Annalect’s recent proprietary consumer research pulse, “Adding a New ‘Pop’ to Shopping”, explores consumers’ attitudes and behaviors surrounding a relatively new concept in retail and marketing, Pop-up shops. The concept is based upon setting up a temporary retail space that “pops-up” one day and disappears anywhere from one day to several weeks later. Pop-up shops span a variety of product and service categories, and provide a fresh consumer experience ranging from sample sales to rolling out new product lines, offering limited edition products, seasonal items, etc.
From a brand perspective, the concept is successfully based upon creativity and freedom to interact and engage with consumers in a more personal manner. They can also be used in a purely tactical way to test products, locations or markets as a low cost entry to business.We wanted to understand this concept from a consumer’s perspective.
The questions we addressed in the study include:
- What is consumer awareness by product/service and how are pop-ups perceived?
- How do consumers discover pop-up shops?
- What are their motivations/barriers to shopping pop-up?
- How do pop-up shops stack up against more traditional methods for shopping (i.e., online and in-store)?
We also reviewed several case studies of OMG clients’ “pop-up” work and some innovative new approaches to other forms of augmented reality shopping that Outdoor Media Group has developed.
The results of our study recognize the opportunity for brand discovery and the value offered across various product/brand life cycles. However, from a consumer perspective, reluctance remains; consumers identify more greatly with the barriers to shopping Pop-Ups. While we don’t expect Pop-Ups to replace the more traditional methods of shopping, the power of the Pop-Up can be harnessed to complement more established retail methods, ecommerce and brick and mortar to keep your consumers engaged.
For any questions regarding this study, please contact the Annalect Primary Research team.
Annalect Primary Research
Annalect’s Primary Research & Insights group has extensive experience conducting customized quantitative and qualitative primary research for clients and proprietary agency studies focused on creating a competitive advantage for our clients.