2016 Retail Pop-up Trends - Medallion Retail
Strategy, Pop-up Retail, Retail Marketing, In-Store Marketing

2016 Retail Pop-up Trends

POSTED ON: 02/16/16 Pop-up Retail

The Girl Scouts who had set up camp outside the entry to my grocery store made me think about pop-up retail. And Thin Mints. (Try ‘em frozen!) And Samoas. But mostly pop-up retail.

These girls were doing it guerilla-style. That cookie table festooned with crepe paper and hand-lettered posters was hardcore. That’s how you do old-school pop-up. First they weren’t there and then, boom, they were. Their set-up was stealthy, their appearance surprising, their products rare and available for a short time only.

It was a perfect storm for cookie sales.

And while these young Scouts understood how to move baked goods, they had no idea that they were a throwback to the infancy of pop-up. They knew nothing of that simpler time; a moment 15 years or so ago when retail pop-up was new and all a retailer had to do was show up unexpectedly with beautiful things for sale.

Those days are as long gone as a $1.50 box of Tagalongs.

Retail pop-up has evolved into a bonafide marketing tactic, a critical part of the mix. Like the rise of social media that followed, pop-up executions have become mandatory for those retail brands that want to connect with today’s experience-hungry shopper. Everybody’s doing it. So the challenge now is not whether or not to do a pop-up, but how to make it outrageous or beautiful or meaningful enough to stand out among all the others.

Building a successful retail pop-up experience in 2016 will require that marketers aggressively push the limits of creativity, ingenuity, tradition and vision. That concerted push will elevate pop-up to a very different place by the end of the year.

How will retail pop-up change this year? Here are 16 evolutions to watch for:

  1. VIP and special event as centerpiece
  2. Greater intimacy between shopper and brand
  3. Emotionally satisfying experiences
  4. In-store becomes event site
  5. Extreme visual executions
  6. Multi-sensorial experiences
  7. Mobile/touring events
  8. Increased social media dependency
  9. Greater brand focus
  10. Less sales focus
  11. More experimentation and risk taking by brand
  12. Crowd-sourced events
  13. Hands-on interaction
  14. Shorter event “running times”
  15. Unusual event sites
  16. Increased media appeal
Share this Article:

Ready to connect to your customers in a more meaningful way?