Pop-up stores are already very popular nowadays. They’re affordable without a long-term financial commitment and can generate a big buzz for start ups originating from home and businesses of all sizes – especially during the peak time of a season or for the launch of a product.

All businesses have different goals. Targets vary and depend on what they want to achieve and the organisation they seek to be. Pop up stores give online companies a platform to connect directly with their customers and build relationships beyond a computer screen.

Below are some of the top seven goals every brand aims to achieve when they open a pop-up store.


1-    Building Brand Awareness

Before we convince someone to buy a product or service, they have to be aware of a brand and its meaning. So the most important step in building advertising objectives is creating brand awareness. Brand awareness has proven to be the most effective way of getting customers to remember and recognize a brand, especially if that particular brand is new and looking for different ways to market themselves.

2-    Increasing Social Following and Engagement.

For long term success having more followers means better reach and leads for a brand, more opportunities and more engagement with potential customers. According to Forrester’s developed hypothesis, customers use social media primarily to engage with brands they already know and these customers are the most socially engaged loyal customers.

3-    Engaging & Educating Existing and Potential Customers.

Improving loyalty and communication with existing customers and attracting potential customers to the brand by meeting them face-to-face and educating them about new services, features or products. For instance, Google launching Android-related products in India, Australia educating and hooking customers right from the get-go and Microsoft opening thirty plus pop up stores to educate and sell their Surface tablets.

4-    Showcasing a Range of Products

Promoting and showcasing an extensive range of products in real, where customers can feel, try and touch the products – something which they can’t do via online retail. This is particularly important in the fashion industry where trying, seeing and touching products is important to consumers.

5-    Collaborating with Bloggers & Other Businesses

Collaboration is the best kept secret of the business world. A strong relationship with bloggers can help a brand reach a specific audience. Bloggers have large followers and social media presence online. Forming some kind of collaboration with other businesses can also be a cost-effective way to reach wider audiences. For instance, Surfdome collaborating with Reef and hosting the UK premiere of “De Passage”, and Bauble bar launching in-store pop up bar with Nordstrom.

6-    Unloading Old Inventory

If you can’t sell something online you might be able to sell it offline. Businesses carrying inventory or clearance items they do not want to stock anymore could be sold at discounted price.

7-    Testing New Market & Business Ideas

A pop-up store is the perfect way to see if there are enough market opportunities to open a permanent retail shop. It also enables businesses to collect suggestions and customer feedback before fully committing to the market.

The goals and reasons of a pop-up store do not limit to the above seven. It’s up to each business how they’ll organise things and what they want to target. One thing is clear though: pop-up stores should be a marketing tool, a habit for any business be it big or small, new or old.