Etailers are spreading their offline presence through pop-up stores

We have already established the fact that omni-channel is the emerging reality of today’s retail sector. It’s not just retailers who are placing their bets on omni channel, but Indian customers too prefer that route. But what about small online sellers, independent labels and new designers that don’t have the resources (or interest) to rent/own a sprawling physical store like established brands? For them, pop-up stores come to their rescue.

Pop-up retail is enabling etailers to interact with consumers, build trust and create brand value while increasing visibility.

What are pop-up shops?

Small, temporary (from one day to few months) retail outlets are called pop-up stores. Private labels and small sellers who don’t or can’t open a traditional brick-and-mortar/big-box store yet want an offline presence opt for this. Generally one would see many such tiny outlets popping up during holidays, festivals and special event seasons. Desired locations are malls, busy shopping areas/streets and retail outlets that gets high footfall.

Tejinder Singh, COO of Creyate who swears by this trend says, “You can pop up out of anywhere, fold up and then go to the next location. We’ve sold a suit worth Rs 80,000 through a home visit booked at our pop-up in Elante Mall (in Chandigarh).”

While speaking about the need for pop-up retail, Tanvi Malik, co-founder of online fashion brand – FabAlley said, “We are not at premium malls just to be there, it is to get noticed. This is where our primary target shops. I can zoom in as much as I want, but I will never know what the product is like until I see it in my hand.”

Other etailers such as Freecultr and Pepperfry have also benefitted from setting up such shops.

Key Benefits

• Increased sales as you get access to a large platform like a mall where hordes of shoppers come daily

• Brand awareness and visibility

• Requires less capital as compared to investing in a brick-and-mortar store or blowing on less effective marketing activities

• Offer touch-and- feel experience to customers and build their confidence in your brand

• Connect with buyers and direct traffic to online store

• Great medium to launch new product line & test new markets and gauge customer’s reaction

• Helps to move stock

Retail space owners too like the concept of leasing out spots to pop-up stores as opposed to entering in a long-term agreement with brands as it offers them freedom to terminate it if the deal doesn’t pan out as planned. With the festival season coming up, it might not be a bad idea to scout a possible location for your pop-up store.