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Why create a pop-up store?

The pop-up store, a test & learn tool

By definition, a pop-up store is a point of sale that opens for a limited time. The interest of the pop-up store is to test its new concept, a location, a target, a product... by limiting financial risks.

This is how we see the pop-up store as a laboratory, a test and learn tool. By measuring the performance of the point of sale and collecting customer feedback, we can then draw conclusions and learn from our pop-up store and then deploy it on a large scale. Create a pop-up store is an effective way to analyze its results, measure the impact of a store and find ways to improve it in the field.

Traditional store vs pop-up store: minimizing financial risks

By opting for a pop-up store, we estimate 60% reduction in financial risks. The commitment is lower both on the lease, on sales staff, on furniture... As the opening of a pop-up store is done through the help of an agency, it manages the administrative part for you, which thus becomes easier to manage.

The pop-up store: a solution to the explosion of online acquisition costs

With the mass creation ofdigital businesses In recent years, say DNVB (Digital Native Vertical Brands), online acquisition costs have exploded. For example, between September 2021 and March 2022, the average acquisition cost doubled. To respond to this problem, many DNVBs have had to diversify their retail strategy and turn to the physical world.

How to succeed in a pop-up store?

The 6 levers in creating a pop-up store

When you want to create a pop-up store, it exists six levers for reflection essential to address.

• The location: determine the sociology of the place, its location, and its type of place.
• Communication and events: establish a communication strategy before, during and after the creation of the pop-up store.
• The layout of the pop-up: choose the materials used, decide on a precise visual identity.
• Merchandising and customer journey: set up product discovery and scenography.
• Customer experience and theatricalization: decide on brand discovery, storytelling, and possible gamification.
• Lifespan of the pop-up and base: think about the benefits of the pop-up over time, its frequency, its activation.

All these levers must be taken into account in the retail strategy for the creation of a pop-up store.

Define your objective to invest in the right levers

If we agree that to take advantage of the pop-up, the brand will not have an interest in abandoning one of these elements, it is obvious that it will certainly not be able to mobilizing as many resources and investments on all of them. It is here that the objectives, clear and coherent between them, fixed at the start of the project, intervene. These can be as well Commercials what marketing.

The main objectives for defining its retail strategy are:

Objective of loyalty and commitment

• Understand and analyze your customers and community
• Engaging your customers to perpetuate the relationship

Objective of understanding and acquiring a new target

• Align the brand's positioning with its (new) target
• Adapt your merchandising and pricing to a new target

Repositioning objective

• Launch of a new range
• Innovation
• New concept

Notoriety objective

• Make yourself known (DNVB)
• Attracting the press and influencers (Large groups)

Sales volume target

• Increase your turnover
• KING

Apply the test & learn method by measuring the performance of the point of sale

As you will have understood, the test & learn method is powerful in making decisions on your retail strategy. But how set it up?

As in science, the test is based on the comparison of several indicators determined in advance according to the objective. Therefore, it is essential to measure performance from its pop-up store. The turnover, the Effort rate Or the rReturn on investment are frequently used indicators, but there are a multitude of them. To know the real impact of your pop-up, it is important to measure the performance of your point of sale. beyond commercial performance (impact on the site, on social networks, on customer satisfaction...)

At Nestore, to better learn from your pop-up, we analyze building reputation and memorability from the point of sale, the quality and intensity of the experience, and the ability to retain customers.