Using Pop-up-up-Up Stores to Boost Sales for Online Fashion Shop - Essay Example

Using Pop-up-up-Up Stores to Boost Sales for Online Fashion Shop Table of Contents Reasons for choosing your topic 3 Objectives 3 Sources of Research/Data 4 Analysis of Research/Data 6 Conclusion 8 References 9 Reasons for choosing your topic Online retailing has been prevailing for quite some time now but it has failed to gain the confidence of the consumers. There are many reasons behind this problem. The buyers cannot be sure of the product or the services they are purchasing. The images of the product can be deceptive and of course there is the issue of security while making the payment online. Pop-up-up up stores can come real handy in this situation in making people realize the benefits of online shopping. The reason for choosing this topic is to highlight the importance of online shopping with the help of pop-up-up us stores. Pop-up stores not only help in creating the awareness but in the long run it also helps in boosting sales for the organisation. I realized this issue when I tried to convince my friend to purchase an item that was available online but was not available in the local market. His reaction gave me the problems or the perception of the consumer during online shopping. This lead to my research as to how can we make people aware of the positive aspects of online shopping. This is when I came across a website discussing about pop-up-up up stores and how it helps in boosting the sales for online shopping. Objectives During the discussion in the report our focus will be to find out how does pop-up-up up stores help in making the most out of pop-up shops and offline shops or spaces in order to boost the sales and create brand awareness. Another aspect of the research will be to find out the short term and long term benefits of having an extra outlet or a physical showroom for the products and how it can help a brand in terms of increasing the sales. Sources of Research/Data On doing thorough research over the web I found several discussions that have been done about pop-up-up stores. However as the topic is closely related to online shopping, I could not find much relevant data related to the particular issue. The discussions were mainly showcasing the popularity of pop-up stores and how it has been helping the retailers in boosting their profit margins. As the economy is stabilizing, there has been a decrease in the available to spaces to set up a showroom (Allen, 2013). This has gone on to encourage the rise of pop-up stores as they can be practically put up anywhere. The idea is to take the consumers by a shock because they would never be expecting something at that particular place (Pegler, 2011). Another article discussed the benefits of coming up with pop-up stores. The first benefit discussed was that it was beneficial for the landlord as pop-up stores opened up only temporarily so the collection of the rent was easier for them. The retailer also had his or her own advantages. Normally a pop-up store might be needed for as meager as two days up to a time of four to six weeks and throughout this period the occupier can test market the new item or brand and subsequently get direct input from clients. However the essential preference is promoting expenses contrasted with TV commercials. Besides, the retailer can test the retail area without needing to sign up to a difficult long haul lease. Another advantage of opening up a pop-up store is that it is very helpful for new business ideas or for people who want to come up with their business but are not sure about its success. They can easily start with a pop-up store in a prime location and wait for the response. During these arguments, it was difficult to come up with a theory that can be used in this context. However since the pop-up stores deal with consumers, the concept of consumer behaviour would come into play (Solomon, 2006). Consumer behaviour is an important aspect in this issue because it effects the buying decisions (Blythe, 2008). The tastes, preferences and the choices differ considerable for each and every consumer. Culture should also be taken into notice for this aspect. Another blog from CNN discussed that online giants like Amazon and Google have often leases spaces to set up physical stores to showcase their new range of products. According to them, this approach does not only help in boosting their sales, but more importantly they get to know more about the customer. IT helps them understand how they are reacting to the brand and what influences them the most (Subramaniam, 2014). The data related to pop-up-up stores were mainly taken from various websites online that had the discussion of pop-up stores. I mainly found out these topics from online newspaper. The theoretical part was mainly taken from books and journals. But there is still lack of availability of secondary data related to the research title; I believe I have to conduct a primary research with the help of a survey. The survey will be done with the help of a questionnaire that will be circulated randomly with the help email circulations. The feedbacks received from the questionnaires will further help us in analyzing the data and coming to a proper conclusion. Analysis of Research/Data Different sources suggest that pop-up stores are vital to online businesses. It is contended that pop-up-up-up shops help online businesses and retailers who dont have physical outlets the opportunity to meet with genuine shoppers and get significant reaction (Sluis, 2014). The author likewise states that pop-up shops give retailers a chance to evaluate their offer and the business sector thinks of it as. Indeed, pop-up shops are so vital to online businesses as they in the end impact some to move their ventures disconnected from the net at the end. Be that as it may, the amount of online businesses that dares to move to real shops and consider staying there is low. The trend has also changed now and many companies are considering opening up physical stores to better connect with their customers (Pollock, 2014). Pop-up-up-up shops give businesses and chance to test their items without possibly making harms to long and expensive leases. Offering an unutilized space to an online merchant who needs to open up a pop-up shop can likewise give property holders the opportunity to make benefits and diminish the measure of time they squander a chance to profit until they have a perpetual occupant (Ryu, 2011). Pop-up stores speak to models with generally safe that have low overheads, and can create "buzz" and investment. In view of this appraisal of pop-up-up-ups, generation-x will profit while giving occupants the chance to make a benefit from their reason also. The danger of disappointment when opening and running a pop-up shop is insignificant, yet the investment that the advancement can create is incredible (Toyama, 2009). Studies indicate that numerous retailers in the manner business recognize the significance of fitting store environment as an extraordinary device for separation. Physical store situations that online retailers get from pop-up stores empower them to make utilization of different components, for example, lighting, music, directional signage, and additionally other human components to draw in buyers and push the popularity of their brand. The effect that store spaces have on buyers is perplexing as it includes the physiological and perception states (Klanten, Ehmann and Borges, 2013). The components could include immediate reaction from purchasers with so little impact on their body solace, feeling, or considering. A few studies recommend that the impact could be triple: predominance, delight, and arousal. Numerous studies concur that this ideal model speaks to the significant ranges of impact to shoppers by store situations. Generation x could figure out how to conjure the impact in these three territories settling on purchasers settle on choices with respect to their items unwittingly. An interview was conducted with Cloak & Dapper which an online business based in Florida. We wanted to know about their intention to open up a pop-up shop in Redlight. The first question asked was what all items were being offered by the pop-up shops. In answer to that, the Spokesperson said that the idea was to bring all their products into the physical stores and sell it to the public for a certain point of time. One of the respondents answered that it would be a challenge for the consumers to find out how cool and innovative their merchandise was on the online platform. So opening up a physical store will help them to get more fans and consumers for the product. This will also result in sale of the goods. Conclusion In the report, we studied about the importance of Pop-up stores in boosting sales of online retail shops. In general, it can be realized that Pop-up stores can be very important in boosting the sales and understand the perception of the consumers. Many brands have set up their won Pop-up stores for short span of time to showcase their new products and receive comments and feedbacks from the customers directly. It also helps in a direct conversation with the consumers which can be very helpful in getting the feedback for a product or a service being displayed. References Allen, K., 2013. Retailers reinvent the holiday pop-up-up-up shop. [online] CNBC.com. Available at: [Accessed 30 May. 2014]. Blythe, J., 2008. Consumer behaviour. 1st ed. London: Thomson Learning. Klanten, R., Ehmann, S. and Borges, S., 2013. Brand spaces. 1st ed. Berlin: Gestalten. Pegler, M., 2011. Store presentation & design. 1st ed. New York: RSD Pub. Pollock, T., 2014. The perks of pop-up-up-up shops. [online] the Guardian. Available at: [Accessed 30 May. 2014]. Ryu, J., 2011. Consumer attitudes and shopping intentions toward pop-up-up-up fashion stores. Journal of Global Fashion Marketing, 2(3), pp.139--147. Sluis, S., 2014, E-commerce Parachutes into Stores with Pop-up-up-Up Shops, CRM Magazine, 18, 2, p. 15, Academic Search Premier, EBSCOhost, viewed 30 May 2014. Solomon, M., 2006. Consumer behaviour. 1st ed. Harlow, England: Financial Times/Prentice Hall. Subramaniam, C., 2014. 5 ways companies can leverage pop-up-up-up stores - Fortune Features. [online] CNNMoney. Available at: [Accessed 30 May. 2014]. Toyama, M., 2009, Pop-up-up-Up Shopping, Time, pp. 44-45, Academic Search Premier, EBSCOhost, viewed 30 May 2014. Read More