14 June 2020
From the JoinPAY archive. Information reflects the original publication date.
Pop-up store is a temporary trading platform that is opened for a limited period of time (day, week, month) in order to increase sales and attract new customers. The opening and closing dates are announced in advance and are usually timed to coincide with a significant event. it could be the launch of an experimental collection or a brand anniversary. The term is derived from the English "pop-up" ("suddenly appear") and "store". As a rule, when talking about pop-up stores, first of all we mean stores in the fashion format – fashion clothing, jewelry, cosmetics. Is this format possible in food retail-when selling food and ready-made food?
Let's understand the terms
When selling clothing, cosmetics or jewelry, a pop-up is often called a certain exhibition (presentation). When a clothing or cosmetics store, for example, in a shopping mall or on the street where visitors gather or move, exposes a stage with mannequins in clothes from a new collection and price tags, conducts some promotion events, such as free workshops for makeup artists, stylists, etc. These sites are not strictly pop-up stores, because everything that you were shown there on the spot you can not buy. And you will be offered to go to a permanent store for this. So in this case, we are dealing with a kind of performance, a marketing event to attract attention to the product and increase sales.
The situation is different in cases when you can buy something that you like right on the site – in this case, we will really deal with what is called a pop-up store in business, and the law calls non-stationary trade.
The concept of non-stationary trade is not new for Russia, and it appeared, first of all, just in relation to the food trade. When food kiosks on wheels began to appear, installed on the most "passable" streets of the metropolis, driven to fairs or used for delivery and trade of products in remote regions, as well as carts with ice cream, drinks, boiled corn, cotton candy, and other things that can be bought on the beach in the heat, in the city during the holiday, etc. This also includes cars with coffee, which appeared relatively recently, along with the trend for coffee consumption, as we once wrote.
What is the difference between a pop-up grocery store and a regular non-stationary store?
The main task of pop-up in food retail (however, as well as in fashion retail) is to influence, activate the emotional reaction and thus stimulate the purchase. That is why any pop-up store differs from the usual non-stationary trade in products or ready-made dishes in the way the product is served and presented - it can be thematic, for example coffee2, as in Monster COFFEE ) a range of products, original packaging or serving, for example, in special cups or in the form of a smoothie, unusual acting or musical accompaniment, a master class from the chef, etc. Remember how to sell Thai fruit ice cream - this is a classic pop-up format, when the cooking process itself becomes a mini-presentation not only for the buyer, but also for others, thus stimulating them to buy.
With the development of society, improving the availability of products and their diversity, the development of marketing and advertising, as well as increased competition, the emphasis has shifted. If previously there was just a need in a certain place for a certain time to ensure the availability of products for customers, now this is not enough, and to sell, you need to stand out, attract attention, ignite a jaded buyer. Therefore, a pop-up store in food retail (as in fashion retail) is not only possible but even necessary. This is the next stage in the development of non-stationary trade, dictated by the requirements of the time.