According to Pop Up Republic, a marketing support company that caters exclusively to pop-up shops, a “pop-up is a shop, a restaurant, a collection of shops, or an event that opens quickly in a temporary location and is intended to operate for a short period of time”. With this in mind, it’s no surprise that pop ups are becoming increasingly popular – no pun intended.
There are a number of benefits for a retailer or brand to do a pop-up. Among the top benefits, outside of sales, can include brand awareness with press, media, influencers and customers, customer education – such as allowing you to give customers a more in-depth education of your value proposition and product offerings – and experiencing a brick and mortar environment,” shares Melissa Gonzalez, CEO of The Lionesque Group and author of the recently released book, “The Pop-Up Paradigm”.
Gonzalez’s company, The Lionesque Group, routinely does research on the values of pop-up shops and has identified over the last couple of years that the average pop-up that they work with sees a 35% increase in sales from doors open to 6 months after doors close. Additionally, 50% off these pop-ups see an average increase of 30% on social media engagement over the lifespan of their pop-up shop.