Daily BulletinHoliday Centre

The Conversation

  • Written by The Conversation Contributor
image

The In-N-Out Burger pop-up in Sydney this week is a case study in how to do this kind of retail.

Devoted fans who have sampled the fast food outlet in the US and In-N-Out newbies have whipped up a social media storm, and this is exactly the viral word-of-mouth marketing that In-N-Out burger would have been hoping for.

Despite a pre-advertised limit of 300 burgers, customers began queuing in an inner-city Sydney street at dawn, hunkering down in the summer heat until the midday for the chance to consume a burger, fries or shake at the opening of the In-N-Out Burgers pop-up store.

A new retail genre

Pop-up stores are the new kid on the block as mobile short-term retail outlets have only been around in the US and UK since the 1990s.

Yet pop-ups draw on long retail traditions of “here today, gone tomorrow” - think of circuses and fairs of old. Just as the fair came to town in the warmer seasons, summer is the perfect season for pop-ups when consumers are relaxed, open and looking to be entertained.

Pop-ups gain attention for brands or wares, create demand and an element of “cool”, and are an effective tool for market research and product testing. For retailers like In-N-Out Burgers, it can be a great way to “put the toe in the water” and test demand before fully committing to roll out plans for larger stores or before launching new product ranges.

Retailers have to strike a balance between finding cheap, short term rental for a pop-up, with finding locations where the target audience shop, work and play. Busy streets aren’t always the best option because unexpected locations can be the most effective.

Responding to marketing overload

As a disruptive retail marketing tactic, pop-up outlets strike the imagination and engage consumers in mature and crowded markets.

As modern consumers living in consumption-driven societies, we have adapted to being bombarded with marketing by developing mechanisms to shutout all this marketing noise - and simply maintain our sanity. But this makes it increasingly difficult for marketers to reach their target audiences.

Pop-ups cut through these thresholds and consumer routines – surprising us in unexpected spaces and breaking the standard retail mould. The Ikea ‘party train’ in Tokyo launched for two days only to build awareness of a new store opening - is one of the best examples of this strategy.

While pop-ups appeal to our sense of fun and desire for new and novel consumption experiences, they also tap into to consumers’ FoMO - Fear of Missing Out. Limitations - such as time (here today, gone tomorrow) and supply - are fundamental to the pop-up retail marketing concept. For example, the six month tenure of Heston Blumenthal’s Fat Duck Melbourne pop-up limited the window of opportunity to experience this unique culinary experience.

Viral social media campaigns go hand-in-hand with pop-up stores; harnessing the power of digital word-of-mouth to heighten consumers’ sense of urgency.

Pop-ups are also a great marketing tool to build awareness of a new brand or retail concept before it enterings the market – Japanese retailer Uniqlo introduced the Melbourne audience to its concept and clothing range through a small pop-up before opening the large store in the Emporium.

For retailers like Uniqlo, opening a pop-up enables them to rapidly understand the demands and trends in a new market and to tweak their product ranges for the main store accordingly.

Pop-ups open up new opportunities to interact with the consumer in surprising locations usually out of reach to the retailer marketer – pop-ups can go where no other store has gone before to tap into and disrupt consumer habits in that space – such as the H&M pop-up store on the beach in the Netherlands and Miami.

The pitfalls

One of the dangers of pop-ups, however, is that by definition they are supposed to ‘pop-up’ for a limited time and then disappear. Holding on to a pop-up for too long in one space – even if the pop-up is generating significant profit – can result in the concept losing its disruptive nature and sinking back beneath consumers’ awareness. Similarly, to engage and be embraced by consumers, the pop-up concept must break the mould from the outset or risk getting lost in the marketing clutter, going unnoticed with barely a ripple.

In addition, when devising and launching a pop-up, having a specific target audience in mind is a must – to target where they live, work, shop and play and the levers to titillate them out of their daily habits.

“Location, location, location” is a fundamental driver of retail success, and pop-up stores and concepts are no exception to this rule.

Authors: The Conversation Contributor

Read more http://theconversation.com/burger-fomo-the-peaks-and-pitfalls-of-retail-pop-ups-53448

INTERWEBS DIGITAL AGENCY

The Conversation

Politics

Closing the Gap Statement to Parliament

Mr Speaker, when we meet in this place, we are on Ngunnawal country. I give my thanks and pay my respects to our Ngunnawal elders, past, present and importantly emerging for our future. I honour...

Scott Morrison - avatar Scott Morrison

Prime Minister Interview with Alan Jones

ALAN JONES: Prime Minister, good morning.    PRIME MINISTER: Good morning, Alan.    JONES: I was just thinking last night when we're going to talk to you today, you must feel as though you've ...

News Company - avatar News Company

Prime Minister Bridget McKenzie press conference

PRIME MINISTER: Good afternoon everybody. The good news is that the Qantas flight is on its way to Wuhan and I want to thank everybody for their cooperation, particularly the Chinese Government as...

Scott Morrison - avatar Scott Morrison

Business News

Choosing the Right Coworking Space For Your Business

As the capital of Victoria in Australia, Melbourne is inhabited by millions of people and is known as one of the most liveable cities in the world. The latter is due to the city’s diverse community...

Sarah Williams - avatar Sarah Williams

What Should You Expect from A Carpentry Apprenticeship?

Those wanting to pursue a career in woodwork, whether it be to make furniture, construct buildings or repair existing wooden structures, will have to first commence a carpentry apprenticeship. This ...

News Company - avatar News Company

4 Tips To Choosing A Reliable SEO Company For Your Digital Marketing Agency

Working with a digital marketing agency Perth is the best bet in ensuring that your business is promoted well in the online space. If you are an app developer Perth, you may have to work closely wit...

News Company - avatar News Company

Travel

Travelling With Pets? Here Is What You Should Know

Only a pet parent can understand the dilemma one experiences while planning a vacation. Do you leave your pets at home?  Will you get a pet sitter or someone to take care of them while you are away?...

News Company - avatar News Company

How to Be a Smart Frugal Traveller

You are looking through Instagram, watching story after story of your followers overseas at a beach in Santorini, walking through the piazza in Italy, and eating a baguette in front of the Eiffel ...

News Company - avatar News Company

HOW TO PREPARE FOR YOUR GRADUATION TRIP

Graduation is the stage of life when a student receives the rewards of hard work of years. It must have taken sleepless nights and tiring days to achieve the task. Now, as you have received your cov...

News Company - avatar News Company

ShowPo