Ecommerce and the age of pop-up shops
January 24, 2019
As talk of the war for talent fluctuates, we have to consider the trends and preferences that are driving more talented individuals to remain individual.
Pop-up shops are trendy and fun, temporary retail spaces. They’ve proven to be beneficial for many parties. Landlords, retailers, customers. They bring the customer closer, igniting a personal vibe between seller and buyer, and of course, the merchandise. What better way to find a unique product than from a business with a temporary storefront.
In terms of pop-up shop owners, the risk is minimal. A rented space, a limited inventory. Instead, a pop-up shop business is a marketing technique. It promotes the business as well as the space.
Pop-up shops are changing the way we’re doing business, big or small. But how does it tie in with the war for talent? With more creative entrepreneurs entering the business world, talent is standing strong independently.
But what got us here exactly? You could blame the gig-economy that is growing as more talented millennials are starting and serving businesses. Or, the convenience of ecommerce, social media, and digital payment platforms that allow for instant transactions (such as e-transfers and devices that turn your phone into a little credit card reader).
If you’re used to doing business online, you already understand the importance of making connections within media, distribution, payments, and shipping. But what could making a pop-up appearance do for you business?
It’s well known that timing is everything. From practiced sales representatives to a dad on Craigslist, “limited time only” sells.
The fact is, consumers love feeling exclusive. The experience of visiting a temporary store and purchasing from a limited supply is exciting and unique.
That experience isn’t just for customers. It’s also a huge driving force for business owners and employees. It’s fun, refreshing, and engaging with the community. Not to mention, a nice boost for sales and marketing.
Pop-up shops benefit the entire community. They help promote the business, but also help develop community bonds. Many pop-up shops will include local restaurants, breweries, musicians, cafes, and other local retailers for larger events.
If you’re planning to take your online store to the brick-and-mortar dimension, a pop-up shop could help you test the waters. It could allowyou to reach an all new customer base that your online presence and marketing miss.
By extending your business across fresh platforms, you let consumers get to know you better and see the product up front. Even if your sales aren’t dramatic, you’ll have marketed your online store by just making an appearance.
Aside from pop-ups being trendy, many are usually planned around seasonal and holiday events. This means sales will be expected…in both senses of the word.
From August to January, it’s common to see massive pop-ups selling Halloween costumes and decorations, Thanksgiving supplies, Black Friday specials, and Christmas everythings. Of course, there’s also Valentines Day, St. Patrick’s Day, and Easter that all spark some flash retail appearances.
Timing is always a selling point for pop ups, as mentioned. However, those rooted around seasonal events require additional incentives and marketing to help drive out competition.
If the product isn’t unique, time or supply sensitive, and the experience and displays aren’t Instagram worthy, shoppers will expect comparative deals. Otherwise, your pop-up shop may suffer some holiday blues.
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Whatever the business, it’s important to have a team that’s familiar with the product. After all, this team won’t just be seen as a mismatched collection of part-time help by customers; they’ll represent the entire brand.
Yes, imagine it. Seasonal employees responsible for the future outcome of a brand’s success. They’re not just selling products to individual customers. They’re upselling the company, for all its values, processes, style, and attitude. Therefore, it’s crucial to find a team that will express passion and spark interest in the brand in order to promote awareness and respect.
Pop-ups create temporary employment. Although it can be extremely hectic trying to hire and train from scratch if only for a couple months’ employment, seasonal jobs are necessary boosts of income for many. But that’s an entirely different story.
Finding part-time or seasonal help is not the concern here. It’s management. How does the preference of business owners to open pop-ups affect business in general? Is this a trend that’s escalating with millennials?
As more and more millennials take on entrepreneurial positions, and invest in temporary retail spaces, the war for talent rages on. But as ecommerce continues to climb, those leaders and workers are choosing independence anyway, just from the safety of their own homes.
Many business owners are feeling the pressure to balance physical and digital workspaces. Pop-up shops just add a fresh reminder that the physical retail world is still necessary and relevant.
Take your online business out for a breath of fresh air.