Pop-up shops: Why is it wrong not to open an e-commerce?

Posted by Moe on December 28th, 2019

So trendy, the pop-up shop boosts communication for any e-shop. This ephemeral boutique becomes a meeting place with your customers in the real world...

Thanks to its flexibility and adaptability, this retail innovation is set up as an effective solution to overcome the disadvantages of e-commerce. It thus demonstrates all the vivacity of which physical commerce is capable. This real phenomenon has many arguments to convince each e-commerce site to start. Can you resist it?

Benefit #1: Decline your brand image through a scenographic universe

With a pop up shop, the offer of your e-commerce site is highlighted. Your brand image is then materialized in an original scenographic arrangement. Your brand unveils its codes, transmits its values, ​​and conveys a trendy identity. The pop-up shop can thus create the event by offering various animations. Your brand image is shaped through this unique and memorable experience that is offered to visitors.

The high-end cycling clothing brand, Rapha, opened a “Pop Up Club House” at the end of 2017. The boutique located boulevard des Filles du Calvaire in Paris staged its offer available online at rapha.cc. But not only that! She also dramatized a whole universe: enjoy a coffee, share between cyclists, and participate in events. The objective was to reach different audiences (brand enthusiasts, curious people, and cycling experts) around bike rides ("Rapha Rides"), yoga sessions, a photo exhibition ... This program sought to convey the branding and passion of the little queen.

Benefit #2: Strengthen your customer relationship with “Real” Meetings

The customer relationship that is built virtually through websites is more tenuous than that built in the real world. The pop-up shop is a good way to get in touch and connect with your customers. The physical store allows direct exchanges, qualitative feedback, and more conviviality. The customer relationship, a fundamental driver of loyalty, is thus consolidated.

On a road trip across Europe, the ready-to-wear brand Sézane has shown its desire to meet its customers for its 5th anniversary. The website created by Morgane Sézalory presented her most beautiful pieces from Marseille to Strasbourg, via Berlin and London. By combining her taste for travel and her desire for exchanges, the Parisian label has traveled to a few dozen cities.

Benefit #3: Benefit from a new and exceptional visibility

The pop-up shop is a very useful tool for e-shops to gain visibility. Thanks to the new exposure it offers, it allows you to make yourself known to more consumers. The media relay, the event dynamics as well as word of mouth are carriers of a greater repute. Small e-brands such as larger online stores can then be better identified by buyers.

Very well-known brand across the Channel, Boohoo.com, to become famous in France, has embarked upon the establishment of an ephemeral business. The ready-to-wear site was installed in the 2016 rue Saint-Honoré in Paris. He was able to take advantage of significant visibility on the French market to expand his customer base. The company then revitalized the experience in France, as in other countries.

Benefit #4: Boost your sales and your turnover

A pop-up shop is an additional point of contact for e-commerce. Consumers who are not digital enthusiasts, like others, have a new opportunity to find out what your offer is. This additional traffic can attract more visitors to your brand, boost the flow of customers, and thus increase your turnover.

Born in 2013 on the web, the French Big Mustache is developing pop-up shops in places with high traffic to develop its sales. The brand is inspired by the American Dollar Shave Club to offer the sale of razors by subscription. But, it had to adapt to the French market after a difficult passage. Today, the pop-up shop represents a growth driver for its activity.