Pop-up shops have taken the retail and e-commerce industry by storm. What was once considered a passing trend has now become a mainstay among brands big and small. Pop-ups enable brands to test new markets, products, locations and more.
Enter: Amazon. The company has seized the temporary retail opportunity, now listing pop-up retail associates on their site, signifying an investment in an Amazon pop-up takeover.
One commonality among Amazon’s various pop-ups is that many are done in partnership. The Amazon Smart Home Experience is in Kohl’s stores across the country, and it opened several pop-ups in recently acquired Whole Foods stores.
Plus, Calvin Klein and Amazon partnered on an exclusive line available online — complemented by in-person holiday pop-up experiences.
Opening pop-ups in collaboration with other brands has a number of benefits, and Amazon tapped into them. Through these partnerships, Amazon:
- Reached new audiences
- Learned from partners’ established brick-and-mortar success
- Used spaces that were already functional
Popping Up for the Season
Seasonality is a consideration that many brands can use to their advantage. In anticipation of the surge in holiday sales, for example, Amazon opened up many pop-up shops nationwide. But they went a layer deeper and thought about who the holiday shoppers are, where they do their shopping, and what conveniences they want.
Additionally, Amazon knows that its shoppers likes good deals. They had pop-up shops that didn’t list prices next to products, because they guaranteed shoppers to match the best possible online price for each product.
An Omnichannel Approach
Amazon also considers each channel’s role in selling, and how product availability affects the customer experience. For example, the Calvin Klein line was introduced exclusively at pop-ups, but the line is also available on Amazon.com — and nowhere else. Amazon has brought that in-person exclusivity online, too.
The scanners at Amazon pop-ups also help customers understand where they can get the product, whether it’s in stock at the pop-up, available online or both.
Amazon’s omnichannel approach also engages all the senses, including taste: It opened a swanky pop-up bar in Tokyo: Amazon Bar.
As Amazon continues to expand its pop-up efforts, it will be interesting to see how the ecommerce giant impacts temporary retail.