The principles and definitions of the pop up store

It is important to start this Pop up store guide by returning to the basic definition of the pop-up store and its origins. Whether it's a pop up store, or a pop-up store, pop-up store or even a pop-up space, we're actually talking about the same thing. This concept dating back a few years is reinventing the commercial real estate and retail market to the delight of consumers.

What is a pop up store? Definition of the retail concept

By definition, “pop up” comes from the English “to pop up” meaning “to appear”. In particular, we use this anglicism in computer science to talk about a window that opens on a page without having been solicited (pop up for advertising, pop up for a subscription to a newsletter...).

But then What is a pop up store? From Nestore's point of view, the pop up store allows brands to test and learn physically: brands test a concept, a layout, a location, a technology... for several weeks. During this period, the brand will measure the performance of the point of sale in order to then learn lessons and renew the experience with the final aim of deploying the ideal store on a large scale.

Broadly speaking, it is a pop-up store. This retail strategy makes it possible to open a physical point of sale in a short period of time. This concept, based on exclusivity and rarity, appeals to a very wide range of brands, from luxury to mass distribution, including celebrities or young brands. When a consumer knows that the pop-up store lasts 2 weeks, they will want to go there and feel privileged to have this experience.

The history of the pop up store

The ephemeral is not from yesterday, markets have always been. But in concrete terms, The history of the pop up store is marked with the end of the 20th century thanks to an event bringing together various artists in Los Angeles. This event, The Ritual Expo, which took place in 1997, inspired many brands until they arrived in Europe in the early 2000s. The pop up store concept is now part of the strategy of most brands.

Why create a pop up store?

In search of a memory and an experience Each more unique than the next, consumers want, through a pop-up store, to experience a Unique moment that they will not live elsewhere and above all, they want to be impressed through the layout, the location or even the product selection. The interest of doing a pop up store is therefore clear for brands. It's a great way for them to promote a new collection or capsule collection. Through the pop up store, businesses will have a real consumer experience that is highly sought after by the store.

The different pop up store formats

To surprise consumers, there's nothing better than setting up your pop-up store in a new location. Whether it is in a kiosk, in a container, in the form of an exhibition, in a garden, a hotel, a restaurant, or simply seems like a spectacular installation in a store, the pop up store wants to be “Instagrammable” and make an impression. The Pop up store format therefore has every interest in thinking.

Who can open a pop up store? Who are the actors?

But Who can do a pop up store? The main purpose of the pop-up store is to gain visibility, to meet your customers (for digital-only brands for example), and communicate. International brands use the ephemeral to test a new product or service, also for highlight a new collection for example. For a young brand wishing to make itself known, Test a neighborhood or a city before establishing itself physically in the long term and/or going to meet its customers, it is also interesting for it to try its hand at the ephemeral. So there are no codes in particular for doing a pop up store. If you have a project and ideas in mind, why not get started?

The pop-up store format: fashion effect or sustainable future?

In full expansion, the ephemeral has been the talk of the town since the beginning of the 2000s. But is it a Is it a fashion trend or a sustainable future? Known for startle, the ephemeral is a real marketing asset when a brand wants to surprise and create an exception for its customers. We notice that more and more sectors are turning to pop up stores. Companies like SNCF are playing the game and it's not to displease consumers! Indeed, the trend of opening a pop-up store is currently at the top of the podium. Fashions go out of fashion and then come back. On the other hand, The ephemeral meets needs which will always exist as the market evolves.