Thursday, November 4, 2010

Pop-up Retail

An emerging retail trend is that of Pop-up Retail or Pop-up stores. These are temporary stores that pop-up at any location, draws in crowds, generate sales and shut down. These could be used by any category of products but is largely used by apparel to create interest in the new lines and showcase the same.
It is a great idea and can be used in a variety of ways.

  • Showcase a service which is difficult to communicate like how Singapore Airlines did last month.
  • Demonstrate usage of a new product like how Nokia did for OVI services or Canon did for their products.
  • Open a pop-up store in a new catchment or city where the regular store is expected to open soon to give the shoppers a feel of that store.
  • Leverage seasonal events and festivals to reduce shopper overcrowding at the regular outlets.
I saw a great pop-up store initiative by Sri Krishna Sweets which is a chain of sweet shops as also is into restaurants. We all know the crowds that throng stores, especially apparel, sweet and firework stores during Diwali. This initiative must have been to reduce the crowd at the regular outlets as also increase penetrations by getting new customers to purchase the sweets as also get a taste of the dishes at their restaurants. Some interesting innovations, which I think will make this a sure fire hit are as follows –

  • Centrally located at the heart of Chennai in a large wedding hall, ensures ease of access.
  • It is positioned as a 48 hour event starting at 8 am on 3rd Nov. When most shops anyways are open till almost mid night during this season, this has upped the ante.
  • 10% discount between 11 pm and 5 am ensures some amount of shoppers during the most lean period. Especially with Diwali being on 5th morning. I would not be surprised if customers actually went there on 5th early morning to make purchases.
  • Apart from sweets being sold, there are food counters of various cuisines
  • Plus, some of the sweets are being made fresh and hot for sales, which might again prompt people to go there on 5th morning.
  • A thought to keep children entertained was evident from the clowns, a stilt walker, etc.
  • Lastly to bring a festive flavor and also interest the adults there were traditional Tamil Nadu folk dancers and even one of those roadside parrot astrologer.
Needless to say, it was advertised and there was a sizable crowd by 4 pm on the 4th. Well planned and more importantly well executed. Check out the pictures and videos to get a feel of this pop-up store, which I took after taking the permission of the person in charge who seemed quite happy to have this initiative being noticed with interest.
Best wishes to all the readers of "An Indian and A Retailer" for a Very Happy and Propserous Diwali.


Namrata said...

Hi Sir,
Interesting Blog:)
It may also interest you to check out a store at Anna Nagar - Near Round Tana , next to Cafe Coffee Day. I am refering to the store which offers "UPTO 200% off on MOBILES".

200% off??? Really???

Ironically, these stores think that people are gullible. Well in that case we should be getting 2 mobile phones absolutely free of cost!!!

Anyway, they give us a reason to chuckle about!


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