They spring up and disappear in the blink of an eye, but leave a lasting impression. Shinjini Ganguli explores the intriguing world of pop-up stores.
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| • Nokia India opened a temporary store at the Forum Mall in Bengaluru to showcase its navigation software Ovi maps on Symbian phones. |
| • Singapore Airlines set up a 400-square-foot facility, complete with mock-up seats, in-flight amenities and cutlery to announce the launch of its enhanced economy and business class seats in select malls for a few days. |
| • A French-Canadian duo started Umami, a vegetarian weekly supper club, on a friend's terrace in Bandra’s sleepy Chuim Village in Mumbai. |
Pop-up retailing is grabbing attention. Cash in!
The concept
A store or a service 'pops up' at an interesting location or for a limited time. The keywords are 'eye-catching' and 'temporary.' You tantalize the customers’ curiosity, offer them just a few hours or days to hurry-up-and-shop, and then poof! You scuttle out of sight.
In this age of impatience, the idea makes a lot of marketing and promotion sense.
Mind you, the West has already had a passionate affair with pop-ups and the fire is sort of dimming down. But in India, we’re only now beginning to flirt with the concept, so the excitement levels are at peak. Take advantage!
Buzz on a Budget
Let’s say you have a new product, or an old one that is screaming for some attention. What would you rather do? Spend hundreds of thousands on a 15-second TV commercial? Or set up a smart stall for one-third the price, make sure it gets talked about and covered by all those TV channels—for free?!
Let’s check with Yamini Namjoshi, Brand Manager, Bandit Queen, an uber-luxe home decor, on what she chose to do. "We wanted to showcase our glow-in-the-dark linen, so we set up a pop-up in an abandoned Mumbai mill." The idea was an instant hit!
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| Designer Shyamal |
Time it Right
Although ShivanNarresh saw an excellent response to their pop-up, in hindsight they realized they could have timed it better. “The month was May, and a large number of our prospective clients had already left the city for their annual vacation. Considering that our products are tailored especially for that target group, March would have been the ideal month to set up our pop-up,” says Narresh.
Bandit Queen, on the other hand, got the timing absolutely perfect. “It was Diwali, a season when everyone is looking to buy or gift something special,” says Yamini Namjoshi. Her tip: think of a pop-up store as an opportunity to expand the scope of your brand, while keeping the base unchanged. You could go playful or edgy, depending on what you want the temporary store to do for you.” Reflecting on the idea and why it worked so well for her brand, Yamini adds, “It is human nature to lust after something ephemeral, which they cannot take for granted. Which is why pop-ups work so beautifully well.” We agree.
Look Where They Popped Up
• Target, American affordable-chic giant, set up a floating store in the middle of The Hudson River
• In London, a touring store popped up in the form of the London Fashion Bus, showcasing the work of more than 40 contemporary designers
• Misha Nicole set up a 5-hour pop-up store, showcasing India’s hottest fashion designers, in the Library Bar at Paramount Hotel in New York City
• In London’s Southbank Centre, Dishoom Chowpatty Beach sprang up to sell Mumbai street snacks
Pop-Ups Are Up Close and Personal
Exclusively. In, a members only e-commerce website on Indian fashion, jewellery and home decor, opened a pop-up shop in Manhattan for three days, allowing its members an opportunity to buy their favorite Indian fashion and accessories at their New York showroom.
Nirbhika Moorjani, Head of North America for Exclusively.In, says, “The pop-up shop gave us a chance to let our members touch and feel our merchandise.” A great way to invite people to buy.
Narresh Kukreja of a swimwear brand, ShrivanNarresh, says, “No swimwear brand provides customization of swimwear. To us, a pop-up store was a way to extend that service to our customers.”
ShrivanNarresh recently displayed their exquisite collection to members-by-invitation only in a one-day pop-up store in a Mumbai residence. This allowed the brand to make direct contact with customers, get feedback, and give them a chance to get a hands-on feel of the products.
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