Why are brands increasingly turning to pop-up experiences?
Pop-up experiences have become a major trend in retail in recent years, with brands embracing this trend for a wide range of reasons. These include increasing brand engagement through creative activations, testing a new market or location, and attracting customers who would be difficult to reach online. As market leaders in pop-up retail, we actively seek out and welcome emerging brands into pop-up spaces across our portfolio. We diligently work with each brand to foster success, often helping to transition them to a more permanent location.
What makes a good pop-up?
Today’s consumers are constantly connected, and they desire experiences that are convenient and tailored to their needs. With this in mind, brands are learning to curate their offers accordingly. Consistent branding and messaging between a brand’s physical and online stores are also important, allowing consumers to transition between the two seamlessly. A good pop-up should offer something that cannot be achieved online: experience. A successful pop-up will effortlessly draw customers to interact with the brand, offering them an engaging and multisensory experience.
When is the best time to do a pop-up? How long do they usually run for?
Pop-ups are beneficial at any time of the year. They can be used to launch new products, to move past season’s stock for sale events, or to launch a new product line for market testing. Pop-ups are also a great amplification tool for marketing and PR, helping to create buzz that then feeds into increased traffic to a brand’s website or online store. Pop-ups can also be used as a space to host events, product demonstrations and workshops.
Pop-up spaces can be activated for as little as one day. More commonly, they will run for anywhere from three to six months. We recommend brands run their spaces for a minimum of three months as it results in excellent exposure and allows time to establish a strong customer base. Activations of three months or more also see repeat visitation and typically result in an uplift in online orders within the trade area of the physical store.
How soon can I launch my pop-up? Can I get help with design and delivery? What about furniture?
Spaces can be booked up to six months in advance. Depending on your needs, pop-up spaces can be turned around in as little as one day if the requisite space and furniture are available. On average, turnaround time is five business days. Ideally, we recommend bumping in on a Monday morning to allow adequate time to set up and have everything ready ahead of the busier end-of-week trade.
We provide a range of services to help you get up and running as soon as possible. For a quick turnaround of your design and delivery needs, we will provide a Scope of Works checklist that will help you identify the level of works required. This will also give you an understanding of the potential cost and time associated with bringing your pop-up to life.
Depending on the size and location of your chosen space, existing furniture and fixtures may already be in place. We also have a collection of retail display furniture available for loan.
What are some of the popular categories doing pop-ups?
In recent times, the automotive industry has begun to integrate pop-ups into their strategy. Great benefit comes from the guaranteed footfall found in shopping centres, while customers appreciate being able to interact with car brands in a more informal setting. The welcoming environment allows customers to discover and engage with new products in a casual way, devoid of any sense of being ‘locked in’. Other categories that have found pop-up spaces beneficial include confectionery, beauty, recreational sports, homewares, apparel, fashion, toys, children’s entertainment, giftware brands and more.
What are the costs involved?
Depending on your needs (size, location, length of tenure and fitout requirements), we can find a cost-effective space to suit your budget.
Why are pop-ups important for online merchants?
An increasing number of brands are using pop-ups to generate brand awareness by encouraging customers to interact with their brand, product or launch. These temporary brand activations are a great way to solve some of the most common challenges faced by online retailers, such as the hefty price of engaging customers online and distribution impacts.
Pop-ups also facilitate purchase fulfilment, offering customers the instant gratification they seek, and also allow brands to continue selling until the last-minute during sales and key trade times such as Christmas, Mother’s Day and Father’s Day – an opportunity not possible online.
Many retailers are now integrating pop-ups into their strategic plans as a way to optimise sales and revenue throughout the year, and by providing interactive structures and unique experiences which compel consumers to share via social media, businesses can amplify brand awareness even further.
Do I need insurance?
Yes, all pop-up tenants require insurance and you will not be permitted to access to the site without proof of a valid insurance policy. All tenants must provide a copy of their own public liability insurance policy (for at least $20m) prior to the commencement of trade.
What am I permitted to do in the space?
Your licence agreement will include details on ‘permitted usage.’ All tenants must submit details outlining how they intend to use the space so this can be documented in the licence agreement. Any changes to your agreement’s permitted usage will require approval from QICGRE.
Get in touch with our pop-up team
Contact a pop-up retail specialist today to get started
or discuss other activation opportunities for your brand.