5 Tips on How to Create a Successful Pop-In Shop

Even pet owners love brick-and-clicks e-commerce shopping. Pop-up and pop-in shops have become mainstream marketing tools across the retail spectrum as demonstrated by Pop-Up Artists e-pop-in campaign on behalf of Montana-based pet accessory company West Paw Design that was staged this holiday season at a handful of New York City Pet Central shops. Pop-Up Artists created window displays and placed product samples in "experience" locations for ordering online with the assistance of tablet-equipped sales staffers.

In this instance, West Paw Design received targeted brand exposure for its products, driving additional store traffic and specific customer inquiries about its products as recorded by retail staffers.

Emerging specialty brands, such as West Paw Design, are marketed across thousands of boutiques, with a couple pieces here and there. They also often have a fledging direct-to-consumer e-commerce business. Yet nowhere are customers able to experience the brand holistically and completely in a single location. Without that experience, the brand may not thrive.

Enter the e-pop-in. The brand gets full creative control of a presentation of product samples in a location frequented by solid traffic, along with an incentive for the customer to buy online. The best part — it's efficient and within budget for emerging brands.

Here are some tips for emerging specialty brands wishing to pop-in:

1. Think of service providers as the location to create the e-pop-in. They already have a relationship with the customer, yet aren't selling competing merchandise. For example, if you're a fashion orthodics brand, get your e-pop-in into podiatry offices. This is particularly suitable for Aetrex, which has developed a line of fashion orthodics footwear and can benefit by following the trail blazed by Vionic.

2. Think about strategic synergy. In other words, make sure the service provider's brand message is in sync with your own. For example, a line of activewear that can also be worn to the office is strategically aligned with a personal training regimen like Inform Fitness that's brief and efficient (covers all muscles intensely) and doesn't even require a shower.

3. Try to align your brand with a growing industry (e.g., wellness). This would include massage spas, personal trainers, fitness in general, acupuncture, yoga, meditation, nutrition, physical therapy and psychotherapy. The prevention rather than the treatment of disease is becoming increasingly mainstream.

4. Ensure that the service provider's customer profile matches yours. If your demographic, for example, is an over 50s wealthy client, be sure to partner with a service provider that has the same demographics.

5. Engage a partner whose key service is to create, produce, install and operate the displays, including refreshing them seasonally.

Designers and manufacturers of a wide range of specialty products can benefit from e-pop-in programs. We're currently exploring campaigns for brands in fashion, luxury plus-size apparel, active sportswear, wearable technology, fit bras, and more.

All these brands require greater market exposure, awareness and understanding than they traditionally receive at retail. Pop-ups and pop-ins are an efficient opportunity to experience the product.

Janet Valenza is president of Pop-Up Artists, a marketing agency for turnkey, short-term selling space. Janet can be reached at janetv@pop-upartists.com.