{"id":19088,"date":"2019-06-12T12:41:49","date_gmt":"2019-06-12T12:41:49","guid":{"rendered":"https:\/\/www.thestorefront.com\/mag\/?page_id=19088"},"modified":"2026-01-29T23:53:41","modified_gmt":"2026-01-29T23:53:41","slug":"le-retail-renait-grace-au-pop-up-store","status":"publish","type":"page","link":"https:\/\/www.thestorefront.com\/fr\/go\/presse\/le-retail-renait-grace-au-pop-up-store\/","title":{"rendered":"Cette nouvelle \u00e9tude de march\u00e9 d\u00e9montre que le retail rena\u00eet gr\u00e2ce au pop-up store."},"content":{"rendered":"\n
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Press Release
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Mardi 4 juin 2019<\/h3><\/div><\/div><\/div>\n<\/div><\/div>\n<\/div><\/div><\/div>\n\n\n\n
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Cette nouvelle \u00e9tude de march\u00e9 d\u00e9montre que le retail rena\u00eet gr\u00e2ce au pop-up store.<\/h3>\n\n\n\n

Selon l\u2019Universit\u00e9 de Caroline du Sud, les boutiques \u00e9ph\u00e9m\u00e8res sont de plus en plus utilis\u00e9es car elles permettent aux marques d\u2019asseoir leur notori\u00e9t\u00e9 mais aussi de d\u00e9velopper la relation client\u00e8le et l\u2019engouement des consommateurs envers une marque.  <\/strong><\/em><\/h4>\n\n\n\n

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Columbia, SC\u2014 5 Juin 2019<\/em><\/strong> \u2014 <\/em><\/strong>Une enqu\u00eate r\u00e9cente conduite par le d\u00e9partement du Retail de l\u2019Universit\u00e9 de Caroline du Sud et Space to Pop, marketplace leader dans la location \u00e9ph\u00e9m\u00e8re d\u2019espaces commerciaux, a r\u00e9unit l\u2019avis de plus de 600 entreprises retail. Les r\u00e9sultats ont permit de d\u00e9montrer que le concept des pop-up stores ou location \u00e0 court terme est devenu une strat\u00e9gie importante dans la promotion d\u2019une marque et dans la vente de produits et services. Cela permet \u00e9galement de construire une relation \u00e0 long terme avec leur client. Plus de 80% des participants ayant d\u00e9j\u00e0 fait au moins un pop-up store ont d\u00e9clar\u00e9 avoir connu un vrai succ\u00e8s et 58% d\u2019entre eux veulent en faire un nouveau.<\/p>\n\n\n\n

L\u2019enqu\u00eate a \u00e9galement r\u00e9v\u00e9l\u00e9 que la plupart des e-commer\u00e7ants, commer\u00e7ants et autres retailers ne lan\u00e7aient pas n\u00e9cessairement un pop-up store pour augmenter leurs ventes. Les retailers souhaitent plut\u00f4t se rapprocher de leur client\u00e8le et rencontrer un public nouveau, augmenter leur notori\u00e9t\u00e9 ou faire d\u00e9couvrir un nouveau produit ou service.<\/p>\n\n\n\n

Pour autant, m\u00eame si l\u2019augmentation des ventes n\u2019est pas le motif n\u00b01 pour ouvrir un pop-up store, cela reste un \u00e9l\u00e9ment cl\u00e9 juste apr\u00e8s l\u2019envie de  \u201cgagner en visibilit\u00e9 sur son march\u00e9\u201d qui a \u00e9t\u00e9 cit\u00e9 par la moiti\u00e9 des participants. De plus, l\u2019engagement sur les r\u00e9seaux sociaux, l\u2019augmentation du trafic web et les retomb\u00e9es presse sont des \u00e9l\u00e9ments qui incitent \u00e0 l\u2019ouverture d\u2019un pop-up store et confirme le succ\u00e8s de celui-ci.<\/p>\n\n\n\n

\u201cNotre enqu\u00eate a r\u00e9v\u00e9l\u00e9 que les marques utilisent, la plupart du temps, les pop-ups stores pour interagir avec leur client\u00e8le et augmenter leur notori\u00e9t\u00e9 d\u2019une mani\u00e8re impossible via d\u2019autres canaux. La renaissance du retail repose enti\u00e8rement sur l’exp\u00e9rience client \u201d, a d\u00e9clar\u00e9 Mark Rosenbaum, chercheur principal, Directeur et professeur du d\u00e9partement retail de l’Universit\u00e9 de Caroline du Sud. \u00abLes pop-ups ne sont plus utilis\u00e9s seulement pour des promotions ponctuelles, des ventes priv\u00e9es ou pour vendre un surplus de stock; il s’agit de cr\u00e9er des communaut\u00e9s de clients, un buzz instantan\u00e9 et mesurable mais aussi des exp\u00e9riences personnalis\u00e9es n\u00e9cessitant une pr\u00e9sence physique. \u00ab\u00a0<\/p>\n\n\n\n

Plus de flexibilit\u00e9 et moins de risque<\/strong><\/p>\n\n\n\n

Karen Edwards, avocate, professeur dans le retail et co-chercheuse de l’\u00e9tude estime que les pop-up stores permettent aux retailers d\u2019avoir une plus grande flexibilit\u00e9 et de prendre moins de risques que de se lancer dans un bail commercial \u00e0 long terme. Karen Edwards d\u00e9clare: \u201cLes mod\u00e8les \u00e9ph\u00e9m\u00e8res permettent \u00e9galement aux retailers d\u2019essayer la vente dans un magasin physique sans avoir \u00e0 s\u2019engager de mani\u00e8re excessive dans un chiffre d\u2019affaires \u00e0 produire ou avoir un stock imposant. Le rapport co\u00fbts-avantages d\u2019un pop-up store est important et b\u00e9n\u00e9ficie \u00e9galement \u00e0 toutes marques e-commerce (DNVB).\u201d<\/p>\n\n\n\n

\u00abL\u2019enqu\u00eate renforce les dires que nous entendons chaque jour via nos clients : les pop-ups offrent aux marques un moyen flexible de dialoguer avec la client\u00e8le de mani\u00e8re cr\u00e9ative tout en augmentant leur notori\u00e9t\u00e9\u00bb, a d\u00e9clar\u00e9 Stephanie, Kidder, CMO chez Space to Pop.<\/p>\n\n\n\n

Les r\u00e9sultats complets de l\u2019enqu\u00eate se trouvent ici<\/a>.<\/p>\n\n\n\n

Pour plus d\u2019informations :<\/strong><\/p>\n\n\n\n

Nicholas Moore<\/p>\n\n\n\n

Responsable marketing, Space to Pop<\/p>\n\n\n\n

nmoore@thestorefront.com<\/a><\/p>\n<\/div><\/div>\n<\/div><\/div>\n<\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":55,"featured_media":0,"parent":11665,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-19088","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/fr\/mag\/wp-json\/wp\/v2\/pages\/19088","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thestorefront.com\/fr\/mag\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.thestorefront.com\/fr\/mag\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/fr\/mag\/wp-json\/wp\/v2\/users\/55"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/fr\/mag\/wp-json\/wp\/v2\/comments?post=19088"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/fr\/mag\/wp-json\/wp\/v2\/pages\/19088\/revisions"}],"up":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/fr\/mag\/wp-json\/wp\/v2\/pages\/11665"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/fr\/mag\/wp-json\/wp\/v2\/media?parent=19088"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}