by Nancy Casey, VP Retail Solution Management, SAP
Here today, gone tomorrow – pop-up shops are everywhere you look this holiday season. Just like the plastic pop-up timer on my Butterball turkey, when I spot the season’s first pop-up store, I think to myself, “Yes! I am full-swing into the holiday shopping season.”
These temporary, attention-grabbing stores,carts and kiosks speak directly to our impulsive nature – and come to the rescue of last-minute shoppers like me. Two of my all-time favorites are the Adidas shoebox pop-up, and Target’s holiday boat pop-up store that was anchored off a pier in NYC. I also love the cool, fashion pop-up shops which have come up in NYC such as Zady and Bauble Bar.
Retailers like these intimate spaces because they’re a great way to connect with customers and generate buzz about new products. Not only that, with limited overhead, start-up costs are about 80 percent less than for a traditional retail store.
And then there’s the coolness factor. From a consumer perspective, a gift purchased from a pop-up seems way more hip and special. Maybe it’s because trendy items, new gadgets and special-edition products are usually launched at pop-ups.
I’m convinced that pop-ups activate some primitive part of our brain. When you spot one, you automatically think: Limited time? One of a kind? I better buy now because I can’t get this stuff anywhere else. I think that, and I’m in the retail business!
Turns out most shoppers today don’t have my impulse-control issues, though. Research by the National Retail Federation (NRF) shows that 2013 holiday shoppers are starting earlier and being more disciplined in their buying – trying to space out the financial burden of their purchases.
Not me. I enjoy the jolly jostling and adrenaline rush of Christmas Eve shopping. (That’s my story, and I’m sticking to it.)
The same NRF research predicts less self-gifting this year. Again, that’s not me. I’m originally from New York and love to shop 24×7! Buy for everyone I know and for myself! Win/win.
I do have some shopping resolutions this holiday – even though most people prefer gift cards and new apps, I am determined to buy some cool new items for my family. Like a bright purple jewel iPhone case for my daughter, or a unique NYC souvenir with lots of bling! I’m pretty sure I will find this at a pop-up shop.
If you’d like to see this shopping experience in action, don’t miss the National Retail Federation’s 2014 Convention and Expo, January 12 – 15 in New York. Register now!
Image credit: blog.thestorefront.com
This post originally appeared on Business Innovation
- SAP Managed Tags: