The Pop Up Shop Trend
By Custom Trailer in Blog
Pop Up Shops are popping up all over the place! The trend is here to stay (as you’ll see in the article we found below) and what’s a better way of taking your product and popping up somewhere but in a personally branded trailer? It seems to work both for small private companies and for the big boys!
Thinking this might be the way for you to go? Below are also a few tips on how to start up.
Let Custom Trailer help you with the design of your new Pop Up Shop Trailer!
Pop-up shops may be temporary, but the retail trend is here to stay
Established brands test out new markets with short-term retail strategy
Aleksandra Sagan · The Canadian Press
“To drum up excitement around the launch of a credit card targeting the oft-pursued millennial demographic, American Express Canada tapped several star chefs last month to serve Instagram-worthy plates at a restaurant in Toronto that would launch and close within a week.
Before Japanese clothing retailer Uniqlo opened its first Vancouver location this month, it ran a shop with a twist for one day. The location was stocked with flannel shirts, but employees asked Canadians to choose between leaving with a free one or giving it to a newcomer.
Later this month, Google will open a temporary doughnut store in Toronto while promoting its new smart speaker, the Google Home Mini.
The pop-up shop may have started as a way for online retailers to stage a lower-risk experiment with a physical presence, but the temporary storefront has developed into a marketing tool for established brands, often ones that already boast multiple locations.
“It’s definitely a trend,” said Tamara Szames, a Canadian retail analyst for apparel and footwear with the NPD Group.
Even Ikea Canada, which operates a dozen stores in this country, has created multiple short-lived shops. In June, the Swedish retailer opened the Ikea Play Café in Toronto where shoppers could sample meatballs, play a giant pinball machine and, of course, shop a small selection of the company’s kitchen products.
Pop-up shops backed by big corporations now spring up like whack-a-moles, and Szames thinks it’s “a very smart trend.”
Companies can change the conversation with consumers and align brand messaging, she said, pointing to struggling department store chain Sears.
In April, Sears hosted a pop-up in a downtown Toronto neighbourhood Vogue identified as the world’s second hippest in 2014. The trendy spot intended to woo millennial consumers with Sears’s new private label brand as the company attempted to reinvent itself amid sluggish sales.
That experience could change the way a consumer views the company and prompt them to either travel to one of their permanent stores to shop or to their online store, said Szames.
Testing new markets
A temporary location also lets established Canadian companies test new markets in a vast country or international retailers experiment with the Canadian consumer, she said.
Japanese-based Muji, for example, offered a pop-up shop in Vancouver earlier this year and later opened a location at Metropolis at Metrotown in nearby Burnaby.
The method provides additional benefits for big brands whose products are sold in other companies’ stores.
Nestlé Canada, for example, hosted a smattering of pop-up shops this past year. In Montreal, people could customize Delissio Rustico margherita pizzas. In Toronto, passersby could sample Haagen-Dazs ice-cream flights and ice-cream cocktails during happy hour. Later in the summer, pedestrians could stop at a makeshift campground and roast s’mores using Aero chocolate.
The practice allows the company to develop an experience for consumers they don’t get to interact with in stores, and re-invent a brand for new, younger demographics, said Tracey Cooke, vice-president of communication and marketing excellence at Nestlé.
The company sees a direct positive relation with sales in the vicinity of the pop-up, she said.
She acknowledges the pop-up is not necessarily a novel concept anymore and retail is on the brink of saturation in the marketplace.
“I think everybody is on the pop-up bandwagon,” she said.
Still, she doesn’t foresee them disappearing any time soon as consumers, especially millennials, respond to experiences. For Nestlé Canada, she said, pop-ups will remain in their playbook.”
To read the rest of the article, follow the link at the top.
A friend and I want to start a trailer hire business, where can we find more information on this industry?
“Creating a trailer hire business.
There are many options available to research the market you are thinking of entering. The sources of information vary depending on your industry, but some general options include:
This can be obtained from industry associations, or found in print or online trade publications. You should also attend trade shows and speak to the exhibitors there.
Demographic and Economic Data:
You can look on Government portals like Statssa, DTI or even city guides like Joburg website to find out general information on things like age range, income, number of businesses by type in a geographic area and total sales in your category. A reference librarian should also be able to point you onto other specialised databases.
Contact your local chamber of commerce for assistance as well as government-sponsored small business development centres.
Some universities get their graduate students to do market feasibility studies for course credits.
Identify your potential competitors and watch their every move. You could also find a similar business to yours and talk to the owner about their challenges and experience.
Run the idea by informal focus groups which should not only include friends and family, so that you can get objective feedback. When speaking to potential or existing customers you should find out if the market is saturated, does it want what you’re offering, what is the competition doing and how are you going to reach your target audience.”