Tijdelijke hang-out voor jongeren in AKO pop-up schoolwinkel

AKO heeft een Back2School-store geopend op station Utrecht Centraal.

De winkel blijft drie maanden geopend en verkoopt onder meer schriften, kaftpapier en fietszadelhoezen. Daarnaast komen er diensten als een boekenkaftservice, is er een bar en organiseert AKO regelmatig activiteiten, zoals signeersessies met bekende YouTubers. Op die manier moet het een echte hang-out voor jongeren worden deze zomer.

AKO schoolwinkel pop-up

KLM Air&Rail pop-up Antwerpen

Air&Rail KLM
Klm opent op 21 mei een tijdelijke winkel op de Antwerpse meir.  Met de pop-up wil de luchtvaartmaatschappij klanten attent maken op een nieuw product.  Vanuit Antwerpen centraal kan je met de Thalys naar Schiphol, waar je connectie hebt met alle KLM bestemmingen.  Te boeken via KLM of de reisagent.

Van 21/5 tot 5/6 op de Antwerpse Meir

Is een pop-up shop rendabel?

Een  vraag die we vaak voorgeschoteld krijgen is of een pop-up store rendabel is.  Het antwoord is niet eenvoudig te geven.  De meeste zijn dit niet, maar dit is ook niet de doelstelling.  Veel pop-up’s worden opgezet als alternatieve media/reclame tool.  En een billboard of abribus campagne is toch ook niet rechtstreeks rendabel?  Maar wedden dat je met je pop-up initiatief de kosten kan drukken voor meer communicatie impact bij je doelgroep?

Anders ligt het wanneer een pop-up wordt ingezet als extra verkooppunt, bijvoorbeeld in het drukke verkoopseizoen, of als tool om een stock van de hand te doen.  In deze gevallen moeten we wel kunnen spreken van rendabiliteit.

En we stellen uiteraard ook vormen vast waar beide gecombineerd worden.  Waar de pop-up wordt opgezet als stunt of tool om de naambekendheid te boosten, maar waar men van de gelegenheid gebruik maakt om deel van de gemaakte kosten meteen terug te verdienen door het verkopen van producten.

Meer over dit thema in ons boek ‘Pop it up (Lannoo Campus)’.

Webwinkel starten?

Webwinkels schieten als paddestoelen uit de grond.  Maar ze hebben één groot nadeel ten opzichte van klassieke winkels: je krijgt weinig of geen toevallige passanten.  Lastig dus, om je bekendheid op te bouwen.  Dit betekent concreet dat je meestal zware communicatie inspanningen moet doen om mensen naar je webshop te lokken.

Een alternatieve communicatie actie kan zijn het inzetten van pop-up’s.  Met tijdelijke winkels trek je naar plaatsen waar wel passage is om op die manier deze passanten naar je site te lokken.  Bijvoorbeeld door hen even je producten te laten voelen, of hen via een QR code of ander trucje naar je site te lokken.

En als je bovendien je pop-up in diverse steden opzet, telkens voor een paar dagen/weken, krijg je snel meer naambekendheid en hopelijk ook trafiek op  je webshop.

Meer hierover in ons boek ‘Pop it up (Lannoo Campus)’

McVitie’s pop-up cuddle café

 

Biscuit brand McVitie’s opened a pop-up café in London in which customers can pay for food with a hug. With this pop-up experience, the brand supported their TV advertising, which featured puppies and kittens crawling out of biscuit packets.

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The McVitie’s Cuddle Cafe was a two day pop up where people went and got all snuggly with tea and biscuits in exchange for a cuddle. That’s right, no money needed, not even social media payment, just a good old fashioned cuddle. There were some prize to win too. Only open for 2 days.The #Sweeet was used for buzz creation.

Moleskine successfully tests location in East London

Moleskine pop-up store London

In order to see whether East London would be the right location for a permanent store. Moleskine opened a pop up shop in Unit 3, Old Street Station.The Moleskine store aimed to inspire and engage customers on a number of levels, with interactive tables, art exhibitions and events.

The pop up store went on to become one of Moleskine’s most successful locations. With over 200 people visiting every day and 20% converting. At times it was busier than their flagship store in Covent Garden. The pop up persuaded them it was definitely time for a permanent Moleskine store to open in Old Street.

Moving from clicks to bricks in 2015?

from clicks to bricks in 2015

The news of Amazon’s first pop-up shop opening in New York in time for Christmas has certainly put the ‘clicks-and-mortar’ trend back into focus. This term which initially emerged to describe high-street retailers going online during the early dotcom years now is used to describe online companies opening up shops or temporary physical retail spaces. A move that seems to highlight that physical retail is still a necessary part.  A part that consumers want and expect. But while physical stores can extend the reach of an e-commerce’s brand to new customers, it does require different skills and can bring with it additional risks.  What should you consider when moving from clicks to bricks in 2015?

Offline stores could provide interesting data for online sales and provide valuable insight into how buyers select products. For us the introduction of pop-up stores would serve to give us an insight into how buyers select products.

Furtermore, not everything needs a tactile touch. Merchandising on t-shirts, hoodies and phone cases sells very well online because they are not high risk tactile purchases.  The desire to purchase is primarily driven by the design and message they carry.

Don’t forget to focus on the customer. What matters now more than ever is ‘the experience’ either offline or online. With so many local and international online competitors able to steal your customer, a bad experience loses you customers.  It is critical for pop-up retailers to provide a good online experience too. An eager shopper that has to wait to check out may decide to order online instead of standing in line at a till —especially with a rapid shipping option.

Customers want good service and value so if you provide this your brand will grow by retention and recommendation faster online than any offline retailer can manage. Coolblue’s introduction of same day delivery service and more convenient locations to collect their goods from highlights that the customer is always top of mind.

A pop-up space can reach more easily an audience already in shopping mode. Shops can also sometimes give consumers a far stronger introduction to your brand. And in-store visits can become opportunities to drive re-purchase or incremental sales online.

The biggest challenge for online retailers considering a clicks-and-mortar move however, is one of logistics and focus. At online shops, employees are all specialists in online marketing, e-commerce experience, mass customization and rapid direct-to-consumer fulfillment. Not one of them specialises in running a scaled offline retail business.  Plus, there are issues to consider such as shoplifting, stock damage and cash transactions. Deciding to move offline without taking into account all these considerations would not be a good idea. E-commerce retailers looking to make that move should really look to find an experienced retail partner before doing so.

 

 

Pop-up eBay: 24-Hour Christmas Windows

eBay Australia has deviated from its traditonal online model. From December 4th till December 7th, they opened four ‘eBay Shoppable Windows’, interactive window displays for the 2014 Australian Holiday Season.

Viewers enjoyed the products in each display, browsed product details on a 46-inch installed screen, and purchased items directly via mobile phones. Actors in each window display interacted with products, helping the consumer to imagine these products at home.

 

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The campaing was a response to an internal holiday shopping report, which indicated that 65% of Aussies associate the holiday shopping season with physical cues such as Christmas music and decorations, and 37% get their gift inspirations directly from display windows. With both sensory details (including a snow machine and carol playlist) and mobile capabilities, eBay designed its windows to blend sensory shopping influence with online convenience.

 

CAT Shoe pop-up to help the local resellers

Cat Footwear’s pop-up store in New York City was only around just for a week, but it drew 750,000 visitors.

The 800-square-foot store filled with the autumn/winter 2014 collection was intended to promote the brand’s New York-based retailers such as Shoe Parlor, Limelight Shops and Zacky’s.

CAT Wolverine Group Shoe pop-up store

Cat Footwear has a strong following in New York City, said Kelly Ballou, the brand’s market director.

“Our goal with this pop up was to drive long-term brand heat and introduce new consumers to the brand,” Ballou said. “We think pop-up shops have a lasting impact on sell-thru for our New York based retailers.”

 

 

Carlsberg pop-up pub at Wembley

‘The best football pub in the world’. Carlsberg opened his pop-up pub near Wembley Stadium, before the England versus San Marino Euro qualifier game.

The Marketing Store identified three challenges associated with pubs and vowed to rectify them – queuing for beer, not being able to view the entertainment from certain areas of the pub and a lack of entertainment itself. From this, the pub has been designed to include a central bar with a consistently-stocked, 360-degree conveyer belt, easy access to Carlsberg either by tap, tray service and garden fridge and a number of gaming options.

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