Three Shoppable Pop-up Strategies Worth Putting in Your Cart
Retail pop-ups are nothing new, but the strategy behind the temporary experiences is beginning to shift. No longer seen as simply destinations for consumer engagement, more and more pop-ups are being leveraged to drive transactions as brands draw people in via incentives like limited-edition merchandise and personalized experiences. If you’re looking for some inspiration, check out the following three shoppable pop-up strategies worth sticking in your cart.
Paint isn’t the most exciting category, but Behr flips the script by partnering with Home Depot to deliver an experiential program centered on its 2019 Color of the Year, “Blueprint.” The idea behind the shoppable pop-up is to create an immersive experience for consumers, and provide design inspiration that they can apply to their personal spaces.
The “Color Shop” pop-up offers attendees a chance to explore physical showrooms featuring Home Depot products and the new denim hue, along with other paint colors from Behr’s 2019 Trend Palette, in realistic settings. Among the showrooms is a foyer coated in Blueprint, complete with homey items like sneakers and coat hooks, and a mid-century modern-inspired living room. Behr also partners with four New York City artisans who craft Blueprint-inspired items being sold at the pop-up, including weavings, art prints, ceramic mugs and candles. Consumers can purchase the hand-crafted items, or Home Depot décor, via iPads set up in each showroom. (Bonus: All contributions made to the company during the shoppable pop-up go to the Stephen Siller Tunnel to Towers Foundation.)
Coach’s subway car-inspired Art of Signature pop-up, hits New York City over the summer, and features a twist on the shoppable trend—artist customizations. The brand teams up with up-and-coming creatives, including Anna Sudit, Gianni Lee and Marleigh Culver, who add their own personal touch to the limited-edition collection of handbags featured at the shoppable pop-up. All of the artists participating in the project are selected for their playful style and optimism, and most appear on-site at the pop-up to do live customizations of bags purchased by consumers. A similar experience is later produced in Los Angeles.
ARIZONA ICED TEA
Arizona Iced Tea’s debut in the experiential world takes place 25 years after its founding at an anniversary shoppable pop-up dubbed Great Buy 99 where brand-themed streetwear and accessories are available for purchase. Part 99-cent store (a nod to the tall cans’ 99-cent price point) and part experiential activation, the pop-up offers a capsule collection comprised of jackets, beachwear, hats, Swarovski Green Tea high heels, Nike Air Jordan 1’s with custom designs, Green Tea Cherry Blossom cans and more. Shoppers can even have custom patches embroidered on select items to add an element of personalization.
To build hype for the collection (more or less a requirement in the streetwear world), the custom Jordans are gifted to celebrities and influencers, and to a few lucky consumers who arrive at the shoppable pop-up early each day. Following its six-day run, merchandise sold at the store is available on Arizona’s new website, greatbuy99.com.
“We’ve made t-shirts, hats, sweatshirts, towels, for many, many years,” says Wesley Vultaggio, chief creative officer at Arizona Iced Tea. “We not only use them for giveaways for our sales people, but we also had a thriving e-commerce business where we sold green tea-related things and checkerboards, kind of playing with our branding, which we found people enjoyed. We’d get a lot of feedback from people saying, we want more stuff from you guys. Circling back to the pop-up, it became a good opportunity for us to dive more deeply into that world where we always wanted to play.”
The increase in shoppable pop-up stores points to the evolution of the temporary retail concept. Indeed, it seems that pop-ups have grown up. More than engagement tools, they’re now used to experiment, learn and iterate on new ideas—and drive transactions along the way. And those static pop-up shops that more or less serve as a means of window shopping? They’re so last year.
Check out other brand activations and sponsorships produce by Sparks here.
Posted by Dyan Cornacchio | Request as a Speaker
Social media and creative writing connoisseur. Obsessed with my golden retriever, pop culture, and pizza. Nothing makes me happier than being home on LI, relaxing at the beach with my family.