Pop-Up to Keep Up: Our Top 6 Reasons Why
In today’s digital world, we can easily diminish the importance and power of physical interaction. This is especially true in retail. But for many products and brands with healthy online retail aspects, nothing beats experiential engagement.
Many brands are bridging the gap by using augmented reality (AR) technology to enhance real-life interactions. According to BizTech, “[au]gmented reality allows retailers to offer customers a shopping experience greatly enhanced by digital capabilities. And it’s the kind of transformative technology that applies across an omnichannel retail experience.” Retailers and brands such as Nike, IKEA, Warby Parker and L’Oreal are pursuing AR technology that allows for virtual try-ons and complex virtual experience overlaid with in-person product interaction. Despite their forays into advanced digital interactions, these companies combine real-life with on-line because they realize that nothing can replace the compelling engagement of “being there.”
Sensory interactions with products — known as haptic marketing — create memorable and lasting moments. According to the white paper, “Reimagining Retail in 2025,” “[d]espite predictions that the age of brick and mortar was over, in-store retail is back and stronger than ever. Consumers want to get out of the house, they want to connect with others and they crave experiences. As Kate Ancketill, CEO and founder of GDR Creative Intelligence, explained at NRF 2025, “Modern people lack a sense of community, belonging, warmth, wonder and awe — and these are the things that physical retail is perfectly positioned to provide.”
How can you motivate a busy and content-inundated consumer to step foot in YOUR retail location? Whether you are a legacy brand or a rising digital native, pop-ups can provide a cost-effective way of experimenting with your brand, generating hype for new ideas and gauging consumer interest at a more tactile level.
Here are Medallion Retail’s six reasons to do a pop-up:
1. Brand Building
Pop-ups allow you to experiment with tone and positioning, all without the expense of a major overhaul to your existing stores. Another valuable perk: you’re able to monitor feedback directly.
2. Testing & Review
A pop-up can supply qualitative and quantitative intel for your brand. Are you currently looking to expand out of the digital space, or want to determine where a new location might work best? Implementing a pop-up space in a new geographic location can provide a small step before larger investments are made.
You can gather insight and data about your customer; which products are popular or what type of store layout provides the best user experience. This could also be a time to test partnerships or sponsorships for your brand.
3. Introducing a Product
Providing a special retail experience will highlight your newest line, a holiday feature or partnerships you want to publicize. Pop-ups are a proven way to allow shoppers to touch and try new products and satisfy your customer’s tactile needs.
4. Expanding Point of Sale
Consider transforming the traditional “shop and pay at the register” experience. A pop-up can sell in a variety of ways, but it’s not always necessary to include a stockroom full of product or a counter of registers.
In fact, thinking of new ways to shop can be what delights and drives your customers. A pop-up without merchandise can also take away the burden and expense of stock and payment logistics. Customers can fulfill the need to see, touch or try on a product in person, followed by a memorable purchasing experience that uses QR codes.
5. Creating Buzz
Any size pop-up can be a major PR opportunity — and your pop-up success is directly correlated to the press time you give it. Creating buzz for your brand is one of the best ways to connect with new consumers or re-energize a connection with current shoppers.
No matter what your objective or strategy for a pop-up, great buzz is an obvious benefit. Timberland did a long-term pop-up installation in midtown Manhattan where they created green spaces within their store. This creative oasis gave consumers a feel for nature in the midst of a city, while providing a personal connection to Timberland’s brand values, as well as plenty of inspiring Instagrammable moments.
6. Reinforcing Shopper Relationships
Creating experiences that connect with your customers in new, fun ways can improve brand loyalty and create ambassadors willing to share your brand with new audiences. An “exclusive pop-up” can incorporate ideas like limited access to VIP members, or special invite/event times for cardholders. Pop-up experiences like this help customers feel important and acknowledged for their connection to your brand. Pushing an exclusive event can also create added hype (and positive FOMO) for a broader target audience.
Retail is still a major player in consumer purchasing, but it needs to adapt with the needs of the consumer. Pop-ups provide a guaranteed opportunity to connect with customers, who will feel and be more engaged with your brand and products. Pop-ups can be used for different outcomes, but all effective pop-ups start with a strategic plan.
At Medallion Retail, we can help you create an effective and engaging pop-up experience for your brand, from strategy to delivery. We’d love to talk pop-up with you! Contact us today to start the conversation.
