A pop-up store
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Recently I was reading the blogs of my COMM 101 classmates, and one blog post that I really enjoyed reading was titled “Pop Ups: Here Today, Gone Tomorrow” by Celia Yu. The thing that I found most valuable in this blog post was when the author discusses why people go to pop-up stores, because these
stores possess the “fear of missing out” quality. The short duration of these stores makes customers feel like they might not be able to purchase these items ever again. Many stores are following this trend, such as MUJI in Vancouver, Shake Shack in Toronto and even a TV show titled “Riverdale” had a pop-up restaurant that is featured in the series in Vancouver.
I did research on pop-up stores and read an article that discusses the different models companies can have for a pop-up store. Companies can either have stand alone pop-up stores, or they can partner up with big department stores and open up a pop-up shop in there. One example of this is by the department store, Nordstrom which has a program “Pop-in@Nordstrom.” Nordstrom partners up with different companies and allows them to have a pop-up store for a short duration in their stores. They have chosen 8 locations in which they have the pop-up stores. The pop-up store will also be online. Currently, from September 29 to November 12, Everlane has a pop-up store in Nordstrom.
Pop-in @ Nordstrom
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This is a very effective marketing technique for both Nordstrom and any company that decides to open up a pop-up store with them. The advantage of this program for Nordstrom would be that more people would visit their department store for these pop-up stores, and while they are there they would also shop in the Nordstrom department store. Like Celia discussed in her blog, people would want to go to pop-up stores as they would not want to miss out on anything. I do however believe that Nordstrom should not sell the products of the pop-up store online as some people might decide to buy their products online and then decide not to go to the department store. When people are buying online, they can choose what they want to see, so they may not look at any of the other offerings of Nordstrom.
The advantages of this program to companies that open up the pop-up stores is that they get free advertising. People will get to see these brands during their visit to the department store and if they like it, then they will continue to make repeat purchases. Also, people are usually excited to go to pop-up stores, as they believe that they will receive more unique products and have more fun while shopping.
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