With news at the end of last week that eBay is to open its first UK pop up shop in London in time for Christmas, I was prompted to write this post having often wondered to myself whilst shopping on the high street, why there aren’t more pop up shops around.
In its simplest form, a pop up shop is a temporary retail outlet – it pops up, then disappears again. It might be a clothes store sample sale, a gallery or a cocktail bar. It’s a way of generating additional interest in a brand, event or service at a key buying time and is especially useful to seasonal businesses. Disney opened a store for Tron surrounding the movie launch selling futuristic metallic clothing and accessories for example.
In October, Debenham’s went one step further with virtual pop up shops springing up around famous UK landmarks including Trafalgar Square. Shoppers armed with iPhones or iPad 2′s could scan the area for ten party dresses, try them on virtually and upload the images to Twitter and Facebook for a second opinion. Please don’t ask me too many questions – this is too complicated right?! It’s classed as augmented reality I think but don’t quote me.
Back to eBay; not only will you be able to browse in a bricks and mortar shop, you’ll be able to purchase items exclusively using QR codes. This is the first retail use of the smart phone tool and could pave the way for further uptake. Shoppers scan the code to be taken to the item in eBay and then pay online t0 have the item delivered directly to their door.
So why aren’t more people investigating opportunities with pop up shops? And why aren’t councils and local authorities promoting their use to fill our many empty retail units? I can’t profess to know the ins and outs of setting something like this up - insurance, health and safety and so on, but surely bringing more life and soul to the high street has got to be a good step towards getting Britain spending again?
For big brands they are a great way to provide an experiential shopping experience and for smaller businesses a step in the right direction and that first taste of the retail world. It’s an opportunity to be creative and stand out, attract customers in new ways. To me, it’s really exciting. I want one!
The Plan B advert for Bulmers had a pop up vibe as people gave out tickets for a concert not eluding to who was performing. Those that took up the offer were overwhelmed to find that the act was Plan B!
I wonder what Mary Portas thinks of pop up shops? In 2010 she launched the first charity pop up shop in Westfield but then last month suggested that the number of charity shops on the high street be capped.
Off to tell at least three people that they need pop up shops on their 2012 to do lists…
