Pop Up Stores and Concessions
Pop Up Perfection!
Pop up stores and concessions engage passing consumers to find out more about their goods and products. In the run up to Christmas with increased footfall and the potential for more sales we look at what retailers are doing to make their Pop Up or concession stand out from the crowd.
In a retail environment stores are fighting with one another for footfall, as more consumers entering means potentially a higher turnover. This is true of a normal store but concessions and pop up stores have to work even harder to get consumers to divert their path and enter their zone.
Concessions and pop up stores normally don’t have walls or partitions to pre define their space so store designers need to be extra creative to help define the area and bring the brand personality to life.
Christmas is a time when we see more concessions and pop up stores emerge as retailers want to cash in on the extra footfall
series of slim‐line display stands, decorated with gold baubles and presenting products within a glass case, helping to create the sense of a present waiting to be opened. Creating a successful concession stand for the festive months is more than just changing the visuals. The pricing strategy and product offering must also work together to drive sales in this retail period.” One of the benefits of a concession or pop up store to the retailer is that they are able to test the market in a particular area without having to go to the expense of opening a full store. However, due to the competition they do have to be cleverly designed to standout from
“Creating a successful concession stand for the festive months is more than just changing the visuals. The pricing strategy and product offering must also work together to drive sales in this retail period.”
Michael Sheridan, Founder and Chairman of Sheridan&Co. during the festive period.
Michael Sheridan, Chairman and Founder of Sheridan&Co believes that Christmas concessions and pop up stores need to focus their stock on gift orientated items such as fragrances, accessories and homeware. He commented “We recently completed a project for a Clarins concession in Selfridges that presented an altered offering of festive gift sets. The products are more suitable for Christmas presents, and this is accentuated by a
22 the crowd.
Tim Ellis, Business Development Manager at Momentum Instore said “Major brands have been setting up Pop Up shops in high traffic areas for some time but Christmas puts the pressure on as they need to do more to stand out in busy shopping malls. Models Own’s recent Pop Up designed to resemble a giant bottle of nail varnish is great example of how brands are achieving this stand out. As well as creating excitement to draw
www.a1retailmagazine.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84