By now you’ve heard of Pop-Up Stores (this is the Pop-Up Store post, after all), but there’s a new idea circulating the retail world called “Pop-in Shops.”
Pop-In Shop is a new term, but it’s not a new idea. Think store-within-a-store, or, at the highest level, renting retail space inside of an established retail store or boutique.
Nordstorm’s recently announced that they would host pop-in shops (pictured above) in eight of their department stores across the U.S., including downtown Seattle, San Francisco Centre, Santa Monica, Aventura, Tysons Corner Center, Michigan Avenue, Garden State Plaza, and Ala Moana Center.
Startup Fashion recently wrote a good article on how to take advantage of pop-in retail, but here are five main points to consider:
(1) New Foot Traffic. Shoppers visiting a Pop-In Shop will often times be new to the retail store, and might even be new to the brand that is popping in if you normally sell online.
(2) Old Foot Traffic. The retail store where the Pop-In is located will already have established foot traffic that will help fuel the Pop-In Shop.
(3) Shared Exposure. Both the retail store and Pop-In Shop will benefit from co-branding, duel promotions, and creating a new retail space with unique, differentiated events.
(4) Sell and Promote. Not only will a well-executed Pop-In Shop drive brand exposure and awareness, but, if done right, it will also lead to more sales offline and online. Make sure to always create a strong connection between your offline retail store and online e-commerce site.
(5) Target Distribution. Choose when and where you want to Pop-In. That could be at a boutique in a hipster neighborhood or a larger retail store in downtown. Or do both during a city-wide music festival that will flood the streets with your target customer.