Social Media News: Pop-up stores and Social Media
Source: shiesa.files.wordpress.com
How are pop-up stores successful?
It's simple; they are temporary. This creates a certain sense of urgency for consumers to buy products from the store. Start-up businesses and big name brands alike are making the most of the concept, using it to get their name heard and boost their brand.
The ingenious part of the whole thing is the marketing strategy involved with the pop-up shops. Brands are effectively opening temporarily, and then using social media to create a buzz. Customers are then given incentives to share information about the store and generate excitment. This creates a perfect win-win situation for both customer and company; the customer gets freebies for interacting online, and the company gains more customers.
The other reason why pop-up shops are so successful is their economic use of space. Ever since the recession hit, high street stores have found it harder and harder to fight the tide of internet shopping sites. This has left a lot of empty lets in shopping centres and on the high streets. By allowing temporary lets, landlords can fill the vacant spaces, and companies get to test products without losing revenue the same way they would if they had a long-term retail lease.
Pop-up success stories
Marc Jacobs – during NYC fashion week, Marc Jacobs opened a pop-up store for just three days. The store focused on the brand's Daisy fragrance, given that the product already had a huge online following. Thus the company managed to create a huge hype around their store, by tapping into their preexisting vast social media community. The brand encouraged consumers to post using the #MJDaisyChain hashtag, offering free perfume samples in exchange. Any customers who produced a particularly clever online post were eligible to win a free handbag, something that is worth a good few hundred pounds.
Mr Men pop-up store, Selfridges – this February half-term, Selfridges re-opened their Mr.Men pop-up store. Customers were able to come along, choose a character and personalisation, order, pay, and collect the product within 20 minutes. Art You Grew Up With, the retailer of the products, is the first firm to personalise the Roger Hargreaves characters. The pop-up store was first successful last Christmas, so much so in fact, that the company had to recruit more workers to meet customer demand. Selfridges advertised the store on Twitter, encouraging the customers to 'Be a Little Miss or Mr Men' at #SelfLondon's #DestinationChristmas.
Mo Dough pop-up pizza restaurant – this pizza restaurant, which opened last Friday in Moseley, is a great example of a temporary use of space. The pizza place be around for just 3-4 months while the property owner draws up business plans for the building. Alongside pizzas, the restaurant also offers speciality drinks, made of hard-to-find spirits, American-style canned beers and a range from the local Brewery called Purity. The restaurant owner also wants to play live music at the weekends. In order to raise awareness of the new eatery, potential customers are encouraged to come up with an 'ideal pizza topping' combination', which will be featured on the menu. Plus, the winner gets their free 'ideal topping' pizza once a week until the restaurant closes. The #Mydough promo was shared across the restaurant's social media channels, and created a huge hype about the pop-up's opening.
Source: allfacebook.com
Be a Little Miss or Mr Men with a personalised print, exclusively at #SelfLondon's #DestinationChristmas emporium pic.twitter.com/Kv5L8i7OJu
— Selfridges.com (@Selfridges) November 25, 2013
Mo Dough pop-up pizza restaurant – this pizza restaurant, which opened last Friday in Moseley, is a great example of a temporary use of space. The pizza place be around for just 3-4 months while the property owner draws up business plans for the building. Alongside pizzas, the restaurant also offers speciality drinks, made of hard-to-find spirits, American-style canned beers and a range from the local Brewery called Purity. The restaurant owner also wants to play live music at the weekends. In order to raise awareness of the new eatery, potential customers are encouraged to come up with an 'ideal pizza topping' combination', which will be featured on the menu. Plus, the winner gets their free 'ideal topping' pizza once a week until the restaurant closes. The #Mydough promo was shared across the restaurant's social media channels, and created a huge hype about the pop-up's opening.
Some great suggestions so far in our #Mydough comp. Tell us your favourite pizza, best one wins a free one every week!
— Mo Dough (@MoDoughMoseley) February 25, 2014
Charlotte is a trainee journalist, who loves writing about anything and everything. Currently an intern at Social Media Frontiers, you can follow her @charlotteatsmf and @CharlotteR_4
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Social Media News: Pop-up stores and Social Media
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