Showrooming: retail showboating accentuated through the pop-up shop sensation

BLANDFORD FORUM, U.K. - Oct. 8, 2015 - PRLog -- A recent financial statistic proved that the simple pop-up shop is now big business. In fact it is estimated that in the future one-third of the High Street will be apportioned to this model which is currently said to be worth £2.3bn to the UK economy.

Born out of the recession whereby anyone who wanted to embark on their own retailing business, started small and short-term to test the waters. Today it is a changing face whereby in some cases these pop-up shops have developed in to a full-blown customer-focused concept.

Many a surfers shop has evolved from selling boards and equipment, chatting over coffee, flicking through magazines, and creating a community. On the back of the shop, so adjoins the café, meeting at the shoreline and with that the idea grows and a whole casual customer experience makes selling to ‘your friends’ easy.

A well-recognised and prime example of this is Rapha, initially founded online selling luxury cycling clothing and kit. Rapha stepped up its retail experience a notch when it revealed its first physical pop-up style of store in London. Again the focus went from more than just the products on sale. Employing advocates of the sport itself, cyclists began to unite and use the location as a meeting place to start cycle rides from. Only to return back for specialist sporting refreshments whilst viewing the latest televised cycling event on in-cafe screens whilst lounging on ‘home-from-home’ settees.

Rapha now has extended its remit throughout the world and likes to think of these stores as more “brand ambassadors” than shops, familiarly calling them ‘cycle clubs’. Retail researchers have coined the phrase “showrooming” recognising that these types of stores are “useful additional ways of marketing”. That might be a slightly cynical view, but however you read it, the idea appears to be working, a growing sensation mainly on condition of the personal ambiance and sense of belonging it accomplishes, which in marketing terms, builds brand loyalty.

For the successful, this is a great way to showcase and attempt to enter the world of the High Street store. All the renowned department stores such as Harrods, Selfridges and so forth have jumped on quality, clever pop-ups. They can add a freshness and modern twist to their store and overall brand too, sparking a sudden interest and creating a buzz, while adding footfall around the entire store.

In turn, big brands are now trying to cash in on the pop-up initiative, allowing them to spread their wings in various areas without the huge overheads and marketing spend.

In a time of ever-growing choice, a changing shopping society this is wonderful way to extend brand communications and create awareness. The pop-up itself offers a unique way to interact with customers whilst informing potential customers about their specialist products.

As the prediction dictates and the idea flourishes, we can probably expect more pop-up’s to pop-up far and wide while establishing itself as the ‘shopping’ norm.

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