And there’s the rub. 1 pop-up. 1 experience. 1 visit.
Why don’t you turn 1 trip into two? Or more? In reference to pop-ups, the more the merrier. There’s absolutely no rule saying that you will need to stop after one. Rotating pop-up retail is a trend that retailers are just starting to catch onto and needing to lure customers into stores over and over again, for In-store Shopper Moments™ that are new and exceedingly enjoyable.
Round and round the carousel we proceed
Bloomingdale’s is doing a 360 when it comes to pop-ups. The department store just opened The Carousel: a rotating in-store pop-up in its flagship location in new york. Unlike traditional pop-ups, The Carousel isn’t a one-time event, nor is it a one-theme event. Every 2 months, it changes, offering an entirely new selection of products organized around a totally different idea.
For The Carousel’s initial experience, Bloomingdale’s chose an”Urban Explorer” theme, selling goods such as sweatshirts, bike helmets, sunglasses, water bottles and sportswear. Obviously, since picture taking is an important part of exploration, there’re also Polaroid instant cameras, and a prime photo op where shoppers can pose on what sounds like the edge of a building overlooking the city. After the pop-up is completed? Time for a new idea, and happy customers returning for another exhilarating, Instagrammable minute.
And needless to say, once they’re in your store, they may tend to receive a brand new coat before winter strikes or buy a gift for a friend’s upcoming birthday. Something like The Carousel works especially well for department stores like Bloomingdale’s that have the space and the permanent property to pull it off.
Like The Carousel’s Urban Explorer, some of the very prosperous pop-ups leverage improbable brand pairings. Who would consider selling Pinch Provisions'”Minimergency Kit” — a set of cleanliness and beauty products — alongside bike helmets and sportswear? In the beginning glancethey don’t appear to go together, but put them together, and it’s exactly what the urban explorer demands.
Notification a STORY
The Carousel is not a completely new idea. A similar kind of pop-up store concept known as STORY has been drawing customers to its Chelsea store since 2011. Each four to eight weeks, STORY receives a complete makeover: shifting everything from its merchandise to its fittings to its own color scheme.
Each distinct rotating pop-up retail notion, called a”story,” highlights another style, theme or issue. For a single idea, STORY partnered with Nickelodeon to produce a shop reminiscent of a high school yearbook, with merchandise featuring Nickelodeon characters and other 90s nostalgia. Another story used the theme”Out of Office” to advertise vacation (and staycation) themed merchandise.
This trendsetting approach pays off. Clients don’t only visit STORY for a one-way excursion. Ever eager to learn what the next concept will be, they return month after month. Actually, STORY’s unique in-store experiences have generated such a buzz that Macy’s recently acquired the retail manufacturer in an effort to re-energize its stores.
Pin it to win it
Struggling with pop-up ideas? You have got an immediate resource available: the amazing and inspirational Pinterest. From style to home renovating to DIY, Pinterest is practically exploding with pop-up notions .
Beyond the fundamental pumpkins and leaves in fall, find suggestions for unique product pairings that inspire clients. You may go futuristic and deck your store out like the inside of a spaceship, filling it with mini planetariums, spacey t-shirts and starry jewelry — all because you noticed the significant number of DIY star projector hooks on Pinterest.
But Pinterest is not only an idea generator; it can help you keep your thumb on the latest trends, especially as we head into the holiday season. Those are tendencies you may use to drive exciting new pop-ups — and push customers into your store.
Imagine if Home Depot had a designated pop-up section that sold different merchandise monthly. Beyond tiki torches in summer and snow blowers at the winter, they could acquire outstanding with individualized DIY ideas. Maybe herringbone tiles start trending on Pinterest in January. The rotating part could highlight ideas for bathrooms, showers and floors, and the show may even associate with Land’s End to exhibit plush bathrobes and slippers with a herringbone blazer thrown in for tongue-in-cheek fun. I mean, doesn’t Home Depot’s site already shout Pinterest inspo?
For many customers, fun seasonal pop-ups can change a Home Depot visit from dull to eye-opening.
In a world driven by social media“stories” and saturated with internet and mobile shopping, Bloomingdale’s and Macy’s are trying to find new ways to keep customers coming through their doors by providing them something surprising and impossible. That means reimagining your shop over and over again — to create amazing, priceless in-store adventures.
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