Pop-up Stores: Catalysts For Experiential Marketing
Pop-up retail is on the rise, posing a challenge to the conventional brick-and-mortar retail model characterised by extended leases and large flagship stores with transaction-focused approaches. Pop-up stores, resembling regular retail spaces, have gained popularity among both consumers and retailers due to their flexibility and the opportunity they offer for innovative, low-risk experimentation.
Chances are, most of us have already encountered pop-up retail without even realising it, as these temporary stores seamlessly blend into the retail landscape. Many brands opt for mobile pop-up shops, installing them in one location and then relocating to another every few months. Over time, the pop-up concept has transformed the retail space, granting consumers access to diverse offerings from around the country right in their hometowns.
The temporary nature of pop-ups is particularly appealing to brands and participants, allowing them to test new markets and generate awareness for products or services without committing to long-term leases. In recent years, the surge in pop-ups has been remarkable, fuelled by the digital shift that enables consumers to discover a myriad of brands online. These temporary installations provide an opportunity for consumers to physically interact with products before making a purchase, bridging the gap between online discovery and in-person experiences.
Everything Experiential talks to brand experts about how they are blending the pop-up format as part of their experiential marketing strategy, how it is reshaping the traditional marketing model and leveraging innovative technological integrations.
Reshaping the traditional marketing model
Rumi Ambastha, AVP, Brand Marketing, Swiss Beauty feels that in the era of unlimited content and social media scrolling, a pop-up activity is a great way to stand out in the market and grab the customer’s attention and intrigue the consumer. It gives the brand an opportunity to connect with the consumers on a more personal and one to one basis. In these small activities, the focus is to increase consumer interactions, enhancing product experience and knowledge using beauty experts, participation and gratifications.”
She adds, “Pop-ups have proven to be not just great awareness activities but have also resulted in an immediate retail business enhancement strategy. Experimental marketing plays an important role as well. The consumer can touch, feel, use and test the product all at one place, the luxury that they don’t get when shopping online. Being a brand that believes all consumers are its BFFs, experiential marketing helps the brand and its products build a connect with consumers as they can not only touch and feel but also match their skin shade, and learn how exactly they can use the product with the help of our beauty advisors.”
Dr Geetika Mittal Gupta, Founder, SkinByDrG understands that their pop-up stores are transforming the traditional marketing model by creating dynamic, temporary retail spaces that engage customers in unique ways. “By strategically placing pop-ups in events, SkinbyDrG is breaking away from traditional brick-and-mortar norms. These temporary setups have allowed the brand to tap into event buzz and leverage the existing audience, providing an immersive, time-sensitive experience. It's about making skincare more accessible and fostering a direct, engaging connection with our audience.”
Pop-up stores are revolutionising the traditional marketing model by adding a dash of excitement and urgency. These temporary shops come into existence creating a sense of exclusivity and surprise. They engage customers in a unique, immersive experience, breaking away from the monotony of regular retail. Kairavi Bharat Ram, Founder, Typsy Beauty fathoms, “Pop-ups are like short-lived adventures, enticing people to explore and discover. This format allows brands to test new products or concepts without committing to a long-term strategy.”
“What’s cool? Pop-ups leverage a sense of FOMO – getting your hands on limited edition drops, new, under-the-radar brands that can be shown off within peers and create social media buzz. This word-of-mouth marketing amplifies brand visibility by blending surprise and interactivity”, she states.
Pop-up stores are flipping the script on marketing, making it a dynamic, customer-focused experience that goes beyond the confines of traditional brick-and-mortar outlets. Ram details, “Our pop-ups serve as dynamic platforms to connect with diverse audiences. We go beyond conventional marketing, fostering personal interactions and turning customers into enthusiasts. We have beauty experts at our pop-ups who help the customers choose the right formulation, shade, and the correct usage of it before they make a purchase to empower them with their desired results.”
Through its pop-ups, Typsy Beauty is trying to reshape marketing by bringing the fun back to beauty. Ram brings out, “You will find exclusive activities, dig deeper into the brand’s essence, and have a chance to get to know the brand and form a connection. We aim to break free from the norm, creating memorable moments that go beyond transactional exchanges. Typsy Beauty isn't just participating in this change; we're at the forefront, turning each pop-up into an experience, making a lasting impact on the traditional marketing narrative.”
Leveraging innovative technological integrations
It is crucial to create a wholesome in-store experience for the customer, guiding them at every step of their decision-making journey. “Our pop-up stores are carefully and innovatively designed to optimise every inch of the display and experience space. Planograming plays a huge role, and as a customer-centric brand, we need deep understanding consumer's buying pattern. Virtual reality and try-on apps would soon be part of the customer experience at Swiss Beauty pop-up stores, creating an edge and taking the whole experience to the next level”, expresses Ambastha.
Typsy Beauty is working towards creating a tech-savvy beauty playground. Ram elucidates, “Creating a phygital integration is extremely important for a D2C brand. Within two years of our inception, we have chosen to build our online and offline retail hand-in-hand rather than going the one-first approach, as we believe that beauty is best experienced by touch, feel and look of the actual product on someone. Each of our pop-ups is located at a high-footfall area and designed to provide an immersive beauty experience, aimed to connect with customers first, and technology helps us facilitate those connections.”
Typsy Beauty has integrated tech solutions at each step of the customer journey so as to make it more seamless and also provide a holistic experience to the customer. To boost brand visibility and to light up our brand on the beauty radar, the brand has decked out its pop-ups with dynamic digital signages and in-store LED walls. These eye-catching displays don't just showcase products; they tell stories making the brand pop in the minds of visitors.
Ram explains that the brand believes in empowering customers with knowledge and in equipping them with the know-how of Typsy Beauty. “Enter our Interactive QR codes. Scan them, and voila! From exclusive discounts, offers and access to a treasure trove of information via our social media channels – it’s all available at the click of a button. From product details and tutorials on how to glam up, to real-time reviews from other beauty enthusiasts – we give you a personal beauty encyclopaedia right in your pocket.”
Typsy Beauty also looks at effortless shopping with smart checkout. “We've ditched the traditional checkout hassles and introduced a smart checkout solution. The team has easy access to customer profiles – purchase history, preferences etc. so that they can create a personalised experience for them every time they walk into the pop-up”, Ram mentions.
The post-purchase journey is made special by Typsy Beauty. “Our commitment to customers doesn't end at the checkout. We've designed an exclusive product review app for post-purchase as well. Share your thoughts, rate your favourites, and connect with a community of beauty lovers.
Our social media handles are open 24/7 for any makeup-related queries or if you just want to share your experience with the brand. For us at Typsy Beauty, it's not just about selling products; it's about building a community that is personalised to each customer.”
Gupta points out that at SkinByDr G’s pop-up stores, they are blending tech with skincare magic. “From interactive displays showcasing our skincare journey to virtual consultations with experts, we're all about creating an immersive, tech-infused experience. Visitors can explore our products in a hands-on way, making the skincare journey more interactive and memorable.”
