In today’s difficult trading environment, it has never been more important to make sure that consumers engage with and relate to your brand. Traditionally, good store design is critical and effective and innovative POP a must but what else makes people select your offering?
Pop up shops are a relatively new phenomenon, they are typically (when compared to a full store concept) low cost to set up and generate high levels of PR and brand engagement. These stores and experiences can appear anywhere from vacant units (and there are plenty of these to be had currently), in an interactive window, shopping centres and malls, in a great big luminous shoe, at an event or at a festival…
The whole point is to create a lasting brand experience without the huge cost of creating a concept store; brands can experiment, take risks and reach their target audience in new ways. The most effective pop up shops are there for a short while, gather a mass of publicity, generate a lot of sales, and then disappear…
Anyone that sees the value of in-store marketing may argue that the battle for brand growth in a recession is best fought where the money actually changes hands - rather than on a TV set. We always find that if you can persuade someone to pick up that mobile phone / confectionary / running shoe… then there is a much better chance of actually selling it (it’s already in their hand after all). Better still, create a complete experience around your product (ala Pop up Shop) and the rewards will become apparent.
So in short: That shaving brand should actually start shaving people, in an oldey worldy barbers chair, at a festival. The well known healthy drink brand should be at Ascot, in a giant apple, massaging people’s shoulders whilst they supp on guava and fig juice. That well known Global Sporting brand could create a branded Tennis experience outside Wimbledon, in an old DVD store, for just 2 weeks, with street art and grass on the signage… oh hold on, we already did that one!
GRR, as a leading retail design and POP agency understand what makes consumers tick: using our vast experience and retail insight we can source locations, gain planning permission, design the pop up shop, generate technical drawings and even build the store for you too we make it all very easy.
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