Google. Amazon. Nestlé. All enormous names in their respective industries and hardly the brands you would expect to invest in pop up shops. But you’d be wrong. Each one of these giants has found success through the use of temporary shops as a means of effectively achieving certain goals, be it market testing or a product launch. Here’s how they do it.
Holiday Help – Giving Customers a Chance to Test New Electronics
Just in time for the pre-holiday rush at the end of each year, Amazon is a big proponent of opening up temporary kiosks filled with big ticket holiday gifts along with newer products to hit the market. Such a strategy gives their customers a chance to buy stocking stuffers immediately, a practice that drives sales.
Artsy Experience – Using the Rented Space to Draw Customers
Reebok took decorating their pop up shop to a whole new level when they rented out a space in the CVZ contemporary art gallery in New York. Already a destination for the artistically-minded, Reebok decorated the space using bold colors to offset the minimalistic product display. They also changed out the for sale items every week to feature more exclusive buys.
Brand Building – Spreading the New Name with Irresistible Deals
Nestlé’s brand of instant coffee, Nescafé, prompted the company to set up a pop up shop underneath a large tent next to a major sidewalk. The sign outside offered visitors a free cup of coffee. After stepping inside, it was revealed to visitors that the entire thing was furnished with comfy chairs and tables to sit around.
Technological Know-How – Introducing the Consumers to New Products
New is typically scary for people, and this is no different when it comes to technology. This is where Google’s Winter Wonderlabs shine. All visitors have access to unlimited music, videos and games on all of Google’s new devices, bridging the gap between old and new in order to make the technology even more appealing.