Yesterday there was a stubble here - today almost San Francisco. Or at least Budapest. People were running, lovers were walking, dogs were swearing. But something was missing. This and it is - a big box for Adidas shoes... And in front of it an equally large crowd of people. If we want to feel like Thumbelina, we look inside and the store appears to our eyes. Not a single tin greengrocer dressed in a three-strip mock-up. Not a stall there, just a real shoe space. And it is immediately clear that Adidas is promoting this time the Stan Smith Collection shoe series.
Trading Harlem Globetrotters
There is a pop-up store. There was nothing, and there is more than something. So what, actually? As the name suggests — a store that suddenly appears and disappears just as suddenly after a certain period of time. And what happens in the meantime? It attracts huge attention from everyone who sees and hears about it - not only because it is a limited edition, but also because there is a lot going on around it - it is not every day that you look at an Adidas shoebox the size of a house.
Pop-up stories are there to attract crowds, which is why they always appear in the most crowded places. Then our brand is like the last drop of ketchup on a fire with sausage. Or at least it should be. Therefore, if we are launching a new product, a new brand, or simply changing the packaging, this is the best way to check if such a trick will be successful in a given location.
Mercedes food track
A pop-up store can also act as an image and be connected in a more subtle way with the main association with the brand. Like the Mercedes Station, which stood in Warsaw's Powiśl, where models of cars are actually “on the occasion” of other attractions — cafes, openings, concerts, a driving simulator, or tests of an electronic bike. So we created a pleasant place for the whole family, signed with the logo of the German manufacturer - a station where you can refuel positive impressions, all within the framework of the strategy “Mercedes 2020 - Best Customer Experience”.
Pop-up store in E-commerce
The Mercedes strategy is also a great direction for online stores. You can also get to know each other very well through the network, but nevertheless, a live meeting is a different pair of rubber boots, in addition in this case even a little more comfortable and waterproof - because not only do we extend contact with customers by another channel, but its temporary launch is inexpensive enough that we can calmly focus on checking whether it pays off. And by lifting the fox mask of customer experience a little and looking towards profit, such a pop-up store — due to its uniqueness — also explains the slightly higher, exceptional prices that appear in it.
