Create a New Experience for Shoppers

1. POP-UP STORES :
A NEW TREND IN RETAIL !
CREATE A NEW EXPERIENCE FOR SHOPPERS
Beirut – 18th may 2016

2. WHEN IT ALL STARTED…
… pop-up stores have existed for centuries !
FAIRS (MIDDLE - AGE) TRAVELLING THEATRE (19th c)
BUT REVAMP IN THE US (2002)UNIVERSAL EXHIBITS

3. A lasting trend,
Because it offers crucial benefits
Shoppers are
looking for
fun, for
entertainment
We all want to
dream !
NEW EMOTIONS
FOR SHOPPERS
It is
mandatory
for a brand
to tell a story
BRAND
EXPERIENCE
Brands are
more global.
We can find
the same
offers
everywhere
BREAK
STANDARDIZATION
We want our
product when
we need it…
And we want it
now !
MEETING
SHOPPER NEEDS

4. POP-UP STORES : FOR WHO ?
Pure Players
& why not
politics and
institutions ??!Media / Publishers
Start-uppers
Bank, Insurrance
Hi-techsA-brands
Retailers

5. Digital shopping is easier, faster,
and propose a larger offer.
POP-UP STORE BRINGS THE
MOST OF BOTH RETAIL
Downtowns and malls are a
opportunity for shoppers to chill out,
to socialize and discover new trends
THE EMERGENCE OF A POST DIGITAL
RETAIL
BEFORE THE DIGITAL REVOLUTION
 Shops were a fixed places and shoppers
were mobile
AFTER THE DIGITAL REVOLUTION
 Access to consumer goods are mobile
Pop Up are experiential, exciting, and
able to renew every day.
Pop-Up stores can also create a digital
experience

6. POP-UP STORES ARE MULTIFONCTIONNAL
NEW
TALENTS
Allow young talents to
emerge
EVENT Create THE brand event
MEETING
YOUR
CUSTOMERS
Create a physical link
INNOVATION
Make people see & try your
innovation
TEST &
LEARN
New range, new
geographic zone, …

7. POP-UP STORES ARE MUTLIFACETED

8. POP-UP STORES ARE CRAZY

9. IN MALLS
A mix between brand experience and sales

10. FOCUS ON POP-UP STORE IN MALLS
Why does that make sense ?
A PERFECT MIX BETWEEN LASTING & SHORT LIVED STORES
Commercial centres are every where :
Top 20 is visited by 20% of French pop.
Malls shoppers are in a purchasing
process but are fully open to new things !
A great tool to create differentiation
between Retail property group
Knowledge of shoppers flows : you can
be seen by millions of people
Ability to adjust the offer to seasonality

11. WHERE CAN YOU SET UP YOUR POP-
UP STORE IN MALLS ?
Everywhere !!
MALLS
VACANT STORES
VACANT PLACES

12. KEY SUCCESS FACTORS FOR A
GREAT SET UP IN MALLS
The basics :
1
3
5
7
2
4
6
8
The place
Visibility
Brand
expression
Identified
Space
Be open !
Meet your
customer
Digitalize
Make try

13. KEY SUCCESS FACTORS FOR A
GREAT SET UP IN MALLS
BUT you also needs to :
The right place @
the right moment
The right timing
Relevance between
shopper style &
proposition
All other retail rules :
 No out of stocks
 Sale force
 6 P’s
 …

14. SOME TRICKS…
... That we know are appreciated by shoppers
“I love trying
new things…” “It’s a opportunity to
discover new brands ”
“They gave me samples”
“I’m a VIP, because not all
of us will see that ”
“I’m surprised
and I like that…”“I like this pop-up, it’s friendly,
not too conventional”

15. AS A CONCLUSION
POP-UP STORES ARE A “TRIPLE WIN” !

16. easyMalls, solutions cross-canal
A turn-key solution for pop up stores
A great experience between brands
and shoppers
A way to be Omni channel
A great opportunity for your Brand !

17. GAUTHIER PIMONT
CEO EASYMALLS
easyMalls, une entité du groupe
Shopper Marketing & Cies
Sociétés du Groupe
gauthier.pimont@easymalls.fr
+33 6 88 22 41 98
www.easymalls.fr