Research from IHL Group found that 70% of all retail sales happen offline.
This piece recommends online brands can leverage pop-up offline stores to drive brand awareness, build customer relationships and drive sales while improving consumer experiences. The pop-up store, a temporary storefront, can bridge the physical-to-digital gap between ecommerce stores and consumers.
To effectively promote pop-up stores, brands can reach out to local influencers for exclusive previews. Marketers can further leverage social media platforms to publish stories and post for their pop-stores and increase brand awareness. The article states brands should let their existing consumer base know about their pop-up initiative.
The author recommends brands should measure the success of their pop-stores to determine its efficacy. Evaluating metrics such as sales per product, online sales in relevant zip codes and foot traffic, can help marketers measure conversions.
[14 minute read]