How online retailers use pop-up stores to make their marketing more emotional – eCommerce Magazin


Pop-up store concept: why now?

The last few months have been tough. For retail, gastronomy and everyone personally. At the same time, e-commerce experienced a boom: in closed city centers, customers satisfied all consumer needs via the Internet. Now the industry has to see to it that it uses the trend for itself in the long term. Now is the time to turn the many new customers into regular customers. In purely online business, however, it is difficult to bind people to a brand in the long term – there is a large selection on the Internet and purchase decisions are often made on the basis of instinct.

There are many ways to build long-term relationships – it is crucial that the measure fits the target group and brand. Pop-up stores are extremely flexible and changeable. They can therefore be used for almost every industry and a specific approach to particular strategic target group segments.

Best of all, the opportunities for pop-up stores have never been so good. There are two reasons for this. Firstly, many attractive rooms are empty in the inner cities – what has a sad background now offers inexpensive, high-quality open spaces in a wide variety of locations for pop-ups. Second, people are dying for special events. With closed clubs, canceled concerts and travel restrictions, the desire for extraordinary campaigns, exclusive events and a shared experience as part of a community is great.

Pop up store concept
The Magnum Infinity Lounge – 2.5 weeks on over 290 square meters in Hamburg’s best downtown location. Image: East End

Is a pop-up store concept even relevant for e-commerce?

As a marketing tool, the pop-up store concept is better known from the fashion or food sector. However, even companies with a focus on e-commerce should regularly or at least occasionally dive from the online into the offline world. This not only strengthens brand loyalty, but also helps a company to see its customers not just as faceless consumers, but as real people with diverse needs. Ideally, they should learn from them in order to sharpen their innovations and become even more relevant in the offer.

By the way: these days, pop-up stores are no longer purely analogue – they are at least hybrid, but they can also be entirely digital. More on that below.

For many people, services on the Internet are still difficult to understand. How does actually work? What can do? And how serious is Services in e-commerce in particular often require explanation and are anonymous. Via the marketing channel pop-up store, topics can be emotionalized, an exchange initiated or service topics dealt with in close proximity.

Pop-up store concept: Increase brand loyalty and awareness

Pop-up stores are more than just special sales areas. Rather, they are a space for dialogue, encounter and iteration. As social beings, people want to share their emotions, experience adventures together and pass on experiences – the basis for this is a unique experience with authentic content. These can be developed in pop-up stores on various levels: through staging, involving all the senses or activation on site (e.g. with the help of artists, influencers or special program items). Incidentally, studies have shown that customers experience products as more valuable (i.e. more expensive) when several senses are addressed.

Pop up store concept
First German pop-up store for BlackBerry in the form of a walk-in vault. Picture: East end

Time limits or exclusive offers make it even possible to create a hype. A certain tension is therefore essential in the overall composition. This succeeds z. B. by withholding information or a restricted guest list.

Test new products using Pop up store concept

Companies can also use pop-up stores for testing and development. For example, to initially offer new products exclusively to a selected group such as influencers and press representatives and to use their reach for publicity (“word-of-mouth”). This target group often has domino effects on the early adopters and ultimately on the masses.