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Pop Up Stores: A smart way to promote your Brand!

The history: Story behind Pop Up Stores

The Pop Up store concept started first in Los Angeles with a name “Ultimate Hipster Mall”, when the big brands started seeing a lot of competition from the newly emerging brands.

When big brands didn’t promote in the country side, new brands started to see an opportunity and targeted those markets. In order to overcome these problems, big brands started pop-up shops or short term retail shops to attract specifically targeted audience.

The Definition: What are Pop Up Shops?

Pop-Up Shops also known as Temporary Retail or Flash Retail are short term shops that sell merchandise. Pop-Up shops are typically open anywhere and duration can be from 1 day to couple of months.

Pop-Up shops are used to sell pretty much anything. It can be Clothing, Jewellery, Art, Crafts, Tech Gadgets, Food or whatever you are selling.

The Concept: Why Pop Up shops in India?

Although, there are many concepts of short term rentals in India, we have just seen them in play for marketing campaigns or sales. In this era of going digital with everything, a lot of brands have started selling their products on ecommerce stores and online marketplaces. But a common problem that every such Brand is suffering today is getting the right attention from the right audience.

A brand is the meaning behind your company's name, logo, symbols, products and slogans. Having a unique presence in target market helps you build brand awareness and create a long-term position in the marketplace.

So, let’s rest our case and see the benefits of doing so in a densely populated country like India.

1. Affordability: Because pop-up shops are temporary in nature and smaller in size than conventional retail stores, the cost of rent is usually lower.

2. Short term commitment: Instead of being locked into a long-term rental agreement, the brand is only committed for a fixed period of time, which means it can adapt to changes in its business and marketing plans.

3. Brings in Attention: People are interested in the sudden existence of a store, especially if they look unique -- for instance, retail shops or exhibitions.

4. Testing & Experimentation: Test your Brand on the go! You can test marketing new products and gauge the response, from which you can improve the ways of serving your customers.

5. Brand Awareness: Most of all, when you reach out to people personally, you will be promoting yourself and the brand. This will bring in a kind of trust and assurance in every customer, which will help in branding.

The biggest advantage of pop-up stores is their potential to grow into permanent local businesses by establishing the presence of your Brand. Pop Up Stores come and go along the road, but the point is bringing energy and serving or getting customers.