2 Nov 2023
Are pop-up shops marketing gold or is it time to fold?
The Guardian today reported that pop-up shops have increased by 18% this year, no doubt fuelled by the plethora of empty shops around the UK and available at accessible rates.
But are they still working for brands? When there’s so many, do they drive intrigue, awareness or bring in incremental revenue, or have we reached a point of consumer fatigue?
Pop-ups require significant investment, so it’s crucial to think about the objectives you need it to deliver. If it’s purely an exercise in increasing sales, you may be sorely disappointed.
If your pop-up is in a high footfall area, it’s more likely to increase brand awareness and if your business doesn’t ordinarily have a high street presence, it can elicit valuable feedback on your product or brand.
And of course, pop-up shops are also a great way to create talkability and shareability on social media, offering consumers and influencers the ability to create eye-catching content that will see your brand splashed across their channels.
But to achieve this and avoid consumer fatigue, your pop-up needs to be more than just a shop. It needs to be creative and novel, relevant and aligned with popular culture, and add value to the everyday customer experience.
To read the published article written by Dan Todaro, Managing Director please visit MediaShotz