8 Examples Of Successful Virtual Pop-Up Shops
Last update: 15 March 2024 at 11:02 am
3.00/5Pop-up stores are shops that are intended to reach and engage customers through a creative experience. Building a pop-up shop is far less expensive than opening a physical store, and it may be used to test a new concept, generate excitement around a holiday, or just raise brand recognition.
Marketers devote a significant amount of work to defining abstract concepts. They’re in charge of translating brainstorming sessions and feedback from focus groups into ads that neatly, neatly, and most crucially, interestingly summarise a brand’s identity.
A virtual pop-up shop (or virtual pop-up store), may be the perfect answer for an online retailer wanting to develop a tangible connection with their consumers, a physical retailer looking to test an online presence, or just looking to create some excitement around your brand.
In this post, we discuss all pop-up shops and also see some great examples.
Key Takeaways
- Pop-Up Shop Basics: Pop-up shops are temporary retail spaces used to test new concepts or boost brand excitement.
- Physical vs. Virtual: Physical pop-ups offer unique experiences, while virtual pop-ups target specific online audiences.
- Examples: Successful virtual pop-ups include BarkShop Live, Glossier, Natori, and Kylie Cosmetics.
- Creating a Virtual Pop-Up: Publicise, plan setup, engage audience, and ensure products remain accessible post-event.
What Is A Pop-Up Shop?
Pop-up shops are retail establishments that are only open for a short period of time. They emerge for a brief period of time and then vanish, as the name implies (although some are so successful, they become permanent fixtures.)
While most people associate pop-up shops with actual businesses, internet pop-up shops are becoming increasingly popular.
Physical Pop-Up Shops
Physical pop-up shops are a great way for e-commerce businesses to try out a physical site before committing to a permanent presence.
Pop-up stores are a one-time commitment that allows companies to be flexible and focus on providing a one-of-a-kind experience. For example, to attract Christmas customers, a successful e-commerce business may open a physical pop-up shop from October to December.
Virtual Pop-Up Shops
Although virtual pop-up shops aren’t as well-known as their physical counterparts, they’re still a fantastic opportunity. These pop-up shops can take the shape of a website or even a live-streamed event on social media.
A virtual pop-upshop may help traditional brick-and-mortar businesses get their feet wet in e-commerce, but they’re also beneficial for current e-commerce firms.
Unlike your main website, which serves as a catch-all for a variety of individuals with a diverse selection of items, your virtual pop-up shop can be more targeted. This narrow emphasis allows you to appeal to a certain audience and provide a more limited selection of items. A clothes store with a well-known handbag brand, for example, may offer a virtual pop-up dedicated just to handbags.
8 Examples Of a Virtual Pop-Up Shop
Pop-up stores are a great idea for today’s fast-moving world. For you to get a better idea about pop-up shops, here are a few examples that will help you get a better idea.
1. BarkShop Live
BarkShop Live is a pop-up shop from BarkShop.com, an online subscription box, and a pet gift store. Visiting dogs wore tech-enabled vests that recorded their movements, and an app offered information on each pet’s preferred toys as well as instructions on how consumers could buy and mail goods straight to their homes.
By using the pop-up shop as a testing ground, BarkShop was able to gather a lot of information about its items. By using the experiential marketing trend, the event also functioned as research for potential growth into brick-and-mortar retail.
2. Glossier
Glossier is a popular cosmetics company that owes its success to exceptional content production.
The company began as a website named “Into the Gloss,” which aimed to enable users to become experts and share their favorite goods. Glossier continues to be guided by its fans and produces items that they want to see.
Glossier has amassed a large global following as a result of this emphasis, which has helped the company expand to a $1.2 billion valuation. Glossier’s Covent Garden pop-up shop in 2019 is a wonderful illustration of how successful pop-up shops can be, with Glossier deciding to make it a permanent fixture.
The store welcomed over 100,000 customers in only two and a half months, demonstrating the value of having a physical presence for a primarily online company.
3. Natori
Josie Natori, a fashion designer, marked her 40th birthday by launching her first ready-to-wear line in branded pop-ups around Bloomingdale’s.
The shops, which lasted a little over a month, offered “a special capsule collection that reflects the Natori lifestyle handcrafted in the Philippines.” It was an excellent move that allowed Natori to bring her products closer to her clients while retaining a sense of brand exclusivity, as the products are only available at Bloomingdale’s shops.
4. Kylie Cosmetics
Kylie Jenner has gone from reality television star to global business powerhouse in a matter of years. Her a worldwide cosmetics company, born out of a partnership with Seed Beauty, opened its first pop-up shop to engage with customers and learn more about them.
25,000 people visited the L.A. pop-up over the course of two weeks in search of the ideal pout. Kylie Cosmetics followed up with a pop-up during New York Fashion Week just two weeks later.
5. The Picture House
Birdseye capitalised on the Instagram food photography craze by opening a pop-up restaurant in London where diners could pay their bill with an Instagram post — all they had to do was take a photo of their meal and use the hashtag #BirdsEyeInspirations to pay their bill.
The event was a clever social media experiment that helped the frozen food company’s Inspirations line of products gain free publicity. The world’s first pay-by-picture pop-up was created by branding firm Slice.
6. Louis Vuitton X Supreme
With their relationship, which began with a pop-up tour, luxury label Louis Vuitton and cult streetwear brand Supreme rocked the fashion world.
Around 600 people queued for the grand launch of the mobile shop, and the cooperation won Louis Vuitton and Supreme second and third position in Google’s Top 10 Most Searched Fashion Brands of the Year, respectively.
7. Birchbox’s Tour
Pop-ups allow online businesses to showcase their products in person, connect with their customers directly, and take their brand to the next level. Birchbox, which provides curated beauty subscription boxes, embarked on a nationwide tour in 2015, opening temporary brick-and-mortar locations in a number of cities.
To attract beauty-lovers inside, they provided manicures and astrological readings in addition to selling beauty items.
8. Clarks
Clarks, the shoe company, has established its first pop-up store in North America in Toronto. The 1,000-square-foot store did an excellent job of showcasing Clarks’ greatest goods since it was filled with a curated selection from the brand’s autumn/winter collection.
The pop-up experience also included several components that conveyed Clarks’ story throughout time. There were copies of Clark’s advertisements from the 1900s on exhibit, as well as photographs of the company’s founders and early English factories.
How to Create a Virtual Pop-Up Shop
Rule Number 1.
You must publicise the event, select the day and time, and generate excitement.
Perhaps you could make an announcement on Instagram or send an email invitation to your followers. After you’ve notified your audience about the event, you may build up some enthusiasm by sending out reminders every couple of days.
Unlike a traditional pop-up shop, you’ll need to consider how to effectively showcase your items electronically. Setting up a background and establishing a setup with the items behind you is something that is encouraged. This way, you’ll be able to simply contact them if you need to discuss particular goods in further depth.
Take into account the audience’s journey. Consider the intro (virtual pop-ups are unusual, so let your audience know how they’ll operate) and how you’ll draw them in. After then, it’s time for the main event!
Give your brand some personality and allow your audience to get to know you. Be entertaining, but also let the audience know how they may participate, such as when to participate and when to sit back and observe. Demonstrate your knowledge and sell those items!
Finally, will there be a Q&A session after your sign-off, and how will you guide them to the items after that?
Because you’re hosting this event in conjunction with your online store and creating a temporary phygital experience, it’s critical that the items from the pop-up remain accessible and for sale afterwards. A separate Pop-Up page on your website or in your Linktree is a good idea. This way, instead of having to trawl through your entire website, your audience may go right to a product they’ve been eyeing.
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Pop-up stores aren’t a fleeting fad. They’re a tried-and-true retail concept that can boost brand exposure, customer connections, and sales.
However, in order to reap all of these benefits, you’ll need a strong strategy and the ability to put it into action in a way that genuinely “pops.”
Begin by creating a compelling vision for your shop, allocating the required resources, and finding a location that supports your goal. And, to make your efforts a success, advertise your shop to new and existing customers, and come up with creative methods to make their visit worthwhile.
