Nestore's blog

Why communicate about your pop-up store?

Give visibility to your pop-up store

If there is no smoke without fire, there are no customers without communication.

Okay, the shortcut is easy to make, but one thing is certain: your customers won't guess what you're doing, where you're doing it, or when you're doing it. Your goal? Create enough buzz around the launch of your pop-up store so that the message reaches your target audience. "Easy!" you might say. Good targeting, a clear message, a communication channel that works, and that's it. In reality, it's much more complex.

Digital and communication technologies have revolutionized consumers' relationship with information. Inundated with advertising, they are more critical and demanding, and they more easily "ghost" brands.

So, to avoid paying the price, make sure your customers' and prospects' attention is sufficiently engaged. Use of the senses, frequency of exposure, diversity of channels, or even originality of the message—almost anything goes.

Another point you shouldn't miss: communication today is two-way and interactive. In other words, consumers can (and want to) react, respond, express their opinion, or share your message. This gives your communication a whole new meaning.

As you can see, making the consumer an active participant in your communication increases its impact tenfold. A real boost to the visibility of your pop-up store!

Place the point of sale at the heart of your communication plan

Website, social media, newsletter, Google listing... to communicate about your store and attract visitors, the basics quickly come back to the table. But remember, channel hopping is never far away. So, to avoid it, you'll have to play it smart. Your trick? The point of sale itself!

Used to support your communication, the point of sale plays a dual role: between motif and means of communication.

Communicate yes, but communicate well is better.

Identify and choose your communication levers for your pop-up store

Not all pop-up events are created equal. Whether it's a new product launch, a capsule collection, or a new concept or customer test, your approach will vary depending on your goals.

Overview of communication levers for your store. The ABCs:

• Your website : an information pop-up on the home page, and don't forget to update the information on your "Find us" page.
• Your newsletter : a newsletter dedicated to the opening of your pop-up store with essential information and a key message to encourage people to visit (opening dates and times, address, added value).

• Your social networks : Instagram, LinkedIn, TikTok… use your networks to inform your community. Whether it's posts, videos, stories, or even profile descriptions, between quality content and repetition, make sure you have enough impact.
• Influence and micro-influence : Opt for an influence strategy to generate significant word-of-mouth around your point of sale. Focus on micro and nano influencers, who often test new products locally.

A "booster" effect on the visibility of your pop-up store, provided you master your communication thread . Your customers and prospects must be able to find all the information associated with your pop-up store, regardless of the channel they use. In short, we avoid confusing the issue and focus on clear information, served on a small silver platter.

Attract consumers to the point of sale with a drive-to-store strategy

What's a "drive-to-store" strategy? It's everything you implement online to encourage consumers to visit your store.

In short, it's using digital to generate traffic and increase your turnover. ✨ A wave of a magic wand and it's done (or almost):

• The Google My Business listing: the starting point for good digital visibility, it allows you to optimize your natural SEO on the web and provide all the information relating to your pop-up store.

A word of advice: don't miss it, 88% of consumers who search locally then go to a point of sale to finalize their purchases.

• Digital advertising on social networks : with geolocalized targeting to optimize your campaigns.

A word of advice: set a budget, a target, and specific objectives for your campaigns. Competition is fierce in this area, and you won't escape the explosion in acquisition costs.

• SMS marketing and notifications : via SMS or a mobile application, use your customer database to target and optimize the effectiveness of your strategy.
• Click and collect: popular with the French, it also helps generate additional sales (28% of customers who use it buy additional products in store).

Finally, remember that consumers are far from docile. Offer them in-store what they can't find online. Here, there's no pressure or manipulation, but rather an enhanced experience (quality of service, personalized advice, proximity to the brand, etc.).

Using the point of sale as a communication lever

Both an object and a means of communication, the store must be placed at the heart of your marketing actions and your communication strategy.

• The window display : respect the rule of 3, 3 seconds to convince , 3 heights for a balanced composition and to differentiate the products, 3 colors maximum in harmony with your visual identity, 3 featured products to attract effectively.
• Outdoor advertising (or street marketing): Use the street as a platform for expression. From posters to treasure hunts, be inventive to be visible and inspire desire.

The retail environment : Partner with other businesses in the area to create a holistic experience with thoughtful touches . Whether it's a treat at the local ice cream parlor or a "what to do after you leave" program, use surprise marketing to engage your visitors. They might even leave with a loyalty card in their pocket.

Finally, leveraging the point of sale to support your communications plan also means building bridges between digital and physical locations. Whether it's bringing influencers to the point of sale or using the space to create content (live, tutorials, etc.), a pop-up store is an investment; make it pay off!

When should you communicate about your pop-up store?

Before the launch: create desire

Like a movie trailer, your communication should build up the tension before your pop-up store opens.

On social media : share, engage and target your prospects.

• Share : Backstage videos of the store setup, photos of the pop-up, and step-by-step information revealed;
• Engage : community surveys to get people to guess the location of the pop-up, co-creation (concept, capsule collection, goodies, etc.);
• Target : sponsored content to reach your target audience and reach new prospects.

During the pop-up store: make people want to come

“Come on, you'll see, it'll be cool.” For your pop-up store, be smarter than your annoying friend and show that there's real added value in going to the store.

Personalized advice, exclusive offers, limited editions, workshops, round tables or vouchers to win / use only at the point of sale… engage your community.

To do this, we refer you to the tools mentioned above: social networks, influencers, videos, etc. It's time to bombard (intelligently) because time is running out.

After the operation: making the experience of the ephemeral last

You've put energy, time, and money into it, and it's not going to end in the blink of an eye. After your pop-up event, revisiting its highlights is an opportunity to make a lasting impression (and make those who missed it regret it... oops!).

It's also about making your customers and partners feel like they're part of the adventure you've just experienced, a guarantee of loyalty and a sense of belonging to a community. How? Flashback videos, emails, souvenir cards, or even thank-you messages.

As you will have understood, communicating about your pop-up store is not limited to a specific moment . It is more like an endurance race, like Mario Kart, where the pieces of the course are none other than your customers and prospects.

Not forgetting that the point of sale itself is a means of communication, to be put at the service of your brand and your content creation. For the pleasure of the most ROI-minded among you!