Mystery Shoppers

Featured Article September '09

Here Today, Gone Tomorrow

We’re all familiar with ‘pop-ups’, but it seems that this form of advertising is being taken to a new level.

Recently, I have seen a rapid turnover in the retailers occupying empty shop floors. Having put this down to the grip of the recession, I thought nothing more of it. However, it seems that the short-lived occupation of stores may not be a collision of fate and unfortunate circumstance, but in fact a deliberate activity.

The new marketing innovation, ‘pop-up’ stores, is proving to be a sensation. Brands are temporarily setting up shop in an attempt to create a stir and exploit the peak retail seasons. The concept behind ‘pop-up’ stores is to arrive impetuously in an empty shop or public space and then seemingly disappear shortly after.

These quirky schemes work so effectively because they don’t just attract the customers but also the media hype, proving to be far more lucrative than a printed advert. They attract customers in their droves as a result of their unique and exclusive feel, something more commonly associated with galleries and Cirque du Soleil.

Retail company, Vacant, has adopted this concept as its main strategy, opening temporary stores spontaneously in major cities across the world including London and is prospering.

Whilst this is no doubt an ingenious form of marketing, it is not a strategy accessible to all retailers. However, we suggest that it is possible to adopt the idea and tailor it to your resources. We suggest ‘pop-up’ stalls. Obviating the cost of renting a shop, pop up stalls can be set up anywhere, for example your local park or a random street corner. Host a special event, such as a two day sale accompanied by food and wine, in a novel area and exploit those impulsive desires of customers. In this way you can still achieve the intrigue and exclusivity created by pop ups but at a fraction of the cost.
So there you have it, prop up your sales with pop ups.

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