The 276: pop-up world {Volume 2 Edition 8}
Volume 2, edition 8
#TuesdayTrivia
How many sports are there in the winter Olympics?
Scroll to the end for the answer.
Unexpected Retail Pop-In Collabs
Paint Brand x Apparel Retailer
Earlier this month, DTC paint brand Backdrop announced its latest retailer partnership: a paint and paintwear collab with Madewell.
Founded in 2018, Backdrop paints are not found in traditional paint retailers like Home Depot or hardware stores. Instead, they sell their products online and in-store at apparel and lifestyle retailers like Urban Outfitters, Nordstrom and now, Madewell.
While three-quarters of Backdrop’s sales still come from their website, the collab pop-in model serves as a longer-term customer acquisition strategy. When customers are actually ready to paint, they’ll have been introduced to Backdrop on previous apparel shopping trips. For lifestyle retailers, meanwhile, Backdrop’s limited product range provides them with an entry point into the booming home improvement space.
#FunFact: About 80% of houses in the US are at least 20 years old, therefore they require home improvements and remodeling.
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Convenience is in the Eye of the Beholder
Convenience has become the main attraction of modern retail marketing. The problem is that while everybody talks about it, nobody bothers to define it. Too often we talk about convenience exclusively in branding terms — tying it to an undefined mixture of ease of purchase and speed of location, transaction, and delivery.
Kearney Consumer Institute recently polled consumers to see how they defined convenience, and here are some of their findings:
- 30% of respondents said they were willing go out of their way for food groceries.
- 50% of respondents prefer physical stores when shopping for their favorite clothing brands.
- 30% of respondents are willing to wait for an order of a specific furniture item if it’s more in line with their taste, rather than buying what’s in stock.
Overall, consumers are more than willing to go out of their way for their favorite products. The study concluded that consumers’ time can be considered as elastic when it comes to the concept of convenience and is reorganized around three principles:
- Access:Â Sellers have to have what consumers want and offered in a way they can get it.
- Interface:Â The simpler, more intuitive, and frictionless a seller can make a transaction, the better.
- Expectations:Â Offerings should be clearly differentiated and of high perceived value.
#SpacesWanted: Discover Your Next Tenant!
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Collingwood, Blue Mountain, Niagara Falls | Seeking kiosk or 2,000 sq. ft. of inline space for ponchos, shawls and other gift items.
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Toronto |Â Coffee company seeking 200-600 sq. ft. in the downtown core, financial district or along Queen St W.
- Toronto | Digital native women’s apparel brand is looking for a 1,500 sq. ft. location in tourist areas outside of the GTA, preferably storefront from April-September.
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Vancouver | Gift set company selling body products, candles, scents and home goods seeking 500-1,000 sq. ft. Malls and storefront spaces of interest.
The latest offering from pop-up go
The latest offering from pop-up go, projeX by pop-up go is a virtual pop-up marketplace and online shopping destination that connects consumers to a diverse variety of small businesses, boutiques, and local retailers, allowing them to discover high-quality, exclusive, and exciting finds. Brands can sell directly to consumers, create virtual pop-up stores, or host digital experiences – all in one place. It’s a great way to launch a new product, test a new concept, or build an online presence.
Interested in being one of the first brands on projeX? Apply now!
#ProQuote
“[The metaverse is the] ultimate omnichannel, because we’re not just talking about stores and DTC and web 2.0. Now we are talking about web 3.0, and a persistent digital world where millions upon millions of customers are spending significant time. So if that’s where they’re spending their time, and their engagement, that’s where brands and retailers have to be.”
Keith Niedermeier, clinical professor of marketing at the Kelley School of Business at Indiana University on Why brands should get involved in the metaverse, per Retail Dive
Discover Your Perfect Pop-Up Space! #BrandsWanted
#Kamloops
- 600 sq. ft. of high exposure space available in dense commercial node of the downtown core.
#Montreal
- 1,000 sq. ft. of shared space available for pop-ups in Mile End.
#SOHO
- 2,000 sq. ft. expansive ground floor showroom, generous storage areas and full size basement.
- 1,300 sq. ft. ground floor retail space and includes a vented commercial kitchen and wood burning fireplace. Close neighbors to this space include Gucci, Louis Vuitton, Christian Dior and other world class brands.
#Toronto
- 4,000 sq. ft. available on Queen West near Trinity Bellwoods Park.
- 20,000 sq. ft. available on Bloor Street in Yorkville.
#Vancouver
- 5,000 sq. ft. (over two levels) of dedicated pop-up space in Burnaby now booking for July 2022. Perfect for brand activations, services launches, event space and more!
What We’re Reading
Super Apps
Facebook, Instagram, Snapchat and Klarna are among the growing number of US businesses that are expanding their capabilities to offer ‘super apps’, providing everything from product discovery and shopping tools to payment acceptance and delivery tracking. The idea of having a single app for every facet of life bears resemblance to the super app model, which has gained popularity and massive profits in China.
#FunFact: According to a report from Deloitte last year, consumer demand may be driving the growing super apps strategy. Since the pandemic started, 32% of US consumers said they felt overwhelmed by the number of devices and subscriptions they have to handle.
Need Insurance for your Pop-Up? Email or DM us!
Pop-Ups and Pop-Ins in Action
Read about recent and upcoming pop-ups and pop-ins that we love.
pop-up go Space Connectors
Landlords: Add properties to the pop-up go site.
Brands/Retailers: Find the perfect pop-up space.
Agencies: Host an integrated activation.
The #TuesdayTrivia answer is a 15 disciplines!
