Pop-ups: specialty leasing for success
The live session “Pop-up Stores: speciality leasing for success“, held on November 17th at MAPIC gathered speakers coming from the whole spectrum of the retail industry: landlords, offline & online brands as well as marketing platforms and agencies.
Speakers included Delphine, Beer-Gabel, New Business Director of Klépierre Brand Ventures, Louis Diercxsens, Managing Partner of Pop Media Belgium, Lucille Mazé, CEO & Founder of Studiomazé, Gabrielle Millan, Chairman of NOOKS and Michele Trevisan, Head of Retail Design at Benetton Group.
Key takeaways from the conference session:
- Some major property retail companies, such as Klepierre, have recently shifted their specialty leasing departments into in-house marketing agencies that provide brands with flexible solutions in their wallkways. Specialty leasing is now seen as a relevant practice to engage customers in malls and shopping centres via more surprises and entertainment in the shopping journey. Mall owners are not only selling their huge audience to brands, but using tools to monitor how pop-ups are performing (in-store traffic, conversion rate, satisfaction surveys). Klepierre Brands Venture, in charge of specialty leasing within the French retail company, is looking for both online and offline brands in search of engaging a new audience (for example women for car manufacturers) while offering them an opportunity to get physically in touch with their products. “The ideal duration for a pop-up store is 3 months”, Klepierre Brand Venture said. Considering that the average mall shopper is visiting a shopping mall twice a week, a 3 month duration makes it easier for brands to touch a larger audience and get their message across.
- Brands with a large physical retail network such as Benetton, appreciate using pop-up stores as a marketing tool to engage a younger audience through experiential solutions that are easily sharable on social media. Physical stores are about selling products when pop-ups prove to be relevant to build brand awareness within specific customer target groups who are generally shopping online.
- Pure players are one of the most sought-after targets for pop-up stores. Temporary shops are ideal to get physically in touch with the audience and allow visitors to discover, touch and try the products. It is also a powerful tool to engage a true conversation with potential clients to figure out how the brand and the products are really perceived. Studio Mazé, an online clothing brand, has reached significant results with a pop-up store installed in an urban open air festival that attracts the same customer profile the brand is already selling to online. The conversion rate was way higher offline than online. Moreover, Studio Mazé has benefited from its pop-up experience to adapt its product line to better meet customer expectations.
- Marketing platforms and agencies have recently integrated pop-up stores as a new proposition to attract brands in both high streets and shopping malls. Digital platforms such as Nooks can be compared as the AirbnB for retail. They connect shops, brands and professionals to open pop-up stores fast and easy without having to sign up a lease. Around 200 locations in France are available on the Nooks platform. Experiential marketing agencies like Pop Media Belgium are targeting international consumer brands to turn their pop-up stores into a powerful communication tool. Pop Media is setting up facilities and events on high streets and malls on a regular basis, that engage passer-byers to connect with the brand through a fun and interactive process.