You’ve established a highly successful online store, a community of loyal customers that is in awe with your brand, an active fan base on social media sites and a burning question in the back of your mind: what’s next?
The unexpected answer you’ve been looking for could be: a pop-up store. Even for pure etailers, opening a pop-up store as an extend of your webshop offers a lot of possibilities. Let me highlight the most important ones for you:
- Awareness: Competition is killing nowadays, both on and offline. Investing in omnichannel presence through a pop-up store can help differentiate your brand from competition and create an unique experience for your customers. This way you can generate more online interest and sales.
- Interaction with customers: Google Analytics offers you useful insights in your customers. For instance, which area they are from. This set of data shows you in which area you should open a pop-up store to interact with your audience. After all, unlike webshops, retail stores are locational. Offline interaction with online customers strengthens the relationship between you and creates more loyal and active customers.
- New audience: A pop-up store offers you the opportunity to reach a new audience. Introduce the customers of your shop with your product through live demos and inspire them. Ask them for feedback so you can keep innovating. Also, there is still a large group of people to whom online shopping isn’t as normal as it is to you and me. Let them experience your product, make them enthusiastic. Once they trust you, the chances they buy something from you online later on are much higher.
- Webrooming: A fancy word, meaning looking for something online and then buy it offline. Webrooming is increasingly becoming more popular, putting pure players one step behind (see infographic below). Experiencing a product, the look and feel of it, still adds value to most people. Needless to say a pop-up store is the perfect solution to this problem.
Infographic on webrooming:
Keep in mind that running a brick-and-mortar store isn’t something you do overnight: it takes a lot more preparation and time than running a webshop. Pop-up stores are ideal to test the waters though due to its temporary character. Make sure you enter the playground prepared, and you’ll see a pop-up store is a very valuable and beautiful addition to your brand.