Customers want experiences from brands — not just products or services. In today’s omnichannel retail landscape, it’s more important than ever to connect with customers through deep, immersive experiences that develop authentic relationships with consumers and foster lifelong brand advocacy.
One way to build and nurture those relationships? Pop-up shops. Once a buzzword, pop-ups have now become a powerful marketing mainstay.
Why pop-ups are so powerful
Pop-ups, by nature, are temporary and invite consumers to take part in a limited-edition experience. There’s a reason advertisers push limited-time-only campaigns: They work. Scarcity is a powerful marketing tool, and no one wants to miss out.
Once considered primarily an awareness tactic, temporary retail experiences now provide immediate opportunities for brands to sell, thanks to omnichannel shopper exploration. These pop-up experiences offer brands the opportunity to drives sales – and brand awareness, and press and earned media.
Pop-ups are also incredible content creation and curation opportunities. In addition to providing content for the brand to capture and share, pop-ups offer social capital for attendees, via experiences that they can’t wait to share on social media. And that user-generated content (UGC) is powerful: 70% of consumers trust recommendations from their peers, compared to 15% who trust posts created and shared by brands (Forrester Research).
Pop-ups in Action
Velcro Brand Holiday Hackshop
Pierce partnered with the Velcro Brand to create a holiday pop-up store in SoHo, immersing consumers in the brand experience and generating over 101 earned million media and a 243% jump in Instagram followers. Julie Barry, Velcro Industries director of global brand, said, “We watched consumers’ expressions change as they crossed the threshold; you could literally see their opinion of the brand change as they walked through the space, and for us, this is what it was all about.”
Nestlé Cailler Pop-up
To build brand awareness and preference for Nestlé Cailler in the premium chocolate category in the U.S., Pierce created two holiday pop-up stores in NYC and San Francisco during the holiday season. The stores immersed consumers in the brand via interactive experiences including a Switzerland VR experience, personalized holiday card station, and guided tasting bar with a special appearance by the brand’s head chocolatier from Switzerland.