- On September 30, 2016
Over the course of the past decade, the pop-up shop, also known as flash retailing, has had a major impact on retailing strategies the world over. According to Pop-Up Republic, producers of a database tool for participating retailers, the pop-up industry is now worth an estimated $50 billion (£39 billion) in the US alone.
It was reported in September that Amazon would be opening up its own series of pop-up stores in malls across the US. The online giant is one of the leading lights in e-commerce but the pop-ups will allow them to reach out to customers who do not tend to shop online, as well as showcasing products that can be better assessed in a ‘real world’ environment.
Pop-up shops are not the preserve of big business either. Manchester music legend Morrissey recently took his Mporium pop-up shop to the Sugar Mutts animal shelter in New York, following a successful opening at Salford Lads Club.
The aim there is to raise awareness as well as funds and pop-up shops can be great for both. Artists can open up temporary galleries and chefs can test new dining concepts and menus at pop-up shops. Big brands and small businesses alike can pilot new products and reach out to new customers. Pop-up shops can also be very useful in securing publicity, whether in the traditional media or going viral online.
Pop-up shops can be valuable to businesses of all shapes and sizes but they don’t simply pop up by accident. They might be short-lived but effective pop-up events can have a long-lasting impact and require a lot of careful planning. Locations must be sourced and secured and the stock or concept that will be sold at the pop-up space must be decided on, stored and transported before the big day.
Self-storage units can offer the perfect solution when it comes to storing stock for a flash retailing event as they are scalable depending on the size of the event and can be used on a temporary or longer-term basis. A marketing and publicity strategy can then hopefully help your pop-up shop to really make its mark in the public consciousness.