Pop USore Case Study

1019 Words 5 Pages
In order to successfully revitalize the UK high street, Pop Up stores need to fulfill the needs of the consumer. Gordan defines Pop Up stores as “a marketing environment which is highly experiential, focused on promoting a brand or product line, available for a short time period, and generally in smaller venues that foster more face-to-face dialogue with brand representatives” (Gordon, 2004). Recognizing the importance of experiential marketing techniques used in Pop Up stores gives the brand the ability to draw the consumer into their store, keep them in their store and hopefully create a loyal relationship with the brand. In this essay the importance of understanding the critical nature of in-store ambience of Pop Up stores in regards to …show more content…
According to Varely and Rafiq (2014), it is necessary for retailers to be aware of consumer behaviour and motivation while shopping as soley focusing on the product is not enough anymore. Consumer behaviour and motivation can be defined as "the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs or desires" (Solomon, 2013, p. 3). Positive consumer behaviour and motivation will be what drives the increase in footfall and therefore the revitalization of the high street. Consumer motivations such as personal stimulation, social experiences, learning, diversion and exercise, analysed by Varely and Rafiq (2014) are ones which drive the increasing popularity for pop up stores. These consumer motivations desire experiences which differ from those they can get in their everyday life. While the decrease in footfall of the high street was to blame from the economic crisis, the high street was still struggling with the lack of consumer experiences. Adding Pop Up stores to the high street will increase the necessary environmental stimuli needed in a retail space according to to attract consumers to visit the store and spend money. Environment stimuli includes retail exterior and interoir aspects which will provide the consumers with feelings of pleasure …show more content…
The 2008 economic crisis left consumers confidence at -35.5 according to The Local Data Company (2015), forcing consumers to shop with consideration and differentiate between needs and wants. With the experiential aspects of Pop Up stores, consumer confidence has gone up to +5 according to The Local Data Company (2015) with the consumers spending an average of £123.50 at Pop Up stores over the past twelve months, an £8.20 increase from 2014 to 2015. This can be due to the success of Pop Up stores unique experiential marketing. As discussed in previously, consumer motivation is not only derived from product, but experiential marketing. Experiential marketing follows the idea of involving the five senses when creating a retail space, importantly involving brand 'experts ' according to Kim (2009). Pop up stores are expected to provide an experience full of knowledge and exciting new products or

Related Documents