Following Ipsos Retail Performance installing its first Shopper Count footfall counting solution in a pop-up store, we look at the growth of pop up stores.
Have you been seduced yet? Whether it is pop-up cabaret in Soho, the new Hermes shoe collection in Paris or Minis in Westfield Stratford, one thing is clear – if you haven’t been tempted into one, you soon will be.
Pop-up shops, a phenomenon that started 10 years ago in America, are quickly becoming a lasting trend that is changing the way we shop.
Tim Denison, Director of Retail Intelligence at Ipsos Retail Performance, says, “Pop-up stores offer shoppers a novel experience that is here today and gone tomorrow, injecting excitement, urgency and a compelling reason to take interest and make a purchase. Shoppers are seduced by the notion that pop-ups may offer one-off opportunities, not to be repeated.They are very successful at drawing the shoppers’ attention and focus on visually powerful propositions.”
Samsung case study:
Samsung, one of the world’s leading mobile phone and display brands, rolled out its Samsung pop up ‘PIN stores’ across London as part of its global SIII handset launch and sponsorship of the London 2012 Games. The PIN stores are ‘uber-designed’ glass boxes designed to deliver a holistic brand experience. They were launched and operated by Cheil UK.
On behalf of Samsung, Cheil UK commissioned work from Ipsos Retail Performance.
To measure the success of certain PIN stores, Ipsos Retail Performance was asked to deliver shopper footfall data for five of the stores across key locations in London.
Samsung was keen to capture shopper footfall metrics to gauge the level of customer interest in the shops and the SIII phone. Samsung also wanted to match the store footfall data with transaction rates to get a complete picture of conversion rates at the company’s in-house data centre.
Ipsos Retail Performance installed its Shopper Count solution in four very different locations. While you might have expected the project to include pop-up shops in the Olympic Park (where over 8,500 shopper visits were recorded during the first week of the games) and Westfield London, Samsung also experimented with PIN stores in less obvious locations including Spitalfields Market and Hyde Park. By collecting exact counts of visitors to all four sites, the retailer was not only able to market its latest handset, the SIII, to a more diverse community than through conventional outlets, but to evaluate the draw in very disparate locations and develop its location strategy on the back of the results.
Breathing life back into the High Street
Pop-ups are doing wonders for the High Street. In less than two years the Camden pop-up scheme brought its high street back to life with 97 events in 19 previously empty spaces. (http://www.lovecamden.org/11days)
In Margate, following the announcement that it was to be one of Mary Portas’ Pilot Towns, Robin Vaughan-Lyons of Margate Town Team saw demand for pop-ups soar. He said: “We had sheets and sheets of people who signed up to open pop-up shops on the high street. If we gave every one of these people a pop-up shop we’d have no empty shops left at all.”
POP UP? Everyone’s doing it:
- Glastonbury’ Founder Michael Eavis:
- IKEA flies into Charles de Gaulle airport:
- H&M gets sporty in Covent Garden and Westfield Stratford:
- Chanel Designer Karl Lagerfield visits Selfridges: