pop up stores a new trend in retail!

POP-UP STORES :A NEW TREND IN RETAIL !

CREATE A NEW EXPERIENCE FOR SHOPPERSBeirut – 18th may 2016

WHEN IT ALL STARTED…… pop-up stores have existed for centuries !

FAIRS (MIDDLE - AGE) TRAVELLING THEATRE (19th c)

BUT REVAMP IN THE US (2002)UNIVERSAL EXHIBITS

A lasting trend,Because it offers crucial benefits

Shoppers are looking for fun, for

entertainment

We all want to dream !

NEW EMOTIONSFOR SHOPPERS

It is mandatory for a brand

to tell a story

BRAND EXPERIENCE

Brands are more

global. We can find the same offers everywhere

BREAK STANDARDIZATIO

N

We want our product when we need it…And we want

it now !

MEETINGSHOPPER

NEEDS

POP-UP STORES : FOR WHO ?

Pure Players

& why not politics and

institutions ??!Media /

Publishers

Start-uppers

Bank, Insurrance

Hi-techsA-brands

Retailers

Digital shopping is easier, faster, and propose a larger

offer.

POP-UP STORE BRINGS THE MOST OF BOTH

RETAIL

Downtowns and malls are a opportunity for shoppers to chill

out, to socialize and discover new trends

THE EMERGENCE OF A POST DIGITAL RETAIL

BEFORE THE DIGITAL REVOLUTION Shops were a fixed places and shoppers were mobile

AFTER THE DIGITAL REVOLUTION Access to consumer goods are mobile

Pop Up are experiential, exciting, and able to renew every day.

Pop-Up stores can also create a digital experience

POP-UP STORES ARE MULTIFONCTIONNAL

NEW TALENTS

Allow young talents to emerge

EVENT Create THE brand event

MEETING YOUR

CUSTOMERS

Create a physical link

INNOVATION

Make people see & try your innovation

TEST & LEARN

New range, new geographic zone, …

POP-UP STORES ARE MUTLIFACETED

FOOD TRUCKS

Middle of

nowhere Containers

Stores

POP-UP STORES ARE CRAZY

IN MALLSA mix between brand experience and sales

FOCUS ON POP-UP STORE IN MALLSWhy does that make sense ?

A PERFECT MIX BETWEEN LASTING & SHORT LIVED STORES

Commercial centres are every where :Top 20 is visited by 20% of French pop.Malls shoppers are in a purchasing process but are fully open to new things !

A great tool to create differentiation between Retail property group

Knowledge of shoppers flows : you can be seen by millions of people

Ability to adjust the offer to seasonality

WHERE CAN YOU SET UP YOUR POP-UP STORE IN MALLS ?Everywhere !!MALLS

VACANT STORES

VACANT PLACES

KEY SUCCESS FACTORS FOR A GREAT SET UP IN MALLS

The basics :

13

5

7

24

6

8

The place VisibilityBrandexpression Identified

SpaceBe open ! Meet your

customer

Digitalize Make

try

KEY SUCCESS FACTORS FOR A GREAT SET UP IN MALLS

BUT you also needs to :

The right place @ the right momentThe right timing

Relevance between shopper style & propositionAll other retail rules : No out of stocks Sale force 6 P’s …

SOME TRICKS…... That we know are appreciated by shoppers“I love trying

new things…”

“It’s a opportunity to discover new brands ”

“They gave me samples”

“I’m a VIP, because not all of us will see that ”

“I’m surprised and I like that…”

“I like this pop-up, it’s friendly, not too conventional”

AS A CONCLUSION

POP-UP STORES ARE A “TRIPLE WIN” !

easyMalls, solutions cross-canal

A turn-key solution for pop up stores

A great experience between brands and shoppers

A way to be Omni channel

A great opportunity for your Brand !

GAUTHIER PIMONTCEO EASYMALLS

easyMalls, une entité du groupe Shopper Marketing & Cies

Sociétés du Groupe

gauthier.pimont@easymalls.fr+33 6 88 22 41 98www.easymalls.fr