, you will see that they can be used in various industries.
Benefit 1: Strongly convey the brand's worldview
Products from companies without physical stores can only interact with customers in sales areas mixed with other companies' products or on e-commerce sites.
In that respect, a pop-up store is a place where you can express the worldview of your products and services through everything from the store design to customer service.
You can fully demonstrate the unique charm of your brand and differentiate yourself from competitor products.
Benefit 2: Ability to communicate with customers
A pop-up store is the perfect opportunity to have a direct dialogue with customers.
In addition to helping customers who you do not normally interact with understand the features and thoughts behind your brand, you can ask for their opinions and effectively utilize them for future marketing.
Benefit 3: Expand awareness and refresh the brand
Pop-up stores tend to become topics of conversation due to the scarcity of being open for a limited time.
They also have high compatibility with social media, making them excellent for spreading information.
This is an effective method not only for expanding awareness of new brands, but also for rebranding or refreshing a brand image.
Benefit 4: Low barrier to entry
Compared to permanent stores, it is easier to open a pop-up store.
In recent years, many spaces for pop-up stores have emerged, reducing the burden of opening a store.
As shown here, it is clear that pop-up shops are not just for the fashion industry.
Now, let's look at trends in case studies by industry to see where pop-up stores are effective.
▶Related ArticleBenefits of opening a pop-up store and social media
In the fashion industry, there are many examples of pop-up stores, and they have become a standard measure.
In particular, methods are taken where EC-specialized brands are deployed in pop-up stores to catch new customers with buzz and foster existing customers by having them actually pick up the items.
Pop-up stores are often used for the purpose of advertising, but in apparel examples, aiming for mass sales in a short period is not rare.
Besides that, there are many examples that can be applied to other industries, such as pop-ups of brand-themed cafes.
▶ BEEATS Examples Here
HRC Co., Ltd. "VIAGE Beauty Up Night Bra" Pop-up Store
Pop-up stores are developed by many food manufacturers, such as beverages, desserts, and processed foods.
As a trend in examples, pop-ups for core brands that have been loved for many years are often seen.
Core brands change their concepts and CMs every year to plan activation measures so that customers don't get bored, and pop-up stores and concept shops are utilized as powerful means for promotion.
Approaching the young demographic through SNS diffusion, such as new worldview shop designs or collaboration menus, is also often seen in examples.
While high value-added appliances, from cooking to hair and beauty, have been advancing in recent years, it seems there are parts that are difficult to convince customers of through retail store fronts or EC sites for high-priced products.
With a pop-up store, you can have customers feel the appeal of the product through experience in a special space suited to the product, which can lead to purchasing desire.
Also, collaboration is common as a trend in examples.
Through collaborations with famous people or experts in fields such as hair and beauty, cooking, and housework, or brands that share the same worldview, that worldview becomes something that resonates even more deeply.
▶ BEEATS Examples Here
Xiaomi Technology Japan Corporation "Xiaomi POP-UP Store" Pop-up
I feel that examples are increasing even in the communication/IT industry, which at first glance seems far from pop-up stores.
The reason is that there are many things you cannot understand unless you touch them.
In the examples, a method is often taken where new smartphone products are actually handled by the customers, and for IT services that have no physical form, the usage scene is directed within the store to have them experience it.
From photo spots and gaming corners to limited presents utilizing CM talents, ideas are poured into how to convey the enjoyment, product benefits, and empathy, and how to attract customers.
Manufacturers handling daily necessities such as shampoo, cosmetics, and skincare also see pop-up stores mainly for their core brands.
There are many product renewals to match changing times and consumer needs, and in a competitive environment, the importance of making the brand's worldview known and having customers experience the actual usage feeling is considered the reason for utilizing pop-up stores.
From entertainment-oriented types that reproduce CM filming sets within the store, to those that let people realize product benefits with lab or research institute imagery, examples with particular attention to ideas and taste are seen.
▶ BEEATS Examples Here
newn, Inc. "rihka" NEWoMan Shinjuku Pop-up Store
Since there are many apparel items in products, and town-use of sports and outdoor items has a large market across generations, the affinity with pop-up stores becomes high.
There are many companies and brands in sports apparel, from long-established ones to new entrants with low awareness, and because fashion/trends greatly affect sales, many pop-up store examples are seen even though they are small-scale.
Pop-up stores, which focus more on "conveying" than on sales, also have examples in the automotive industry.
To have customers actually experience the novelty that CMs alone cannot convey, they utilize urban spaces, direct the worldview of car model brands, and conduct them in combination with test drives or events.
With recent changes in sustainable values and the like, I feel that the effectiveness of pop-up stores is highly likely to rise as promotions that allow customers to realize changes are emphasized in the automotive industry as well.
Pop-up spaces with high hurdles for store opening are prepared in various commercial facilities.
For retail companies, not only the space rental fee, but also the connection to discovering new tenants has become attractive.
On the store-opening company side, they can relatively easily develop pop-ups in places with customer attraction power, and can expect expansion of awareness and sales.
How to convey the appeal of the products in a limited space seems to be the key to success.
Even in precision parts companies, trading companies, and organizations that do not have direct touchpoints with consumers, pop-up store opening examples are seen for the purpose of improving company name recognition and gaining favorability.
Methods of conveying social themes such as environment, sustainability, ethical practices, and next-generation support through pop-up cafes, restaurants, or events seem to be a truly modern trend.
I used to have the impression that pop-up stores were something implemented by trendy industries.
However, looking at the examples, it is common to all industries to attract interest, heighten awareness, and provide experiences and service in order to gain support from society and consumers.
Now that the hurdles for space and mechanisms for opening stores have been lowered, I think there is room to consider pop-up stores in all businesses.
Pop-up stores greatly improve brand awareness and capture customer interest. By providing special experiences in temporary stores, you can attract consumer interest and stimulate direct purchasing desire. Through limited products and experiential events, you can deepen brand appeal and promote purchasing behavior with seamless coordination with online channels. Since pop-up stores allow for short-term test deployments, they are also effective for cultivating new markets and customer demographics. Let's actively consider deploying a pop-up store to innovate your brand image and build close touchpoints with consumers.
And let's create a new successful promotion case!
Pop-up stores require various preparations and arrangements, from arranging the venue to planning, creative production, and building an operation structure.
Based on a wealth of experience and examples of pop-up stores and events, BEEATS will handle everything in a full package and provide companion support to help lead your limited-time pop-up promotion to success.
Please feel free to consult us.
Q1. What are the benefits of opening a pop-up store?
A1. There are 4 main benefits: being able to strongly project a unique brand worldview, being able to communicate directly with customers with whom you have few touchpoints, high diffusion potential on SNS, which is effective for expanding awareness and refreshing brand image, and having lower hurdles for store opening compared to permanent stores.
Q2. How is it utilized in the apparel/fashion industry?
A2. Cases where EC-specialized brands open pop-up stores as an opportunity to have customers actually pick up their products are frequently seen. In addition to acquiring new customers through buzz and connecting that to fostering existing customers, diverse promotions are carried out, such as developing brand-themed cafes.
Q3. Please tell me the trends of pop-up stores for food and beverage manufacturers.
A3. Pop-up stores and concept shops are often utilized as activation measures for core brands that have been loved for many years. Many examples are seen where companies aim to approach the young demographic by targeting diffusion on SNS through new worldview store designs or limited collaboration menus.
Q4. Is a pop-up store effective in the communication/IT industry?
A4. Yes, it is very effective. Since there are many products and services in the communication/IT industry that "you cannot understand unless you actually touch them," they are utilized as a place to convey product benefits and empathy by letting people experience new smartphone products or recreating IT service usage scenes within the store.
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