The current economic landscape remains uncertain, and the latest British Retail Consortium Retail Sales Monitor indicates that non-food sales decreased by 1.1% year on year. Following the turbulence of the pandemic and the need to quickly shift their models to adapt, retailers and brand marketing teams have become adept at pivoting and responding to changing consumer behaviour. In the face of this rapidly evolving environment, brands that offer consumers different experiences – something tangible and memorable – stand the best chance of success. Pop-ups provide a perfect test bed to try bold new ideas and connect with the target audience as part of an integrated strategy.
From transactional to experiential
When pop-ups were first introduced, they provided a temporary environment for flash sales, product drops and brand launches, playing a crucial role in encouraging customers to transact. They allowed small brands to launch without the investment or commitment involved with securing a permanent retail space. They also offered existing brands a space in which to try new ideas, trial new ranges and engage with their audience in a different way.
However, they have since evolved to become so much more than a transactional space and now act as living ideas. They are a vital way to bring a brand to life and allow it to connect with the audience in a deeper way. This has all occurred during the rise of the ‘experience economy’, where consumers are willing to invest in a moment that creates memories, rather than looking for their next product to purchase. During turbulent times, people are more likely to crave meaning and connection above all else. And the best pop-ups enable this better than any other retail format, inviting people to be part of something for a limited period of time, creating a sense of FOMO that is hard to ignore.
Connected storytelling
One of my personal favourite examples of this is Jellycat, and the series of pop-ups they host. Their patisserie-inspired pop-up is a perfect example of a retailer that is pushing to create connection far beyond a sales transaction, where plush toys are styled like pastries, adding a layer of whimsy and interaction. Jellycat nails the balance of retail theatre and playfulness, turning what could be a simple shopping trip into a mini adventure. And that’s why consumers keep coming back, not just for the toys, but for the moments of joy and surprise they create along the way.
The way Jellycat connects with customers across every digital and physical touchpoint is crucial to its success; there’s no point in hosting a pop-up if nobody knows it’s there. Creating a strong narrative and then weaving this into every thread of marketing is vital to the overall success of the campaign, from social media teasers to creating physical assets audiences can engage with in person. Another brand that demonstrates the power of connected storytelling well is Louis Vuitton, which often leads the way when it comes to experiential retail and treats its pop-ups like temporary art installations. Stores and pop-ups act more like galleries than spaces in which to sell products, blurring the lines between shopping and entertainment.
A living, breathing advert
However, if you lack the budget of the aforementioned brands, it can be difficult to convince senior stakeholders that experiential marketing is worth the investment and not just a nice to have. It’s all about how the pop-up is positioned, and shifting the dialogue from it being a transactional space. Essentially, pop-ups should be seen as part of your out-of-home strategy. They are a 3D living, breathing equivalent of traditional bus adverts and billboards; a way to get people talking and engaging with a brand.
While the methods and themes differ greatly between the most successful pop-ups, they all have something in common. Each one creates a space for people to explore and find a sense of belonging, bridging the gap between the online world and real life. Activations invite them to step into a story and create memories that last far longer than a transaction. This connected storytelling is vital to the success – not just of the pop-up, but of the overarching campaign.
Looking ahead, brands must shift from viewing pop-ups as a short-term tactic in isolation and instead see them as the cornerstone of a long-term strategy. Pop-ups can run for 12 months and longer, yet always remain agile and slot into a much bigger picture, allowing brands to stay relevant and connect with their customers in new ways. The future of retail may remain uncertain, but brands that curate experiences stand the best chance of success.
Tim Nash, Head of Creative Strategy, IPOS